The New $100k/Month Vehicle for Educational Creators
Two people with unusual access to Skool's revenue data argue that the top of the leaderboard is running a model nobody names, then show the numbers behind it.
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Interview
educational
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Big Idea
The argument in one line.
The highest-earning community owners sell recurring high-ticket coaching, a model that pairs the predictable monthly income of a cheap membership with the revenue per follower of an expensive one.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
You already run a Skool community and it earns a few thousand a month instead of the number you had in mind when you started it.
You have an audience, a client list or a professional network, and no offer that converts any of it into income.
You are deciding between a cheap monthly membership and a premium coaching offer, and you want the traffic math behind each one.
You teach something you have personally done, whether that is sales, sewing, Spanish or pet grooming, and you want to charge properly for it.
You run a coaching business already and want a documented launch sequence instead of another pile of tactics.
SKIP IF…
You are an entertainment creator. The whole model assumes people follow you to learn one specific thing.
You want income with no sales calls, because every version of this model involves talking to buyers.
You are starting with no audience, no contacts and no track record, since the fastest results all came from people who had at least one of the three.
You want a template you can copy line for line, because the first phase is explicitly judgment work that differs per person.
TL;DR
The full version, fast.
The argument is that the most effective way for an educational creator to reach $100,000 a month is recurring high-ticket: premium coaching billed monthly, rather than a cheap membership or a single large payment. Cheap memberships demand enormous traffic, around 43,000 sales-page visits a month at that revenue, and bleed to churn. One-time high-ticket resets you to zero every month and depends on ad costs that keep rising. Recurring high-ticket keeps the revenue per follower of premium pricing and the predictability of a subscription. The system around it runs in five phases: backbone, rapid launch, attract, convert, deliver. Full cohort results are published, averages and failures included.
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The leaderboard tell, then both men introduce each other's credentials: Skool's first investor and the platform's third-highest earner.
01:57 – 10:12
02 · From 600k subs to no money
Kirby's path: a large YouTube audience that earned nothing, Sam Ovens, the shift to charging by value, and a procrastination offer that reached $100k a month.
10:12 – 16:00
03 · The $33 community
LaBreche's first Skool community priced at $33 a month, the work required per customer, and why a few thousand a month stalled there.
16:00 – 26:55
04 · Partnering and validating
Affiliate income, a free course, going all in, then a five-client test followed by a $350,000 launch in thirty days.
26:55 – 33:50
05 · Both models have a treadmill
The traffic a cheap membership needs at six figures a month, the churn it carries, and why one-time high-ticket has to rebuild every month against rising ad costs.
33:50 – 40:04
06 · High-ticket MRR
The named model: premium pricing billed monthly. The top three communities all run it, and it carried Synthesizer to $300,000 a month inside a year.
40:04 – 46:30
07 · The 100, season two
Full cohort results: $70,021 average in 90 days, the top three broken out, and the average recalculated with those outliers removed.
46:30 – 52:10
08 · The protocol and the filter
Backbone, rapid launch, attract, convert, deliver. Plus the admission that applicants were screened, which is part of why the averages look the way they do.
52:10 – 58:20
09 · You already have an audience
Why contacts and a few hundred followers who know your work count as an audience, illustrated with a zero-audience participant who added $164,398.
58:20 – 1:06:15
10 · Beautiful money, and the niches
Why sponsorship income transfers your credibility away, what beautiful money means, and a walk through the top ten niches from Spanish to pet grooming.
1:06:15 – 1:14:00
11 · Backbone
The I help [group] to [outcome] sentence, why most versions are too broad, and how price, mechanism and niche each move the result.
1:14:00 – 1:21:10
12 · Rapid launch
The opportunity audit, the backstory post, the proof post, and the four sub-phases that turn existing assets into a thirty-day revenue push.
1:21:10 – 1:28:10
13 · Fog, attract, traffic maxing
Decision fog as the thing paralysing most owners, the beggar on the box story, platform traffic as a tailwind, and the one-platform rule.
1:28:10 – 1:35:05
14 · Convert math and delivery
The arithmetic from offer price to calls per day, how to diagnose a systems problem, and how delivery moves from one-on-one to a program.
1:35:05 – 1:42:34
15 · The bottom ten
The participants who did not earn, what went wrong, the earn-or-learn framing, and the closing pitch to the link in the description.
Atomic Insights
Lines worth screenshotting.
The three highest-earning communities on Skool all sell recurring high-ticket, not cheap memberships and not one-time high-ticket packages.
A low-ticket community earning $100,000 a month averages 43,000 sales-page visits, which is more than a thousand clicks every single day.
High-ticket offers return roughly a dollar per follower per month; cheap memberships return roughly ten cents.
One-time high-ticket pricing resets revenue to zero every month, so the month after a $350,000 launch you live on payment plans.
Across 100 coached community owners the average made $70,021 in 90 days, and $45,586 after deleting the top three outliers.
The winner of that cohort added $879,397 in 90 days teaching blue-collar business owners how to grow.
Most people do not need more traffic, they need to monetize the traffic they already have.
Recurring high-ticket only survives if customers stay glad they paid, which turns churn into a quality check instead of an accounting line.
Selling sponsorships transfers your credibility to someone else's product and pays you a fraction of the value you created.
A $5,000 offer closing at 33% needs 60 sales calls a month, two a day, to reach $100,000 a month with one person doing the work.
A $1,000-a-month Skool owner is on every platform, a $10,000 owner is on three, and a $100,000 owner is on one.
Raising price from $1,000 to $5,800 moved one pair from $6,500 a month into the top six of a hundred-person cohort.
Thirty percent of all memberships on Skool come from Skool itself, so the platform supplies the traffic most creators say they lack.
The strongest niches in the cohort included Spanish lessons, selling art, pet grooming, pickleball and video games, not only making money online.
Cohort participants were screened, and applicants the coaches did not believe they could help were turned away, which lifts the published averages.
A few hundred followers who know what you are good at, plus the contacts already in your phone, qualify as an audience.
Takeaway
The model the top of the leaderboard actually runs.
WHAT TO LEARN
Recurring high-ticket is presented as the fastest path to six figures a month because it pays like a premium offer and compounds like a subscription.
02From 600k subs to no money
Audience size and income are separate problems. Six hundred thousand subscribers produced almost no money until the monetization side was solved.
Ask what the most valuable problem you have personally solved is, then price according to the value that solving it creates.
A first offer usually fails on market size rather than quality. Almost nobody in that audience had just been through a breakup.
03The $33 community
A $33 membership takes nearly the same work to sell as a four-figure offer, and one comparison to a streaming subscription cancels it.
Proof can come from client work rather than personal results, so a two thousand person audience can still carry real income.
04Partnering and validating
Under-monetizing costs impact as well as income, because revenue is what funds delivery that actually changes outcomes.
Platforms are the gatekeepers now, so study what the platform wants and build toward that incentive rather than against it.
Validate before building: take five clients, get them results, and judge the offer on whether they are glad they paid.
A $350,000 launch month proves demand, but one-time pricing means the following month restarts from close to zero.
05Both models have a treadmill
A cheap membership earning six figures a month averages 43,000 sales-page visits, which is over a thousand clicks per day.
Rough benchmark worth testing against your own numbers: a dollar per follower per month on premium offers, ten cents on cheap ones.
06High-ticket MRR
Recurring high-ticket keeps the revenue per follower of premium pricing while removing the need to rebuild the month from scratch.
Recurring revenue is what keeps the business paying while the owner is away, which one-time launches never do.
07The 100, season two
Publishing the average across every participant is stronger proof than three best-case studies, which is why the full dataset is shown.
Across a hundred participants the average added $70,021 in 90 days, and $45,586 once the top three outliers are deleted.
08The protocol and the filter
Selection drives results. Applicants who could not realistically be helped were turned away, which lifts any cohort's published numbers.
Five phases in order: backbone, rapid launch, attract, convert, deliver. Adding the launch phase was the biggest change between cohorts.
Time spent deciding what to work on is the real cost. One proven sequence converts that time into execution.
09You already have an audience
Contacts, former colleagues and a few hundred followers who know what you are good at already count as an audience.
Expect to hear no far more often than yes. The people who kept compounding were the ones who never expected it to be fast.
10Beautiful money, and the niches
Sponsorship and affiliate income transfer your credibility to someone else's product and pay a fraction of the value you created.
Monthly billing only survives if customers stay glad they paid, so the model enforces quality in a way one-time sales do not.
The strongest niches included Spanish lessons, selling art, pet grooming, pickleball and video games, not only making money online.
11Backbone
Write one sentence: I help [specific group] to [specific outcome]. Most attempts fail by being broad, not by being wrong.
Add the constraint buyers care about, such as conversational Korean without translating in your head, and the same offer separates itself.
Price moves results more than most owners expect. One pair went from $1,000 to $5,800 and reached the top six of their cohort.
12Rapid launch
Start a launch with an opportunity audit: every channel you can post to, every contact who might fit what you sell.
The backstory post works because it proves you were where the reader is now and are where they want to be.
A launch sequence is a fixed order of posts, messages and calls, which is precisely why people follow through on it.
13Fog, attract, traffic maxing
Every unanswered question adds density to the fog that keeps owners thinking instead of selling.
Platform discovery is a tailwind worth optimizing for, but the highest earners still drive their own traffic on top of it.
Concentration beats coverage. The best performers got almost all of their sales from a single channel.
14Convert math and delivery
Run the math backwards: a $5,000 offer at a 33% close rate needs sixty calls a month to reach six figures.
Fluctuating income, inconsistent close rates and repeated problem-solving are symptoms of missing systems, not missing effort.
Deliver one-on-one until you know the sequence that gets results, then move that sequence into a group program.
15The bottom ten
Some participants finished with almost nothing, usually because of life events or inconsistent execution rather than the method.
Not everyone earns, but everyone learns, and what gets learned often pays years later rather than inside ninety days.
Middle-of-the-pack outcomes, thirty to fifty thousand added, are a better planning benchmark than the top three.
Glossary
Terms worth knowing.
High-ticket MRR
A premium coaching or community offer billed every month instead of taken as one large payment. It aims to keep the revenue per customer of expensive offers while producing the predictable income of a subscription.
Backbone
The foundation layer of an offer: who you help, the outcome you get them, the proof and backstory behind your claim, and how the whole thing is priced and packaged.
Rapid launch
A roughly thirty-day push that converts existing contacts and audience into paying customers through a fixed sequence of posts, direct messages and sales conversations.
Opportunity audit
An inventory of every channel you can post to and every person already in your contacts who could plausibly buy what you sell, done before any new marketing starts.
Beautiful money
Revenue earned doing work you actually want to do, from customers who feel they received more value than they paid. Used as a test for whether an offer can survive on recurring billing.
Broke influencer syndrome
Having a sizeable audience and almost no income, because attention was never converted into something the audience can buy.
Dollar per follower
A rough monthly benchmark for how much revenue an audience produces. Premium offers tend toward a dollar per follower per month, cheap memberships toward ten cents.
Churn
The share of paying members who cancel each month. A low-priced membership has to replace churned members continuously just to hold its revenue level.
About page visits
The number of people who land on a Skool community's sales page in a given month. It is the traffic input used to calculate how much revenue a community can realistically produce.
Growth Boost
Paid advertising run by Skool itself to send new members to a community hosted on the platform, on top of the traffic the platform's own discovery and search already produce.
Program versus course
A course is a library of information. A program is a sequenced list of action steps built to produce a specific result in a set order, which is what makes delivery repeatable.
Cohort
A group that moves through the same material on the same schedule, used as a delivery model once one-on-one coaching stops scaling with the owner's time.
1:42:23productSynthesizer Scaling (link in the description)
Quotables
Lines you could clip.
03:00
“Everyone thinks they need more traffic. But a lot of people don't need more traffic. They need to monetize the traffic they already have.”
Inverts the default creator complaint in one line, no setup needed.→ TikTok hook↗ Tweet quote
04:37
“The way you make the most money is by adding the most value and charging according to the value that you provide.”
Clean statement of the pricing principle the rest of the episode rests on.→ newsletter pull-quote↗ Tweet quote
28:25
“The average low ticket community gets 43,000 about page visits per month. That's more than a thousand visits per day.”
A hard number that kills a popular plan in two sentences.→ IG reel cold open↗ Tweet quote
32:48
“It's kind of like you can never step off the treadmill. Both of them actually have the treadmill. The treadmill of death.”
Names the shared flaw in both models with a phrase people will repeat.→ TikTok hook↗ Tweet quote
35:23
“The top three communities on the platform are doing high ticket MRR.”
The payoff line for the whole cold open, quotable with zero context.→ IG reel cold open↗ Tweet quote
49:11
“You have to do extraordinary things to achieve extraordinary outcomes.”
The honesty beat that offsets the income claims, works as a standalone caption.→ newsletter pull-quote↗ Tweet quote
1:01:01
“The definition of beautiful money is money that's generated when you are doing the thing you love to do and people are happy that they paid you.”
Coins a term and defines it in one breath.→ newsletter pull-quote↗ Tweet quote
1:23:15
“Turns out the beggar has been sitting on a box of gold for years.”
Punchline of a complete parable, lands without the setup.→ TikTok hook↗ Tweet quote
1:27:10
“A 1K school owner is on every platform. A 10K school owner is on three platforms. But a 100K school owner is on one platform.”
Three-step escalation with a counterintuitive ending, made to be screenshotted.→ IG reel cold open↗ Tweet quote
1:30:20
“If you want to make $100,000 a month, say you're charging five grand, which means you need 20 customers, 33% close rate, that's 60 calls a month, two calls a day.”
The entire business model as arithmetic, in one sentence.→ TikTok hook↗ Tweet quote
1:36:45
“You either earn or you learn.”
Four words, repeated as the episode's closing frame.→ newsletter pull-quote↗ Tweet quote
Topic Map
Where the conversation goes.
01:57 – 16:00steadyHow both hosts built their first income online
16:00 – 26:55steadyPartnering up and validating a coaching offer
26:55 – 40:04denseLow ticket versus high ticket economics
40:04 – 52:10denseCohort results and selection effects
52:10 – 1:06:15steadyWho the model actually works for
1:06:15 – 1:14:00denseOffer design and pricing
1:14:00 – 1:21:10denseThe launch sequence
1:21:10 – 1:35:05denseTraffic and conversion systems
1:35:05 – 1:42:34steadyFailures and realistic expectations
The Script
Word for word.
Read-along
Don't just watch it. Burn it in.
See every word as it's spoken — crank it to 2× and still catch all of it. The same dual-channel trick behind Amazon's Kindle + Audible.
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metaphoranalogystory
If you look at the school's leaderboard, you'll see something interesting between the top three people. See, they're not selling low ticket. And they're not really just doing high ticket either.
There's a new way, a different way that people aren't talking about that we've seen be the most effective monetization vehicle. So today we are joined with Aiden Labresh. He's the third highest earner on all of school and there's 200 ,000 communities.
So that's pretty impressive. He went from zero to $300 ,000 per month in just 12 months as the number one school community at helping educators monetize their skills, audience, and expertise on school. I'm joined by Andrew Kirby.
You're the first ever school investor. Starting strong, gonna make me blush here, but school actually hired you. to help educational creators scale to $100 ,000 a month on the platform.
You sit next to Sam Ovens, the CEO of school every day. You've got to pick up a thing or two with that. You've ran Hormozy's school games for him.
You work with Hormozy with Platinum. And you've probably helped and seen over $100 million processed through the platform through the people you've directly helped. Yeah.
I mean, either way, the goal of this conversation is I view this as a once in a lifetime conversation because there's really never been a conversation ever on the internet with the third highest earner on school and the first investor in school or whatever credibility that I have. So it's a pretty cool conversation. And really the goal of this is we're speaking to educators out there.
You either have a school community or you want to launch a school community. You're good at what you do. you have a network or an audience and you're trying to figure out what's the best way to monetize and have an impact on school.
So that's what I think this should be about. And I think I'm actually most curious about, and I think those educators would probably benefit the most from hearing how you reached the level of success you reached on school, because it's easy to look at that and be like, holy shit, first ever school investor, you know, first ever free school community hosted on the platform, working with Sam Hormoz, doing all these amazing things.
What was the path to success on school? I mean, it all started before school even existed when I had my YouTube channel and I was making content about productivity and personal development and stoicism and that sort of stuff. And really my goal was I was a university student studying marketing and I hated it.
I mean, on the first lecture, I very quickly realized that the content I was consuming online about marketing was better than my actual degree. So I told myself and I committed that I was going to find a way. to not end up in a boring marketing job that sucked my soul.
And I thought that content creation was the answer to that. So I spent a lot of time creating content. I built somewhat of an audience.
I ended up at 600 ,000 subscribers, but at some point along the way, just a little subtle flex. At some point along the way, I realized that sure, I had some people who knew what I was. I had a little bit of an audience, but I still was making no money.
And that was so frustrating to me because I was stuck doing something that I hated and I wanted freedom over my time. So that led me down this deep rabbit hole of figuring out not just how to grow an audience, but how to actually monetize an audience. I think a lot of people put a lot of focus on building an audience, getting more traffic.
Everyone thinks they need more traffic. But a lot of people don't need more traffic. They need to monetize the traffic they already have.
far more effectively. Otherwise, they have what you coined as broke influencer syndrome. Exactly.
Yeah. So on that rabbit hole, I ended up finding this guy called Sam Ovens, now CEO of Skool, but this was before Skool even existed. And he helped me monetize my audience.
And that completely changed my entire life because when you have a way to get traffic and you have a great way to convert traffic, which is where most people are missing. Your whole existence transforms like I went from a broke struggling student to making a hundred thousand dollars a month within a couple years I made a million dollars as a result of that age like 21 and I traveled went to Thailand did whatever I wanted to do But the whole point of this was that I was a student of Sam's.
Yeah, so when Sam launched school He launched it first to his customers. And I asked to invest and was the first person to invest.
And that's how I got started. I think you kind of left over one or two things. Oh, you know, I made my first $100 ,000 a month at $21 million.
What was your offer? What were you selling? How did you actually do that?
I help people beat procrastination. So I think the best question to ask is just what's the most valuable problem that you've solved? That was really the thing that started to unlock the monetization for me.
Because before I was selling low ticket, I was taking sponsorships with brands I didn't really care about, or I was trying to monetize with AdSense and it just sucked. But what Sam helped me realize is that the way you make the most money is by adding the most value and charging according to the value that you provide. So I asked myself, what's the most valuable problem that I solved?
The first thing was actually I'd just been through a breakup. And I was going to help other guys get over their breakup. I called it Breakup to Breakthrough.
Charged $1 ,000. That was my first $1 ,000 sale. Nice.
Then realized a tiny percentage of my audience actually had that problem. So I needed to make an offer that more people that I knew actually had. And for me, I used to procrastinate a lot.
Then I stopped and I helped people beat procrastination. That was the offer. What was it called?
procrastination program. The brand was time theory. The product was just procrastination program.
Okay. And you're driving traffic from YouTube and you grew your YouTube channel to 600 ,000 subs in the process. Then when did you first start your first school community?
As soon as I found school, this was after I'd grown the YouTube channel up. And as soon as I'd made the money that I'd made, I realized that I didn't have to do things I hated anymore. I didn't really enjoy making content about productivity or procrastination.
I'd kind of moved on from that. So what I realized that the most valuable problem that I'd now solved wasn't beating procrastination. It was building and monetizing my audience.
And I realized that there was no community out there for educational creators. And you know, Naval Ravikant? Yes.
He had this tweet where it's like the modern forms of wealth will be made through content and code. And I saw a community out there called Indie Hackers that was for people trying to build an income through code. But I realized that there wasn't a community for people trying to build an income through educational content.
So I started the first free community synthesizer. My goal wasn't to try and make money. I just knew that there was a gap where nobody was really helping educational creators.
And I wanted to help them because I had experienced the pain of doing what I hated and trying to build an audience and get freedom from that and struggling. But I then wanted to help other people with that as well. So I like that idea of solving problems and sharing solutions.
Synthesizers, not a musical instrument, like some people think. Because everyone is a synthesizer. And when I look at my past self, the first businesses I started, the first money I've ever made online, it was that exact path.
it's like what problems have i solved in my own life therefore what am i qualified to help people with and as you grow those problems you solve yet bigger the outcomes get stronger and the money you make kind of grows as a result yeah but how did that flash forward to the school games and i remember coming across you and it was like host of school games andrew kirby yeah what was that all about yeah so i first invested in school and i was doing my own thing Like I was working with this guy called Rian Doris who had a big education business.
He was making many hundreds of thousands of dollars a month and he wanted to build his audience. So I helped him build his YouTube channel. We went from zero to 100 ,000 subscribers in six months and that was great.
But then I realized that maybe I'm better suited helping people that have an audience monetize. So I had this self -improvement YouTuber friend called Hamza, one of the biggest in the space. Adonis is his catchphrase.
And he was making like 10 grand or something like that. And he had this massive audience. So I said to him, like, come on, you've got this massive audience.
You should be making way more than 10 grand a month. So I actually helped him launch his school community. And he went from the 10 to 20 mark up to $200 ,000 a month, pretty much instantly.
And that was valuable for school because Hamza was like the biggest self -improvement YouTuber. And what happened was when... Hamza joined school, loads of the smaller self -improvement YouTubers joined school.
So much so that there was just like topless dudes everywhere in school. You're the one to blame for that. So I went to Sam and I was like, was it valuable that I brought Hamza onto school?
And he was like, yeah, really valuable. And I said, would it be more valuable if I brought even more creators like Hamza onto school? And Sam was like, of course.
So that was actually the first thing I did. School basically hired me to help educators monetize their audience on school. And we ended up bringing some massive creators like Teaching Men's Fashion has 10 million subscribers.
Kai Nemza has 10 million followers. Even like Steve Hoyne, who helps Amazon engineers. He made $165 ,000 in his launch.
It's now processed over a million dollars. Jenny Hoyos is like the short form content queen. We worked with her.
Leon Hendricks made $120 ,000. We just helped a bunch of... Brandon DeJoyne, guitar.
He made like 200 grand in one launch. Anyway, there was a ton of big educational creators that we brought onto the platform through that project. And then from that, I was helping like medium -sized educational creators, like 10 ,000 followers up to 10 million followers on the massive side.
But then Homozy invested in school and Homozy joined the team. And I was like, okay, these creators are amazing, but Hormozy is a different beast. So the growth that he brought to the platform was so much more than all the creators that I'd brought onto the platform that I stopped focusing on that and just focused on hosting Hormozy's school games.
So I stopped doing that and just focused on activating the school games and growing that. Yeah, you know, it's funny. I think that's around the time that I really became more aware of school because I was aware of school.
You know, I knew you were on there. I think I was part of Synthesizer. You know, there's school communities popping up here and there.
But when Hermosi went in on it, that combination of like two goats of the space, Sam Ovens, basically the guy who created the economy in this space. And then Hermosi, who's... The best.
I don't think anyone can dispute that. I'm like, I don't want to bet against these people. I remember you said that as well.
Sam is just the product guy and Hulmozy is the advertising marketing guy. I mean, Hulmozy's many things. He's an amazing writer.
He's a great philosopher, great thinker. But advertising, he is such a beast. And when you combine an amazing product guy, Sam, with an amazing advertising guy, Hulmozy, you're so stupid.
It's like betting against the house. Literally. Betting against the house.
You just can't. That's actually around when I started my first school community. Yeah, I remember that.
Tell the story. I mean... That's actually how we got first connected.
We've been working together for a few years now and done a lot of cool things together. But the relationship started when you joined my low -ticket school community. So I had a school community called X -Porter.
It was about, like, monetizing an audience through Twitter. Because my proof, the problems I had solved, I was doing ghostwriting, appointment setting. I was running some done -for -you and some businesses through Twitter.
So I'm like, you know, I'll start a school community about it. And I went with, like, a bold strategy. I'm like...
I want to make it $33 a month. I want 10 ,000 people. to be paying me $33 a month.
That's going to be brilliant. Was that $330 ,000 a month? Is that the idea?
I don't even know. I'm like, something crazy. I'm on 10 ,000 people.
You know, funny story. The reason I joined your group was because school created a stipend for employees that they would get $100 a month paid to join someone's community. So the only reason I joined was because I had $100 to spend.
And I'm like, may as well join. And I was like, Twitter's kind of interesting. Search it up on School Discovery.
This group. Looks great. Wow.
Join. That was a pretty cool group. I feel betrayed.
I feel betrayed. I actually didn't know that. I thought you just joined out of the goodness.
I'm like, my about page must have been so good. Just converting the best high intent leads. Yeah, but I launched that.
And, you know, quickly I got it from up to, I launched it, got the first 50 paying members in it. I'm like, oh, this is pretty good. This is cool.
You know, this is nice. A couple grand a month. The amount of work I had to put into it, the amount of work I had to put into getting a $33 customer was insane.
And then after I put in all that work to get a customer, one other person would be like, oh, you know, it's a little expensive for me. No, I'm going to opt out. I'd rather pay for Netflix, I guess.
And they'd leave. And I was like, well, we were working together because you joined the community. Long story short, we ended up working together.
I was running that community for like six, eight months and it was just, yeah, just making a couple grand a month, you know, nothing fancy. It was just kind of cruising and I was kind of stuck and you planted some ideas in my head at the time and how I could make communities better. I mean, you had what, like a medium sized audience?
Tiny. I, my proof came from. doing the work with clients, not myself.
So I only had 2 ,000, 3 ,000 people in my audience. And I mean, that was enough to make 10, 20, 30K a month, but not $10 ,033 a month. Yeah.
And only 10, 20, 30, if you actually monetized it in the right way, like you were making two, three grand a month or something like that. Yeah. Yeah.
It was a little frustrating. Yeah. I guess what is the best way then?
Like for someone starting out who's looking at that story and like, okay, I'm not an Andrew Kirby. You know, I'm not starting with, by partnering with Alex or Mosey and running his school games. Yeah.
I mean, I think like how our story continued kind of reveals the answer in many ways. Yeah. Because what happened was I joined your community.
You started doing things for me like ghostwriting and you killed it. threads were going viral. I remember we made a thread about Evelyn who's, you know, runs ads for school and got like hundreds of thousands of impressions.
800 ,000. Yeah. 700 ,000 impressions.
It was pretty cool. And then basically everything that I gave you just did really well at. So I gave you a little bit more and you did well at that.
And I gave you a little bit more and you did well at that. And then you ended up joining synthesizer. Yep.
and i remember like this whole time i'm so focused on school schools being the main focus that's where all of my attention goes synthesize was like my passion project i started that because my heart goes out to educational creators and my heart goes out to them because i was them and i felt the pain so there's just this thing like if you felt pain you want to help other people who felt that pain because you can empathize with them so much more deeply anyway You started helping me there.
And then you were basically saying like, come on, we've got like, we got to do something. We got to do something. Like we were losing money.
Yeah. We were losing money. We were just doing it for free for fun.
And then I, at the start, my logic was like, okay, well, why don't we try and monetize by promoting school and getting school affiliates? We did pretty well. Like what?
10, 15 ,000 a month. I think our peak was like 18 ,000 a month. Yeah.
Isn't terrible from like promoting up. 40 a month product i guess yeah in the form of an affiliate for software but so that was the main way that we started and then i mean it was very clear that it was it was under monetized and the thing with under monetization is that you leave not just income on the table but impact on the table yeah because if you really help people and you monetize the right way that's actually how you help the most people Like that's the core idea behind synthesizer.
The way you make the most is by helping the most. That's actually what drew me to working with you more. Well, I mean, there were a few things.
One, I was doing everything. Like I'd sold everything. Low ticket memberships, done for you, agency work, setting sales, high ticket one time.
Like one -on -one coaching was one of my first sales ever made. So I'd kind of sold everything. And you can't do everything at once.
need one great channel one great offer and all that stuff but what i was drawn to was the mission behind synthesizer and school as a whole it was it felt bigger than an individual and you had that term synthesizer freedom which basically means impact income and freedom and one of those things is useless without the other like if you're making great money but you have no freedom and people hate you because they've paid you and they like this guy sucks i want my money back you're not gonna be happy yeah if you have like impact and income but you have zero Freedom, also not super fulfilling.
It's like the golden handcuffs. It's golden handcuffs. You kind of want the balance of the three, and that's what Synthesizer was all about.
And, you know, looking at you, I'm like, okay, this guy's working with Sam. He's working with Hermosi. the goats school is just getting started i saw school as like the next trend yeah the next big thing yeah and i wanted to just align myself selfishly yeah with this that opportunity as much as i could which meant when you put things on my plate i'm like all right i'm gonna i'm gonna take this and over deliver yes like if you want uh one thread i'll write three and they're gonna be great yeah that's smart yeah and it's actually crazy the trend of school because like The way I grew my YouTube was largely through trends.
I started making content about stoicism. Stoicism was trending. Then my channel really blew up when I was one of the first people to make content about dopamine detoxing.
I got like 10 million views in five videos or something stupid like that. And I saw the exact same thing with school, like exactly like you're describing. And it's crazy to think now that school has basically 30 million users and 30 % of all of the memberships on school come from school.
Meaning just by being on school, on average, creators see a 30 % boost in traffic, which is the number one constraint that's holding creators back. That is kind of insane. Yeah, I think that's insane.
And the lesson I take from that is you want to align yourself with the platform's incentives. Yeah, that's true. Like growing on YouTube or growing on Twitter, both things that we've done together.
If you're growing on YouTube, you got to ask yourself, what does YouTube want? And what YouTube wants is for viewers to stay on YouTube and therefore watch more ads so that YouTube can make more money. So if your videos just retain people and get people to spend more time on YouTube, they will boost them and they will perform better.
And the same is kind of true in school where if you align yourself with what the platform wants and what it's doing, it makes it easier for you to grow faster. It's so true. There's a great point.
Like nowadays, platforms have eaten websites where it's very rare that you find yourself on a random little blog. When was the last time you were on a little blog or a random little website? People nowadays spend their time on YouTube, Instagram, Facebook, school, Google, ChatGPT.
Like these big platforms dominate the whole of the internet, which means they are the gatekeepers to your success. And if you want to unlock the gate of the platform, You have to align yourself with the incentives of the platform to get the traffic and to reap the benefits.
But we were telling a little story and we got a little... A little derailed here. Which is cool.
So the story we got to was free group started monetizing through affiliates. Yeah. So we were promoting school.
We did something called high ticket synthesizer cohort. It was free. Ran live as a free cohort.
Yeah. The only step in was like you had to use school as part of it in order to benefit from it. Yeah.
And we did the synthesizer roadmap, which is a free course. Free course. Like you flew me out to bath.
My first time in the UK. To work on a free course. To work on a free course.
Who does that shit? And basically what we were doing is we were laying the foundations to the protocol, which we have seen be the most effective way for educators to monetize. Like back then we were getting started.
We were laying the first draft. The synthesizer roadmap was V1. High ticket synthesizer was V2.
And we just kept layering it on. But anyway, how did we, like, what was the monetization pathway from there? Well, we can tell some behind -the -scenes stories that most people, I guarantee, do not know.
And that is when you flew me out to Bath, I was still doing everything. I still had other clients. I was still doing the community.
And you kind of asked me, like, do you want to go all in on this or not? Kind of almost like a test. And I'm like, oh, shit.
What's the opportunity cost? My own businesses, they're paying me money. But, you know, school's pretty great.
Andrew's pretty great. school games is that i think i'm learning more i'm growing faster there's a short -term cut like i had to make a lot less money in the short term in order to see that long -term kind of potential card play out and i remember you asked me like are you going to go all in and the reason i asked that is because for you to then basically come in and run synthesizer that's a huge level of trust and responsibility yeah the worst case scenario is that you do that and then you just run off and do your own thing and then steal everyone and then i'm left without anything and it's a sad time to be alive yeah i just burn you exactly it's like your money that's that's the logic behind it but anyway yeah so you needed a high level of trust that i'd be able to one perform and to not Just run off and get distracted.
Run off and get distracted. Whatever. And the moment that we ended up fully partnering together was, on school, you can change your handle, like, to at name.
Yeah. And you can only change it one time. Like, I'm at Kirby.
Yeah. And you can only change it one time on the platform. And I remember there's one guy who stole at Aiden.
Yeah. And I was like, oh, shit, that's the worst. He ended up working with us now, like, Aiden Krotinger, great guy.
Oh, nice. But I'm like, okay. I changed my name to at synthesizer.
I'm like, I'm all in. You can't reverse this decision. I am at synthesizer.
And then I just sent you a link to my profile. And I'm like, how about that? That's so funny.
And you still are. School .com slash at synthesizer. Yeah, that's crazy.
Yeah. And then we started testing some more things. What do we kind of monetize next?
Yeah, I mean, a lot of different things. Then what started happening was people were coming to us and they were saying like. You guys are clearly the best in this space at helping educators monetize.
You've worked with all these different people. You've been hired by school. Like I need help because there is this real segment of people out there that either have a school community or they have an audience or a network.
They're good at what they do and they know that they could be making so much more than what they are making, but they're stuck. They don't have the right roadmap. They don't know what they should be doing with their time.
Shiny object syndrome. Shiny object syndrome. They hear one person saying this model, the next person saying that model.
It's super overwhelming and super confusing. Yeah, it's like the incompatible puzzle problem. Yeah.
Trying to fill in a puzzle by taking like five different puzzle sets and then piecing them all together. Which is obviously never going to work. Yeah.
But that's what people are trying to do because there was this gap of like real legitimate people talking about how to most effectively monetize your audience in a way that converts well, gives you impact, freedom, income, etc. Yeah, and I remember I was at the front end of this because I was actively running the community.
And people would come to me like, hey, can we give you money to help us? Like, no, you can't. Like, okay, who should I give it to?
Like, who should I spend money on? And we were doing affiliates and referrals. I mean, that's what we explored.
Yeah, but the problem was most stuff sucks. Yeah, like what was happening is we were recommending people to go somewhere and then they were coming back and they were like, yeah, that kind of sucked. And then we were like, okay, maybe we shouldn't keep recommending that person.
And we were trying to recommend the best of the best of the best in the space. But it was just, people were struggling. It's hard.
Yeah. You have to know some stuff to be able to help people monetize in the right way. And that takes some experience.
And there's people in the industry that are good. I'm not trying to like. Yeah.
Whatever. Anyway, that was happening. And then you were like, why don't I just coach some people?
Come on, let me loose, Andrew. Let me loose. So that's what happened, right?
Let the dogs out.
Then what happened? Yeah, so you're like, I don't know, you know, maybe. I was just focused on school and like...
Can't distract from school. The interesting thing about school, the reason I like it, is because school's mission is to help one billion people find community. And Synthesize's mission is to help one million educational creators go full -time doing what they love.
Yeah, very tied together. And the interesting thing about that is to help a billion people find community, you need roughly... a million educational creators going full -time, doing what they love to get the two.
So Synthesizer and school align perfectly. School is like the demand side, the member side, and Synthesizer is like the creators, the supply side. People who make it happen.
Exactly. Yeah, so it's very aligned. So we decided to do a test.
Five. Five tests of five people. Take on five people, help them, see if basically Kirby Challenge, can you get...
five people results yeah will they be happy they paid you yep so i'm 511 clients didn't really have any program built out or anything like that had lots of experience expertise you know we've done a lot yep scaling communities to 100 000 a month so i knew the overall path but we hadn't mapped it out and it ended up going really well yeah i even remember mike lawson was one of the first people he yeah he's adhd coach he helps ap with adhd get more productive he was one of the very first people and at the time he was working a full -time job making 30 grand a year yep 30 grand a year yep as a working in a warehouse and he made his like first 10k in one month yeah and he's continuing to do that to this day which is pretty cool yeah he's now full -time massive audience how much on instagram now he's over 100 000 on instagram now pretty cool we had other guys you know we had a guy named greg who ended up doing a couple million pounds yeah that was in like crazy niche that's another story for another day yeah we had other people and they were happy and they said good things
And so I'm like, all right, let's do a little more. So we planned our first launch, synthesizer scaling first launch. And we were doing it as one -time payments because at the time that was like kind of the best model on the school.
High ticket, one -time payments. Did our launch, sold out, $350 ,000 launch in 30 days. Yeah, that was crazy.
So validated as well. I'm like, all right, Andrew, let me loose. And that was kind of the start of...
the business that kind of carried us to where we are now so that was synthesizer scaling um and then at that point you'd done low ticket we'd done high ticket but the interesting thing the thing that i think is an interesting thing to talk about is that most people do the debate low ticket versus high ticket yeah should we debate today which is about a low ticket or high ticket yeah but from what we've seen in our experience Which is arguably the most experience on all of school.
Yeah. The most data collected on all of school. There is a new way, a different way that people aren't talking about that we've seen be the most effective monetization vehicle.
Now, I will preface this by saying there is no right or wrong way. School is a platform for anyone to do anything. Yeah.
Like Claire's brother has a community about how to run a sub 20 -minute 5K. He just loves running. It's a free community.
That's chill. Some people just want to have a community about crochet. They don't care about the income.
They don't care about the impact. That's completely fine. You can use school in any way that you possibly want.
Yeah, but for the educational curator who has solved a valuable outcome, meaning they are good at what they do, they are that synthesizer who solved a problem looking to share a solution and looking for the best, most effective path to monetize to 100K a month, there were kind of two problems. And one is with low ticket, you need a...
Shit ton of traffic. Yeah. Like even recently I analyzed every $100 ,000 a month community on school and the average low ticket community gets 43 ,000 about page visits per month.
That's more than a thousand visits per day. Most people don't get a thousand views on their content per day. And even if they do, it's most people don't visit.
They don't click the link. Yeah. So you do need a ton of traffic, but if you do have a ton of traffic, then it can work.
It can work. You can drive it. Ton of traffic and you can't get to 100K a month.
Assuming, you know, other factors like good offer, good niche, all those variables you need in play. And then you got to manage churn. Yep.
Because churn can be significant when dealing with low ticket MRR, like 20 % churn on $100 product. you're going to need to add a lot of people to make up for that every month, a significant higher number than anything else. So that was a problem.
And we should also say, we're talking about $100 ,000 a month here. The people that want to make $1 ,000, it's very different. Of course you can do that.
But if you're full -time, you're serious, you want to make an income, you want to make an impact, you want to push yourself. That's kind of more what we're talking about here because we're ambitious. Yeah, and that kind of leads us to the math of, okay, if you need a ton of traffic and it's really hard to get to 100k a month with low ticket and it's very rare for people to do it, then it must be high ticket.
Yeah. It must be high ticket. It must be, right?
The only logical answer because you can monetize your audience to a higher degree. Yep. And when we look at the high ticket communities doing over...
$100 ,000 a month, they typically have way less traffic. And they're making more what we call dollar per subscriber, dollar per audience, dollar per view. Instead of like 0 .01, like one cent per view, if you're doing low tickets and something like that, and you have a million people in your audience, you're making a hundred grand a month, you can have a lot smaller, but make a lot more.
And this is a super rough heuristic, but from what we've seen, high ticket, you can roughly make $1 per follower per month. As a minimum. Yeah, this is very rough.
It depends on so many factors. And also followers doesn't really matter. It's more about how many views you get.
You can't expect to make anything. Roughly $1 per follower per month. And the low ticket is roughly $0 .10 per follower per month.
very rough math but just as like a little and we see all sorts of different things like speaking of mike he set one of the records in synthesizer where he got a three thousand dollar sale off of 30 views on youtube and i was making well over 10k a month with like when i was at 1500 yeah people 1500 making over 10k a month on twitter but with high ticket there's problems as well yeah i mean high ticket has been like There's been two different segments of this industry that I've seen.
There's been the info guys and then there's been the creators. These are the two segments. And these are slowly merging.
But basically the info guys, these are the direct response marketers. These are the people that more focus on ads. These are the people that really cracked monetization.
These are the people with the funnels and all of this stuff. And they obsess over marketing and copywriting and persuasion and all of this sort of stuff. For the longest time, the model to getting to $100 ,000 a month has been high ticket, right?
If you're serious, you get into these spaces, eventually you realize that's the most effective thing. This is what the playbook has been for the longest time. Everyone agrees on that.
Probably a decade, 10 years since this space was created. And then there's been the creator space. These are the people that primarily focus on content.
I think of someone like an Ali Abdaal sort of person. He's a content creator primarily. And these people normally monetize through sponsorships, through AdSense, maybe through some low -ticket courses that they have, a Stan store link, a link tree, whatever, these sorts of random things that they're doing.
And they're two different segments, but really the people that are serious about making money have been doing high -ticket. But really that industry, they're struggling. high ticket guys they're struggling because from what i've noticed the hard part about high ticket is it's finite meaning you have to keep attacking leads every month when we did our 350k launch it was high ticket because that's what you do right that's what you do we went from i mean 10 grand a month with affiliates and sponsorships and like me a couple grand a month with low ticket to 350 000 in one month yeah with high ticket but the next month You only make money from the payment plans that carry over.
Yeah. If you want to do that every month, you've got to repeat that process, which is hard. It's kind of like you can never step off the treadmill.
100%. Both of them actually have the treadmill. The treadmill of death.
The treadmill of death. Yeah. with the high ticket people is most of the time they get in their traffic from ads.
But because ads continuously get more and more and more expensive, meta ad costs go up, profit margins shrink. And that was the way that they were able to keep selling to new people, meta ads. But now that that's getting more expensive and harder to do and meta is cracking down and banning people left, right and center, high ticket guys have been struggling.
more and more and more in the last couple years yeah and it's still probably the best model for making money except for like this new model that we've kind of cracked yeah which no one is talking about i've literally not heard the term once never until actually a few days ago lunch at the school office yeah and sam ovens actually mentioned it yeah and when he said it i was like that yeah that's it and probably the simplest way to explain it is that The benefit of low ticket is that it's recurring, which means...
That's what people want, recurring revenue. Exactly. It could be passive, and it means you don't have to constantly be selling to new people.
You kind of do, but you don't really have to be selling to new people, at least not as much as if it was a one -time thing. That's the benefit of low ticket. It's recurring.
The benefit of high ticket is that you make way more dollar per follower. It's the most effective monetization mechanism. At the cost of a little bit of complexity.
Yeah. You have to do sales scores. There's more stuff that you have to do.
But... Fulfillment. There's fulfillment.
And that's sort of the trade -off that people make. But the interesting thing... You can only do it.
You sell once, you have to sell again and again. Exactly. That's the downside.
That's the biggest downside. Yeah. But the interesting thing is if you look at the school's leaderboard...
And I can pull it up. Yeah, let's pull it up. If you look at the school's leaderboard, there is a leaderboard that shows the different amounts that different people on school are making.
Month over month. If you click all time and you scroll down, you'll see something interesting between the top three people. See, they're not selling low ticket.
And they're not really just doing high ticket either. They're not doing the normal high ticket model. There's no payment plans.
There's no buy now, pay later. Yep. Doing something a little bit different.
What are they doing? Should we tell them? I don't know.
What is it? And bear in mind, the third highest earner is... Is it Aiden LaBrescia over here?
Recurring high ticket. High ticket MRR. Yep, high ticket MRR.
Seems to be. The top three communities on the platform are doing high ticket MRR. Yeah.
And when we did high ticket MRR, it's what took us from zero to 300 ,000 MRR in under 12 months. Yes. And sure, the first month we had a great month, but then it dipped down and we were struggling and delivering to those people and having to figure out what are we next going to sell.
Yeah. So really from an MRR front, I think if we looked at the numbers, we actually added the 300 ,000 MRR and more like four to six months. Yeah.
Because our first three, four months we were selling one time and things like that. So yeah, I would say that like, if you're an educator, meaning that you teach people, and you've done something valuable, which means you've achieved some outcome that other people want to achieve, and you're willing to do whatever it takes to make the most income and the most impact, then high ticket MRR, proven by the top three on the leaderboard, is the most effective model at doing that.
Recurring, like low ticket. Monetization capability, like high ticket. Yep.
Win -win. Exactly, yeah. Now, I would say there's none to very little argument ever to do just high ticket.
I don't think it makes sense because you just don't have the recurring. There is an argument for some people to do low ticket, which is that if you don't want to do calls, you don't want to manage somebody doing calls, or you just are doing it for fun and it's like a passion project. There's nothing wrong at all with low ticket.
It's just different solutions for different people. And that's the interesting thing about school is there's no one. one size fits all cookie cutter answer yep and you'll see that when we do delivery in the program people kind of expect that most things teach a cookie cutter answer and they don't want that yep now because it just doesn't there's no one size fits all best approach it's true and you can do low ticket to high ticket yeah there's many different models we've seen like voitek for example video game niche he helps people get better at cs counter -strike And he has a low ticket community that he's making 10 grand a month from.
And when he supplemented with high ticket, he went from 10 to 40K a month. Yeah. So he had a little three, he added like a, well, technically it was a 4X, but that is kind of his best model.
That's what worked best for him. Another person like Kevin Zhang, you know, he's a big YouTube audience. He's anime fitness.
Yeah. So it's like helping people that like anime. Get shredded.
Get shredded. With home calisthenics workouts. Yeah.
So not stepping foot in the gym. He has like a little $67 product that people buy. And then he has a higher ticket coaching program that makes up most of his revenue.
And that's what got him to $100 ,000 a month. So we do see that work. Yeah.
But it is a question of simplicity as well and kind of what works best for you. Yeah. Yeah.
I mean, the last thing that I want to do is tell anyone what they should do. That is not what school is about. there are different things that are right for different people.
There is an argument for some people to do low -ticket. There's an argument for some people to do high -ticket MRR. But the top three of the leaderboard all doing high -ticket MRR is an interesting fact to consider.
Yeah, and the cool thing about it is, like, I went to Europe for a couple weeks, had a family wedding, went to F1, did some fun stuff, right? Yeah. And I didn't really do anything.
It was two weeks, let's be honest. But the business continued to generate $300 ,000 a month while I was gone because of the high ticket MRR piece. And that just wouldn't have been possible if I was stuck doing everything by myself and selling one time.
Counter argument is you do have to do calls or have somebody do calls. For example, Nick's arrived, makes 300 grand a month on school, low ticket, and... 220, yeah.
220, whatever, 250, something like that. Yeah. And he...
By himself. By himself, with 95 % profit margins. Like, that is insane.
You can't really do that with anything else. Yeah, he does have, like, the AI niche going for him. He has a massive audience.
He's great at what he does. So there's some things, but, like, all of this is to say, you decide what's best for you. Exactly.
So then what happened? Scaling, what is that? How did it continue?
Where does the story go from here? Yeah, so we kind of validated it with the first launch, right? And then we kind of began to transition to a more high -ticket MRR model.
And specifically, it was designed to help educational creators. So it was designed to align with what school wants from the platform, which is more people using school and driving traffic to school. So it was...
That was pretty cool. Yeah, that's like a big -ass eagle. It's a hawk going by, giving us a little scream.
It was designed to help those people, those educational creators, monetize, get to $10 ,000 to $100 ,000 a month on school. And the success rate was pretty insane. Yeah, I've honestly never seen the success rate.
Yeah, we're actually the only people in the whole entire industry who have ever... I ask anybody to find someone else who's done this and I want to shake their hand because we're the only people I've ever seen share every single customer's results. Not just the top three, the top five, but every single customer's results that went through it.
Yeah. And literally today, oh no, not today. Well, today we announced the results for the 100 season two finishing.
It finished, what, like a week ago? Yeah. Something like that.
Something like that. And we do have the results, which I can pull up. Yeah, and while you pull it up, the context is the 100 was a competition that Harmozy had originally asked Kirby to run.
Yeah. And it was a competition designed to see how quickly we could scale or how much we could help 100 educational creators scale on school in 90 days. So how much they made before.
how much they made after, how big was the growth. And the first one was pretty insane. The average person had like $15 ,365 per month.
So like $45 ,000 was total, something like that. In the 90 days, yep. Crazy.
So this was season two of it, where we're taking 100 educational creators and the challenge was how much can we help them scale? And a tiny bit of backstory between the 100 season one, Homozy was about to launch his Money Models book. And basically...
said that this launch is going to come up and the best proof that you can have for any sort of big launch like this isn't just to share your best case studies. This is what most people in the space do. They have a few, they have like hundreds of customers, five successful ones.
And then they just talk about those. And they just talk about the five successful ones again and again and again and again. But Humozy taught this lesson, which I think is a great lesson.
That if you really want to show how good you are at delivering results, you need to get a group of people and you need to tell people the average results that they got. Share the actual data. Exactly.
And he did this with Gym Launch. I remember his best ad ever was basically saying... our average gym lord which was what he called his gym owners scale to x to x in this amount of time i can't remember the numbers but it was impressive it made other gym owners think oh wait this isn't just a few people to get results the average gets this results that's impressive so he was like we want to get some data he asked me to run the 100 and see what data could we get for the 100 and basically like you said 90 day cohort our goal is to teach people this model and see how much we can help them get results in 90 days the average person added 15 000 $373 per month, which was like $45 ,000 over the 90 days added, meaning on top of what they made before.
But the 100 season two recently is over. Yeah. And we've just released the results today.
Yeah. The average amount made in 90 days from these 100 school owners was $70 ,021.
Average. That's kind of crazy. I don't think I've ever seen that ever before.
So $70 ,021 was the average amount made. Average amount added in 90 days, meaning the amount they made in the 90 days before was subtracted from the total amount they made during, was $45 ,565. The top three alone.
Added $1 ,237 ,229. Just the top three. Yeah.
And I've noticed some people with the first hundred were like, oh, you know, the top three skew the results. Exactly. You know, they're so good.
They're going to skew the average. Yep. So what happens when you take away the top three?
Yes. How much did the average person make minus the 1 .2 million? Yeah.
So the average person. Logan Sandler, who killed it, who is now the top earner in all of school, who won the 100 season two. He added $879 ,397.
Pretty crazy. Insane. So he definitely dragged the average up.
Yeah. He teaches blue collar business owners how to grow their business. Pretty much, pretty much.
Great niche, great offer. He's great at what he does. Yep.
Does an amazing job. The second person, Jasmine Bautista. Yeah.
added $191 ,754. Yeah. And she helps Latino immigrants to the United States invest in the stock market.
She was a Latino immigrant. Now she went through the problems of investing and building wealth and taking care of her family. And now she's helping other Latino immigrants do it.
So like impact, income, all in one. Great, great individual. So she dragged the average up as well.
Yeah. Then the third was Sam Rathling. Yep.
who added $166 ,078. Also drags the average up. She helps LinkedIn.
She helps people. Grow on LinkedIn, essentially. Get clients from LinkedIn, like LinkedIn stuff.
Yeah. So if the average amount made was $70 ,021, and we know that the top three dragged the average up a lot, let's exclude them fully. Get rid of them.
Just delete them from the data. Outlier, you could say. Yeah.
Exclude them. So excluding the top three, the average amount made in the 90 days was $45 ,586. 45 grand.
45 big ones. Exactly. Yeah.
Now I think the question here is like, this almost sounds too good to be true. They took a hundred people. The average person made $70 ,000 without the top three, 45 ,000.
That's pretty insane. The question is that I would be wondering is what actually contributed? contributed to these results why are these abnormal results and obviously like you can't expect to just start and launch a school community and just make seventy thousand dollars in 90 days that's very true you can't just expect to do that these results were carefully selected but why like what actually contributed to these insane results the first 100 we basically taught a four phase protocol first phase is backbone which is basically who do you help?
What do you do? What's your proof? What are you the best at?
What's the most valuable problem you've solved? How do you structure your school community? Exactly.
Offer is another way to describe it, but Backbone adds a little bit more like your backstory and your proof and stuff like that, which can be shaped to shape the rest of it. So we taught Backbone, get a solid offer, make something that people want, et cetera. Then we taught Attract, which is basically how do you get more people aware of who you are?
We taught how to get traffic from school, how to get traffic from YouTube. how to convert Instagram, et cetera. Then we taught convert, how to convert the people that you already know about you into customers.
We taught how to get on calls, how to convert people effectively, et cetera. And then we taught deliver, which is basically how you deliver amazing results without it taking so much of your time. The one big difference between the 100 season one and the 100 season two was that there was another phase added right off the backbone, which is...
the biggest thing at getting people a lot of income and impact in the shortest amount of time. The rapid launch. Exactly.
Yeah, that was one difference. Then I would say there were a few others like factoring in more pieces to the backbone, looking at the backstory, the vision, the proof, the niche, offering a little more depth, and obviously a whole other host of things. But that was one.
So giving them a clear roadmap to just execute on that has the highest likelihood of helping them scale their community in a short period of time. What this did, which I think was so important when we look at the top 10 and differentiate them from someone who's been at school for a long time without seeing that amount of growth, is there was no time spent thinking or questioning what to work on.
All the time was spent executing on the proven path. And we kind of have an analogy. The time you spend thinking about what to do is wasted time that you could be spent executing and growing and actually scaling your business.
And that was the biggest thing for me when I bought Sam's program. I was constantly going around before Sam and I was spending most of my time trying to figure out what I should do. Instead of doing things, I was consuming content.
watching videos, signing up to people's email lists, joining free communities, trying to figure out what should I do. Doing everything but making money. Because I couldn't figure out what should I actually do.
There's too many options. Then when I bought Sam's program, what made it work so well for me, took me 200 grand a month, was that he just had one protocol. It was just do this.
And then I could put 100 % of my effort, instead of figuring out what should I do, I could put 100 % effort on just doing the thing. And that was a huge, huge game changer. We're actually helping clients get results.
Yeah. And I think there's something important we should recognize, which is we didn't accept anyone into this competition. Yeah, that's true.
If we just took anyone at random, the results would be way worse because we don't know who you are. We don't know. what if you're going to take action we don't know if you're good at what you do or if you're capable of achieving it yep but we actually went and we actively looked for and got people to apply yep and we had thousands of applications yep and most people would have just sold all of them yeah and be like all right you know time to cash in thousands i'm gonna sell all of them even if i can't help them yeah so i think one thing that skews the data in our favor is we accepted people we are confident we could help yes we turned away people we didn't think we could help yeah so what does that look like who do you think we can help and who do you think we can't help i think a good way of looking at it is just looking at who crushed it because then it's not theory it's like they actually crushed it they made it happen they got results but specifically what we tend to be looking for is a you are an educational creator
Meaning you're not an entertainment creator. You don't just create random dancing monkey stuff. Like you're not just making people laugh.
People watch you because they want to learn. Yeah. You have something of value to share, which leads us to the next point, which is you have solved a valuable problem or achieved a valuable outcome.
Meaning you have something. you can help people with that they are willing to pay money for. Yes.
And if you look at all of the top school communities, what they've done is they've achieved a viable outcome. They've done something of note. They've built a business.
They've lost some weight. They've got in shape. They've learned a musical instrument.
They've learned how to paint amazingly. They've done something valuable. And other people pay them.
to achieve something similar to what they've achieved. Yeah, and there's so many good examples, which we can look at in the hundred, but there's like music, there's languages, there's sewing. Some people think it only works if it's make money.
It's only make money, but it's not. The biggest lie. There's art.
There is sports. Yeah. That's a big one.
There's fitness. Content creation. Relationships.
Dating. Marriage. Dating.
Beauty. Nervousness. Sewing.
Get better at sewing. Yep. Sewing.
Video games. Witek. Get better at video games.
Kendama. Nick Gallagher. Which is that Japanese ball and cup toy.
Rubik's cube solving. There's some really cool examples of. valuable problems and outcomes you can do.
But that's, I'd say, the second thing. Educational, creative, solve development problems. The third thing that helps speed up results, and it's just obvious, people get way bigger results when they have some form of existing network or audience.
Now, to be clear, the biggest problem, a big problem a lot of people have is not enough people know about me. And that's something we are great at solving. You have 600 ,000 YouTube subs.
We can do ads. We can do content. We can do short form, long form.
we can get traffic yeah but if you're starting from scratch it's a little bit slower you just have to recognize of course you have an extra problem to solve of course so you can't expect to move as quickly yep versus the people who move the quickest like just top 10 specifically just them maybe not the bottom 20 because there were some people at zero traffic yeah in the top 30 but the top 10 had some form of existing audience or network yes which is a big point because a lot of people think i don't have an audience but oftentimes if you truly have achieved a valuable outcome you have a lot of people that know you and that know that you've achieved a valuable outcome that is an audience or a network some people say i don't have an audience but we look into them and we're like hold on a second you you do goose and the best example of this is imagine i'm amazing at rock climbing I love rock climbing.
I've been doing it my whole life. What do I do? I go on my Instagram and I post, I'm at the rock climbing gym today.
I just climbed this really hard climb. I go to the rock climbing gym and I meet other rock climbers and they're like, whoa, you're so good. So later, if I want to launch a rock climbing offer, hold on a second, I have...
500 Instagram followers, a thousand Instagram followers of people that know me, that know that I'm good at this. And I've met real people in real life that are in my contacts that know me as being great at rock climbing. That's an audience.
Yeah, and we can use a couple examples of this just to make it more tangible for people. So one person in the hundred, her name was Lindsay. She ended up placing the top 10.
Zero month one she made. Yeah. 15 grand month two she made.
Yeah. And then she did something crazy like $300 ,000 in contracts signed and then cash collected was a little bit lower for her score wasn't that high. $164 ,398 added.
In the total. Crazy. And she has pretty much zero audience.
Yeah. Pretty much zero. But the caveat is she worked in corporate settings for a while.
And she's worked with different businesses through her corporate work. Yeah. So people knew her.
Yep. And therefore, when she started doing outreach, she had proof to rely on that differentiated her and allowed her to, one, convert colder prospects on LinkedIn. Funny enough, she's doing LinkedIn outreach.
And two... Allowed her to get her first couple sales from people who kind of knew her. One or two people who kind of knew her.
And she signed like big deals, like 75K deals. It's probably worth adding because $169 ,000 with no audience. It's worth shouting out that that is not normal.
That is not normal. Results. Very, of course, because some people have more connections.
Some people have less connections. Some people do more work. Some people do less work.
We're not saying that everyone without an audience makes 170 grand in 90 days. And we should probably add a disclaimer because if we look at the data, there's 200 ,000 community, more than 200 ,000 communities on school. Yeah, 200 ,000.
Currently, you know, I'm ranked third. Yeah. Sendell first, John and Spencer second.
Yeah. So third out of more than 200 ,000 communities. Pretty cool.
If we look at the data. I'd be curious to see it. I don't actually know it.
But I imagine a very small percentage of those communities is making over $100 ,000 a month. Tiny percentage. So your chances of making $100 ,000 a month are very slim.
Very slim. Of course. Most people don't.
It's an extraordinary outcome. Of course. If it was easy, if the average person was doing it, then everyone would be doing it.
So you can't listen to this and expect you're going to make any amount of money. You have to do extraordinary things to achieve extraordinary outcomes. Yeah.
But I think people are still capable of more. And if this just inspires some people to realize like there are people who look just like them. Yeah.
Doing things that they didn't think were possible. We see this so many times on these calls in the community when someone comes in day one of like, I don't think I can do it. I've never sold something before.
X, Y, Z excuse. And then two, three months later when they get those wins, like I never thought this would be possible. What was your first goal?
$10 ,000 a month. Yeah. I think my first goal was like a hundred bucks.
My first sale was 150, pretty high ticket. Yeah, like it is kind of crazy. And then as soon as you hit it, then it's 30.
Everyone says, if we were to go through the data, it's first goal, 10K. Second goal, 30. Maybe a 50K goal thrown in there.
Nope. But more often, okay, 100. And 100 is like 300.
300, a million. And then at that point. You're kind of goaded.
You've been kind of just... And then at a million, it's like five. Yeah, I mean...
Maybe. Sell the company. Build school.
Yeah. Anyway, where did we get to? We were going through the 100 things.
We were talking about, oh, who do we work with and who doesn't work. So those are the three main criteria. It's like, if you're an educator, you've achieved a valuable outcome and you have somewhat of a network or audience, you are in the perfect opportunity to monetize.
effectively like those are the people that are just the best work with those people crush yeah not to discredit someone who's missing one or two of those things you could do it it just takes a bit longer but that's okay like it takes time to build the audience anyway like the people that have those things are just further ahead on the journey they still took the time to get there it's not like they just have a shortcut Yeah, and speaking then on people who were in the first hundred and came on to continue to crush after it was over, I'd say a commonality between them is expectations.
They don't expect things to happen overnight. They don't expect miracles. They expect to do hard work, hear no more than they hear yes.
As a result of staying persistent and consistent, the business grows. It's true. I've been helping creators monetize on school for five years.
And I've been building online communities for eight years now. Eight years. That's quite a long time.
Yeah, that's longer than schools being around. Exactly. Oh, you know, only eight years is like schools only being around.
Yeah. For five years. Yeah.
That's pretty cool. So anyway, that's who I think someone... that like you know the 100 or scaling is perfect for yeah the people that it's less good for i mean obviously if you don't have those things if you're an entertainer it's way harder yeah you gotta monetize you can't monetize through selling your own stuff which sucks because when you're monetizing through adsense or sponsorships the reason you're making money is because someone else is making more money from you promoting them yes That's why they're paying.
They wouldn't pay you if they were losing money. It's simple. So as soon as you take control of that and you sell yourself, you capture on that gap.
And also when you're selling somebody else's thing, you transfer your trust and credibility onto their product. When you sell your own thing, you have all the trust and credibility. There's no transfer.
And that's probably one of the worst things because oftentimes you have to take these deals to promote something just to put a paycheck and you don't really want to. And it degrades your trust and authority because you don't have control over it. That's why we didn't want to promote something else.
Yeah, I think I took sponsorships for VPNs. I'm like, yeah, I think I've used a VPN twice in my life. I never have.
Yeah. But like when you're a YouTuber, you're a creator and you need to feed yourself. Yeah.
It's not like VPNs are bad. I'm not shilling something that's bad. I'm just promoting something that's kind of beneficial, but don't really use it, don't really care about it.
But, you know, you get paid and you kind of need to pay the bill. So it is what it is. Finding that thing that A, sets your heart on fire, you love doing.
B, people are happy to pay you for. They're like actually genuinely happy they paid you. That's the best feeling in the world.
When a client comes back and says, wow, this changed my life. Yep. That makes it worth it.
When you have those two things specifically, I was going to add on a C, but I can't think of one now. Life is good. And you should devote time, money, energy, and resources into either finding that yourself or getting help finding that thing.
Yeah. Because the sooner you do. Yeah.
It's one of the concepts we have in Synthesizer. Beautiful money. Because a lot of people can make money.
that is just like my sponsorship deal i made money but it wasn't beautiful money and the reason it wasn't beautiful was because it wasn't authentic to who i was it didn't light my heart on fire and the people that were buying the vpn did they really care that much about it no the definition of beautiful money is money that's generated when you are doing the thing you love to do and people are happy that they paid you meaning you create more value than you charge and in a beautiful like capitalism done right is when beautiful money is created because an exchange is made.
I pay you for coaching and I leave happy because I got way more value than I paid you and you leave happy because you leave with profit. That is now both of us benefit. Humanity is now progressing.
Yeah. And I think that is actually why high ticket MRR is the best model because it's impossible without beautiful money. Yeah, it's true.
If you cannot create beautiful money, meaning people churn. If people aren't happy to pay you, they'll share. You have to be good at what you do.
You have to help people. You have to give them more value than they charge you. It'll be impossible to grow without it.
And that's, I think, one of the things that differentiated us is that our customers are happy. They do our marketing for us. Yeah.
Like, we get referrals all the time, and people don't even want an affiliate for them half the time. It's just like, I want to spread the gospel, spread the good news. Yeah, yeah, yeah.
I think that's the beauty of why I'm loving high ticket MRRs because the forcing function behind it is it's not possible unless beautiful money is created. It's true. So if we look back at the results, we've covered the top three, which was Logan, Blue Collar, Jasmine, Investing for Latinos, Sam Rathling, LinkedIn Growth.
Carlos added $165 ,214. I love this example because Carlos is like me. He operates a business, right?
Does what I do. And he does it in the Spanish niche. So he got these results teaching people Spanish.
On calls selling how to learn Spanish. That's cool. And people think, you can't make great money in languages.
Everyone wants those AI earbuds nowadays to just put things. instantly translate the language into their ear. And I've noticed an opposite trend.
Languages are growing. People are more interested. There's a stronger desire as AI becomes bigger and relationships become worse.
There's a stronger desire to travel and communicate. So language offers are crushing. You can see that.
Number four. Yeah, number four. Number five, Lindsay.
We already talked about. We talked about those B2B sales. B2B.
Number six, Oliver added 162 grand. Oliver and Maria. Oliver and Maria.
They're awesome as well. Been in business for a long time. Went through a lot of programs.
And they were a little hesitant when they came and spoke to me and spoke to our team about scaling because they'd been in so many different things. And they were making like decent money before. How much were they making before?
Like $10 ,000 a month? Yeah, $6 ,568. So like $6 ,000, $7 ,000 a month.
And they just crushed it. Yeah, it was crazy. Because they were doing low ticket beforehand.
So they were making $6 ,000, $7 ,000 a month low ticket. And they help artists. So a niche that is predominantly told to be weak to sell to because they don't have money.
Like painters, right? Painters, artists, like people who create art. Like think of like a Bob Ross.
Specifically though, people who want to sell their art. So that's the importance of qualifying and niche. Because they're helping people who want to sell their art and they could focus in on that.
secondary desire so it's not just make great art but it's make and sell yeah great art yeah we'll go through the top 10 and then we'll move on but nick boddington was facebook ads he's the doctor added 160 grand he's doing high ticket mrr yeah sean marter sean and ryan they both do they do sales essentially sales training sales training 157 grand added dan harrison ai stuff Yeah.
141 grand added. Sean McCormick, 133 grand added. Helping functional coaches.
So like very specific segment of the coaching industry. Jason Timpson, 11th, 127 grand added. Another great name.
So Jason was a real estate photographer. So he made money doing luxury real estate photography. And now he's teaching other luxury real estate photography people to do what he did, break into the luxury industry.
film better content, sell houses for more money, all that stuff. Great niche, great offer. Daniel Bissonnetti, $1 ,225 ,000 added.
Fitness niche, worked with his mom. Yeah, his mom helps other women get as hot as they were in their 20s. Lose weight.
That's the claim. Beauty thing. Beauty.
Kevin Zhang, we talked about him. Anime guy. Fitness.
Scott Miller, Alexander Bradshaw, Michael Clegg, Roman Coleman, Matt Harden, Nicole and Nadia. There's some cool ones. There's AI mixed in there.
There's some other very specific B2B niches. Clegg is leadership, executive coaching. Alexander Bradshaw, he's a pet groomer.
He's been cutting dog's hair for like 15 years. He made a few $3 ,000 sales and beyond. teaching people how to, like, groom their dogs and stuff like that.
And then he made a 75K deal. That's crazy. Helping pet groomers launch their own pet salon.
So basically teaching how he launched his own pet salon. And then Wojtek. Wojtek Video Games.
That's the craziest niche. Yeah, there's Vera Sewing. Yeah.
Okay. So the people watching this, they're educators, they're on school. What do they need to know?
They want to help more people. They want to make more money. yeah i think the first thing they need to do is define the goal like we talked about because if your goal is to be a creator and you just you know just want to be a nick suarez type yeah apologies if i butchered his name but legend like one of the most goaded guys on school because of what he's managing to achieve it's insane yep and he's doing it With the caveat of just being a creator, essentially.
Yes. So if you can drive mass traffic, you have hundreds and hundreds of thousands of subs. Yeah.
And that's just what you want to do. Low ticket. Well, also, let's be fair.
Here's what, like $200 to $300 a month. Yeah. It's not really low ticket.
It's like three grand a year, something like that. So it's still not super low ticket. Mid ticket, you could call it.
Most people think low ticket is under $99. But if that's your goal and you want to... chill a little bit more, not have as much worry.
He still grinds, but the interesting thing about that is you just have to get so good. Yes. And he's just so good at getting huge amounts of attention.
He makes three -hour guides about the latest AI technology, like Claude or whatever. That's not easy. He gets millions of views, and he's a legitimate expert, great at what he does.
It's tough. Incredibly impressive, but tough. Then the fourth all -time is Low Ticket.
Nate Herc, 850 ,000 subscribers. He used to work at Goldman. He's a beast.
He must be. Goldman Sachs. He's a beast.
He's a beast. Also 850 ,000 subscribers. Millions and millions and millions of views.
Also trending niche AI for both of them. And then we have people in scaling who also AI trending niche minus the 850 ,000 subs but still making great money. Some $100 ,000 a month.
Yep. Because of the opportunity vehicle they're in. But I think the question is that people need answers.
What's my goal? My goal is to make 10 grand a month. What's the easiest path to get there?
Maybe it's just a couple high ticket sales a month. Yep. If the goal is 100 grand a month, it becomes different as well.
So I guess first one, what's the goal? What do you want to accomplish? Why do you want to accomplish it?
You need powerful reasons in order to act. What am I willing to do to accomplish that goal, to sacrifice, to invest, to learn? the time and then it probably leads us to the business backbone which is the first pillar you need to have 100k a month yeah you need to have something people want you need to package it the right way you need to frame it the right way you need to get good on your back stories people know that they used to be where they are now and they are you want to be proof yeah identify the segment of the market you serve the niche and not just like from a boring level i help coaches i help content creators like you can't just pick something super broad.
You need an actual defined niche, their problems, their desires, who you don't serve more than who you do serve. You actually need to flesh that out and have a good idea and level of understanding around it. Yeah.
And probably the heart of it all is you need to get very clear on who you help and what you help them do. It's like every $100 ,000 a month school, low ticket, high ticket, MRR, high ticket. low to high whatever the best ones are just so clear on who they help and what they help them accomplish and there are levels to that right because it's like i help people learn piano yeah most people suck at this statement like the statement formula is just i help blank to blank i help niche to outcome that's the sentence that everyone listening to this needs to get in their head yeah and most people have that i noticed it just sucks it's broad is a huge mistake let's just say it sucks i help men improve themselves yeah and to give you an example of one i've seen really transform in uh non like normal niche well kind of piano let's use piano as an example so coon who came through the program he started with like i help people learn piano yep and then it evolved to i help specific segment i think it was like
people over 50 or something i can't remember don't quote me on this but i help people over 50 men over 50 learn how to play the piano without sheet music using unique mechanism my color block method suddenly it's different kyle korean guy in scaling there's another great example of someone doing this well it's he's helping again like learn korean but outcome is differentiated, learn how to have a 10 minute conversation in Korean without translating in your head.
Nice. Again. Super clear.
Super clear. Fill up Japanese to Germans. He helps German people learn Japanese.
Yeah. So the better you can get, there are levels to that statement. Yeah.
And if you have like a C level statement, that can get you to 10 grand a month. Yeah. B level, a little further, but the better that is, the further you scale.
Yeah, and this is one of those things where it's like a lot of scaling a school community is a science, meaning you do step one, then you do step two, then you do step three, then you do step four, and you've scaled. I've said this for a long time. I remember this post I made back in the day that apparently was quite controversial.
I said it's easier to get to $10 ,000 a month on school than it is to kill the ender dragon at Minecraft. I actually agree with that because I got to $10 ,000 a month before I'd ever killed the ender dragon. And the reason I said that is because...
The path is proven. It's like, we're not talking about building SpaceX, launching rockets into space, a problem that's like almost nobody's ever solved before. Think how many people have got to 10K a month on school.
Of course the path's proven. You've just got to repeat the same things that the successful people took. That's it.
But, so most of it is a science. There is one part of it that is an art, which I think is the backbone stage. You can't just figure that out through an equation.
You can't figure out your niche and your outcome. You have to analyze your backstory, all the things you've done, the problems that you've solved, the people you have access to. You need to figure out their desires and their problems and find resonance.
You need to strike that like, it needs to go deep into the heart. It's like, what is product market fit? It's so hard to define.
And I think most people can't do it on their own, which is why they spend so long on it because they have horse blinders. Yeah. They see all these different things and they sometimes miss the obvious.
Yeah, sometimes it's right in front of them. And there's so much data behind the art and the science as well. Yeah.
So that's the first piece. Yeah, the backbone's solid, foundational. Yeah, and to the level of certainty and clarity and the level of accuracy you have with that results in the level of success.
Even something as simple as price. Yeah. Someone like Maria and Oliver who came in.
And they, you know, were initially priced like $1 ,000. And they increased price to over $5 ,800 and they'll increase from there. That one change allowed them to literally reach top six in the hundred.
So sometimes like each variable of it is important. The outcome, the niche, every piece, the unique mechanism, the deliverables, the pricing, guarantees. There's all these different variables that you need to nail.
Yeah, it's almost like a lock. You need to get all of the digits in the right. And it's tough to do.
You can try a lot of times, but when you crack it, you find resonance and boom, it works really well. Yeah, and I think I've reviewed over a thousand. Yeah, you do like hundreds of hours of these backbone reviews.
In like a month. Yeah. Like 30 hours a week or something.
Yeah, because it's that important. Like you need to get it right. Others, you're screwed.
Without a good backbone, you are literally screwed. You know, it's funny. I met Wojtek in person when I was in Germany.
And he came up to me, he's like, we had a five minute conversation and that five minute conversation resulted in the 40K. Crazy. Because he just figured out his backbone.
He just figured out his backbone. Spotburn's phase one, phase two, rapid launch protocol. Yeah.
This is essentially where most people go wrong, I think. They kind of figure out what they want to do and then they just expect people to come and give them money for it. Yep.
And they don't attack it. Yeah. And this is where the competition angle and that framing of if we stack the odds in your favor and we ask ourselves, what makes it unreasonable for you not to have your biggest, best month ever after getting clarity?
Yeah. What makes it unreasonable to not have the biggest month? Then the answer to that question is the rapid launch.
100%. But what do you think? What do you think?
How would you describe the rapid launch? Yeah. I mean, at this point, people just sit and wait for people to come to them.
Really, the point of the rapid launch is let's maximize every existing asset that you currently have to generate as much income and impact as possible in 30 days. And we call it a launch because to get a rocket to launch, it requires a ton of energy. When it's maintaining, it's fine.
But the point of the rapid launch is let's get to work. Let's do a lot of things so we can completely change our trajectory as quickly as humanly possible. And I would say there's a couple core parts to it.
The first thing that you've got to do is what we call an opportunity audit. What this means is that in your existing assets, there is a ton of untapped potential. In physics, they call it latent potential.
There is energy stored in your assets, in your contacts, in your audience, on your Instagram, on your Facebook, the people you've spoken with, previous customers. So much latent energy that if you just tap, boom, an explosion happens. All the opportunity audit is...
You make a list of the different places that you can get attention, which could be Instagram story, Instagram post, Facebook post, LinkedIn post, email list, whatever. Own contacts. Your own contacts.
And then you write out all of the different people in your contacts that have done, that could be a good fit for what you do. Yeah. This opportunity.
I mean, you were talking about. the $2 million Greg Garrett deal. Oh my God.
That came just from his opportunity audit. He was trying to start his business, do all these different things. Then he realized there was someone in his contacts that was just pretty much ready to give him $2 million to help him with some fundraising deal or something.
Fundraising deals, yeah. He made one phone call and it ended up putting 2 million pounds in his pocket. Outlier example, but a really cool case study.
We should probably break that down in depth someday. Yeah. People would be curious, but...
yeah the opportunity audit and then after that i think the reason the rapid launch crushes is because there's no question of what to do yeah you just have to execute opportunity audit launch chats launch posts that's it so it's like make these 11 posts in this order and we'll write them for you like that level of simplicity yeah it's like run this sales process in this funnel and this is where you'll direct people to send these messages to your list in this order yeah it's like all you have to do is execute and because of that people actually do execute yeah and therefore they have a higher likelihood of seeing outcomes because they're putting in the right inputs yes and it just solves that that next level of clarity like where do i row and how hard do i row exactly And basically the reason this came about was because we did our own launch, that $350 ,000 launch that you talked about.
And we analyzed some of the best launches in the world, like Hormozy's $100 million launch and Apple's launches and all of these different launches. And we realized that the reason they work so well is because they walk people through a specific set of psychological triggers that when done in the right order, lead to a lot of people wanting to buy really quickly.
For example, you need to build the hype, build the tease. Build that energy up. People are curious, excited.
People start paying attention to you. Then you need to let people know, I used to be where you are now. I am now where you want to be.
This is the backstory post. And this is one of the most effective posts in marketing. Because if you let people know, I used to be where you are now.
I experienced the problems that you have. I get it. I am now where you want to be.
I've achieved the outcomes that you want to have. Then people think, if he used to be where I am. And he is now where I want to be.
He must be able to help me get there. Yeah, and that post is so good. And it can have so many ripple effects.
For example, that post got Olga, one of our clients. She saw I was where she used to be. She wanted to be where I am now.
She ended up being one of the first one -on -one clients I took on. And now she's working on our team. Yeah, it's crazy.
So like the level of... Impact that has created not just on her life But in our clients lives and in the businesses life is magnitude and it all can be drawn back to that Backstory post moment crazy. Then the other one is the proof post for people to want to work with you They need to know that you're legit So you make a post just detailing all of the biggest most credible proofs that you have that post crushes as well Yeah, and a lot of people hear this, oh, launch, action steps, I got to do these things.
I've either already tried everything or it won't work for me because I'm a special snowflake and my niche is special and my voice is special and how I teach my audience is different. I don't want to come off as salesy and I don't want this and this and that and this and that and that. And I just laugh at this point in time because I've just seen it work.
so many times and it is literally hundreds yeah and it is tailored to you yeah it's not about like just copying it's about synthesizing proven process and applying to your unique situation yep so you get your backbone nailed You start to analyze the opportunity, find out where you can launch in the first opportunity audit, develop the message resonance, get clarity on who you're serving and make sure everything's clicking and cohesive, product market fit.
You start to launch and you continue to pivot and adjust and improve as you're launching. That's the launch prep. We should probably break that down.
So rapid launch is split into four phases. Launch prep, which is where the opportunity audit happens and you find resonance in the market so you actually have something people want. You do launch attract, where you start...
Getting attention and getting people interested in working with you through the launch posts that we talked about and also the launch chats, which is where you reach out to people and build relationships, build connections with them. Then you do launch convert, which is the conversion process to turn the attention that you got from launch attract into paying customers.
And then there's launch deliver, where you actually start delivering results to these people. It's crazy. And I think our clients love this so much because it takes what takes most people a couple of years, including myself.
It literally took me a couple of years to figure out each of these pieces. And you build out the three core areas of your business in four weeks. You attract leads.
You convert them into paying customers using proven sales processes. And you start to onboard and deliver in four weeks. Yes.
And the most effective delivery mechanisms we've seen, this is going really deep, is if you don't have much of an audience, you start with one -on -one coaching because you can charge $1 ,000, $2 ,000, $5 ,000. You can get to $10 ,000 or $20 ,000 pretty quickly with that. Or you do a cohort, which is where you have a bigger group of people that go through the process at the same time, get a lot of results.
There's been a lot of six -figure launches, like $100 ,000 launches, $200 ,000 launches, et cetera, with a cohort model. But that's the rapid launch, basically. Yeah, and it's interesting you bring that up because...
There's so many questions people have. And I've noticed, you know, I've worked with thousands of educational creators and helped them scale between 10 to 100K a month on school. I've seen people fail.
I've seen a lot of people succeed. And I've seen all degrees of success in between. It's literally what I've devoted my life to these last couple of years.
Yeah. And there's a few core problems people tend to have. And the first, I would say, we could chunk it up to clarity.
And everyone can have a higher degree of clarity. Everyone's overwhelmed and confused. Everyone has more than one option to decide on.
Everyone has different angles. There's always levels to it. Pricing, mechanism of delivery, like should I go cohort, one -on -one, group, hybrid, this, that.
Even low ticket, high ticket. People have a million questions. And I like to use the analogy of most people's business is kind of like a ship, right?
And the ship is in the ocean. out here looking at the ocean. And they want to sail around and earn beautiful money, impact people, make great money, have freedom, sit on the deck at 10, enjoy the view.
But most people are surrounded by fog. And fog, I call it decision fog, like decision fatigue. You know, I think I'm, I think I got away with words sometimes.
And every question they have just adds a layer of density to that fog. And as more and more questions pop up, everywhere they turn, there's another 20 questions. Yeah, and you get paralyzed.
You start thinking instead of executing. And even if you have a little bit of clarity, there's still 100 questions you have. But you need to get clarity.
So number one problem, clarity. Fog is paralyzing you from taking action. And then what do you think the second problem is?
People need more attention. People need more people to know who they are. Or people aren't doing the right model.
Yeah. So usually when you get rid of the fog, you need to dip your oar into the water. Start rowing.
This analogy. I'm a big analogy guy. Because you can't just sit and wait for things to happen to you.
It's like, oh, I got clarity. I'm just going to sit and wait now. Yeah.
You need to start taking action, which is the launch. You need to execute and monetize what you got. And most people have a gold mine.
The story here is there's the beggar on the box. He's constantly out asking for people to donate to him. This is what most people are doing.
They're going out trying to get new customers. They're a beggar on a box. And then one day someone comes down and says, have you ever looked inside the box?
The beggar says, what? Please, please, sir. The beggar just says, please give me some money.
I don't need to look inside this box. Could I have two pence? And then eventually the beggar says, screw it.
I'll look inside the box. Turns out the beggar has been sitting on a box of gold for years. And this is most educational creators.
They're focused on building their audience, trying to get new attention when really they've got enough. You just need to monetize it better. Anyway, attract.
Yeah, attract. So you do backbone. You do a rapid launch.
And then what happens is you've exhausted your existing assets. You run into the third. Well, you run into the next problem.
Which is not enough people know I exist. Exactly. Or more specifically, not enough people know I can help them.
True. I think is a little differentiator. True.
But attract. Yeah. Now is the time to start building the attraction system.
So you need a consistent way to get new people to figure out who you are, like you, know you, and trust you, and want to buy from you. What do you think are the best attraction systems? Yeah.
I think... School, first of all, is an attraction system. I would credit school so much.
School is literally designed to give you traffic. Like I said, there's 27 million users on the platform, almost 30 million. 30 % of traffic that people get to their school community comes from school itself.
It's like a beautiful little tailwind. What that means is you optimize the school discovery, you do the right keywords. optimize yourself to align yourself with school discovery so when somebody searches you or you rank on the home page you get traffic from school and that's not even including growth boost right which schools literally running ads to people's communities yep to get them more traffic yep so growth boost is another piece so i think just being on school and being involved in that ecosystem yep is like the equivalent of being the first person to ever make a youtube video It's just like a huge opportunity.
Yeah, it's true. And then I do, I will say most people, they don't get all their traffic there. Yeah, it's like a tailwind.
Yeah, the best people drive their own traffic, raise their own sail. I'm going to milk the shit out of this boat analogy. They raise the sail up and they have their own traffic.
They are rowing. They're doing something. Yeah, the other way you can do it is school networking.
where you join different groups on school, you basically become the most valuable person in that group. Most people do this the wrong way. They piss off the admins.
They do it in a way that feels a little bit scummy, but there is a right way to do it where everyone is happy. The admins are happy that you're in the group because you're adding more than you're taking. You're happy because you're making money and the customers are happy because you're adding more to the group and you're giving them an amazing experience.
So that's another kind of traction system from school. And then of course, there's the obvious ones, YouTube. How much of traffic is driven from YouTube to school?
What's the data? I know that Instagram, YouTube, and school are the three biggest traffic sources across school communities. So most people on school making the most money tend to trend, not rule, be on YouTube or Instagram.
Yeah. And the other one would be, we could say LinkedIn. You can do all of them.
TikTok lives crush, LinkedIn crushes, Twitter crushes, but there's a few that just work better, which is... And the caveat is if we look at the hundred, we're lucky because we literally get access to data. By helping people do this, we can just look at the ones who did the best, look at the ones who didn't and say, what's the analogy?
And the people who crushed the best in that top 10, they're all on one platform. I don't think any of them are splitting focus. Oh, I see what you mean.
So meaning you could do Instagram, YouTube, LinkedIn, TikTok, live, school, this, this, that. But most of them are getting... 99 % of their sales through one channel, meaning just YouTube, just Instagram.
Sam is just LinkedIn and public speaking through LinkedIn network. We did that meme the other day where it's like a 1K school owner is on every platform. A 10K school owner is on three platforms.
But a 100K school owner is on one platform. And I know this because when I got $200 ,000 a month with Time Theory, the productivity procrastination offer, just YouTube. Yeah, and we got to 300 ,000 a month on school pretty much just with school.
Just school, little bit of YouTube. Yeah, and YouTube didn't really do anything. On the Synthesizer YouTube channel, we have like 3 ,000 subs or something now.
Yep. So anyway, that's a track. You need a traction system.
You need leads. Traffic maxing. What is traffic maxing, Andrew?
You need to tell the people about traffic maxing. See, these kids nowadays, they're focused on looks maxing. Pathetic.
Traffic maxing is the name of the game. Because if people don't know who you are, they're not going to buy from you. Somebody has never heard of you, like a random person walking on the street.
Are they going to buy from you? No. They need to know who you are first.
So you've got to traffic, Matt. You've got to get attention, build traffic. Once you've done that, then there's the conversion systems.
Yeah, and I think this leads us into the next kind of big problem that I noticed that kind of gets in the way of people getting to 100K a month and more specifically maintaining 100K a month. Because it's one thing to make 100K once. It's another thing to make it month over month over month.
Keep that diamond emoji. And I would actually just chunk it up to the problem of people don't have repeatable systems. Yeah.
Meaning... They're doing a random thing here. Meaning, yeah, income is a little bit fluctuating.
How you can diagnose if you have a systems problem is, is my income fluctuating month over month? Feast, famine, money in, money out. Yep.
Is my... say data fluctuating sometimes i get views sometimes i don't sometimes i get sales sometimes i don't sometimes i close and convert and i close high sometimes i don't yeah and is delivery inconsistent sometimes people get results sometimes they don't wherever there's these inconsistencies and also this repeat problem solving meaning people are running into the same problem saving it again again again they have a systems problem they need scalable systems to maintain and that's when you get those things that's when you can actually sit on the deck and the boat is sailing and you can look at the view as you go by and enjoy life yeah so we covered backbone We did rapid launch.
So like clarity, monetizing existing opportunities effectively. Then attract. Not enough leads.
I need more traffic. Then convert, which is converting the existing attention that you're getting from attract in an effective, consistent manner. Yeah.
Being able to actually look at the data and be able to do the math. You know, you're nailing convert when you can do the math and you can say, if I get X amount of views, X amount of about page visits, X amount of calls booked, X amount of calls showed up to X amount show. close rate.
You just do the math to hitting your goals. Yes. And as soon as you know the math, it literally becomes a video game.
So conversion systems mean consistency in the math in order to convert people and get paying customers. Yes. So an example of the math is if your goal is $10 ,000, you're charging $2 ,000.
You need five customers a month. If you're converting at 33%, one in three, roughly, then you need, what's that? 15 calls a month.
That's one every two days. 15 calls a month at a 33 % close rate with a $2 ,000 offer equals 10 grand a month. Yes.
And if you want to make $100 ,000 a month, say you're charging five grand, which means you need 20 customers, 33 % close rate, that's 60 calls a month, two calls a day, $100 ,000 a month. Pretty insane. And the crazy part about that is one person can do it.
Yeah. One person. Like you don't need a team.
Now to scale past that point, and if you want to, then buy back your time. You can't build a team. Of course you'll want to build a team.
I don't take calls anymore. Exactly. Would you rather be doing calls a day?
Would you rather have somebody else doing calls? Yeah, I'd rather be sitting on the balcony speaking to the GOAT of school scaling, Andrew Kirby. Sign me up for that, not sales calls.
Yeah, so there you go. That's Backbone, Rapid Launch, Attract, Convert, Deliver. And deliver is basically how do you build a delivery system that gets results without it taking all your time.
Recommend you start with one -on -one coaching until you get the program outline is what we call it, where you basically know exactly what you need to do and in what order to get people results consistently. You need to figure out the program outline. And then you can switch to more scalable delivery mechanisms like co -courts and group coaching, which is basically a community where you have a course that people love and that's detailed with step -by -step instructions to get people results.
We call that a program. A course is just some information. A program is a detailed list of action steps structured in a way to help people get the best results in the shortest amount of time with the least effort and the least sacrifice.
And then you can scale it up. Systematizing, how do I get results without it taking up all my time? And frankly, I love working with clients who come and have a delivery constraint.
And they're like, Aiden, oh, I could sign up way more customers. If I could just fulfill to them, you know, I have too much demand. It's like, ah, easy.
That's the goal, right? Yeah. And you mentioned this before.
You're like, you should never let yourself be constrained by delivery. Yep. You can solve that problem.
100%. You can scale delivery. We've seen it across every niche and offer.
Yeah. And that protocol that we just outlined is a protocol that came about from five years of helping people monetize on school. eight years of me building products and building online communities it came from the synthesizer roadmap was version one the high ticket synthesizer was version two creator monetization which is when i first started working with school the project to help creators monetize on school was the third one the 100 season one your one -on -one coaching was the fifth version and then synthesizer scaling was the sixth version launch and then we Did it one time.
We did it again seven. We did it again eight. With 100 season two.
We did. Yeah, we did it. We probably.
Maybe 10. That's not even including other iterations, to be fair. Like me literally doing the work of sales for years to figure out how to do appointment setting and sales.
It's like me, you know. I did my own high -ticket kind of course back in the day as well. I've already fulfilled on group calls, ran the low -ticket model.
And that's not even including the access to the data we have across the... hundreds and hundreds of communities because that allows us to refine the process way better than anyone else can. I think that's our competitive advantage because we can look at our clients and refine what they did that worked, what they did that didn't work and use it to make our process better and our clients use it to make their process better because they're not alone.
So all of that is to say, I think that that protocol, which we call the scaling protocol, backbone, rapid launch, attract, convert, deliver is the most effective protocol. To make $100 ,000 a month. Making $100 ,000 a month.
And we know that because we've done it a lot. We've been doing this for a long time. We've tried a lot of things.
We've seen other people's products. We've done a lot of different things. Yeah.
That's the protocol. And the best part about that is there's people who make $50 ,000 a month and they benefit from it. It takes them to $200 ,000.
Yeah. This is also the protocol someone like Logan Settles is basically following. He's doing $800 ,000 a month.
Doing 800 grand a month. And some people follow that whole thing step by step through. And some people, there's like one piece of it that just unlocks a torrent for them and gives them everything they need.
Like just learning sales. Or just learning how to market and promote. Or just learning a more new scalable delivery model.
Now... Something I think that also separates us from other people is most people, like we talked about, just share their best results, the top 10. But we actually share the data of every single result.
Yes. So the question is, if I was watching this, it's like, okay, these people are amazing. You showed the averages.
Yeah, but what about the people who didn't see a lot of success in that challenge? Why did they not succeed? Did they follow the process?
What happened? Yep. I'll scroll all the way down to the bottom.
This is the 100th, the bottom 10. Sick. So I know all these people by name, first of all, and it's really cool.
So even if, I mean, we'd look at someone like Mireya. Where did she come? She came 86 out of 100.
So, you know, 86 percentile at the bottom. And one thing about her, she did a big launch beforehand. So she was already making money.
And her first two months were like negative. So she was actually in the negatives for the first two months. Because she had a big 90 days before.
Up to 100. Yeah. And then she had a big month three, which allowed her to regain, get into the positive, because this is calculated as money added on top of what you're already making.
And she's great. And we've been working with her for a while. I mean, definitely some people just fail.
Some people do. I don't think there is a single anything in life where everyone succeeds. Think about the gym.
Does everyone go to the gym? If anyone promises that, they're probably crazy. And I don't want to be that person.
Think about the people who go to the gym. Some people just don't go. Is that the gym's fault?
Yeah, like some people don't pass a university class. Exactly. Some people don't get a job.
So let's just set realistic expectations. Yeah. We've said the top.
We've said the average. These are the bottom. And I even want to give some of these bottom people their kudos as well because Dr.
Thomas Webb, he's a full -time doctor. Like he's working full -time as a doctor, one of the most demanding jobs out there. And he got his first two sales ever.
He only made $800, but he got his first two sales ever, and he was celebrating on the last call. So congrats to him. That's amazing.
And same with Brandon. He's relentless. He's been working on this for a while, and he's continuing to work on it.
And there's some people like Bradley who sent me a message, and I think he got a sale after, and he's learned a lot. And we always say you either earn or you learn. first 90 days in business sometimes it's hard to earn a lot but you learn a lot which will help you later yep and then there's people like sunny and sunny had a tough time you know he worked really hard he did the steps yep he made posts he sent dms and he just couldn't get a breakthrough yep but he persisted and he did the steps and he just didn't get that breakthrough he was looking for however He did end up signing a corporate kind of B2B deal in July, so the month after it ended, and it was a $63 ,000 deal.
It's not counting towards the score because the cash wasn't received during the challenge, but he did have a breakthrough afterwards. And then there's just other people that just don't get any results. Like, for example, Dan Gibson's at the bottom.
He's a beast. He's amazing. Relationships, dating coach, did all the steps for whatever reason, didn't work out.
I remember the first ever product I bought. It was by this guy named Sunny T. I didn't make a million dollars from it.
But all I took away was that I should start uploading on YouTube. And he was the reason I started uploading on my YouTube channel. That led to everything else.
Where would I be now if I hadn't gone through that program and hadn't started uploading on YouTube? So we say you either earn or you learn. And I think we're pretty good, I would say, at helping people earn.
But some people don't. And in that case, they learn. 100 % of people learn.
And the beautiful thing about learning is that it sets you up to earn in the future. For example, with that Sunny Tea program, I didn't earn money from it, but I learned I should be on YouTube, which set me up to earn a ton in the future. And a really important lesson is that people look at results and they count it on a month basis, two -month basis.
I joined and I get results in a month. I joined Sunny Tea's program eight years ago, but still today I'm benefiting from what I learned eight years ago. I didn't earn.
I learned. And to be transparent, some people don't earn, but everyone learns. Yeah.
And with someone like Dan, I'm betting on him to win long term. He'll crush it. It just takes some time.
And there's some people like Blake, who was in a very hard niche. He was helping parents homeschool their kids. Yep.
And he was fighting for every deal. He was doing the steps. He heard a lot of no's.
He still persisted. He ended up getting some deals. And he sold like...
I believe it was a 6K package. He only received $2 ,000 out of it because it was a payment plan, which is why it's calculated on the score. But again, not someone I would bet against long term.
So the truth is the top 10 results are extraordinary. Yep. You can't, like most people aren't going to achieve that crazy results.
Yep. The middle tier results are more relatable. Maybe show some people like 45 to 55.
Yeah. These people are more relatable, like a Jason Flam. Jason was an operator running the pickleball school, the number one sports school community.
Launched his own offer. Literally made the most he's ever made in a month before. And how much did he add?
He added $51 ,000. Still great. Still incredible.
Yeah. There's people like Chris Ashby, who he made $0 in month three because he launched in month one and two. And he sold out his cohort for like $30 ,000.
And he's like, I just want to focus on delivery now. I'm not going to sell anyone now. That's fine.
We look at his score, $0 month three. But he added $33 ,000. Yeah, there you go.
People like Danielle. People like Queen. You know, $30 ,000 added.
People like Erin. On the call today, she said, she left a comment that... A year ago, she was worrying about buying groceries.
Yeah. And now she's earning over $10 ,000. Yeah, it's all amazing.
A million dollars is great. $100 ,000 a month is great. It's extraordinary.
Even the normal results are still amazing. You either earn or you learn. Nick Gibson, he helps comedians run ads in Australia.
Nice. Such a great niche. Joanna teaches parents how to help their kids learn to speak better.
Essentially. That's cool. Such a niche, cool offer.
Literally made her the most money she's ever made. So sometimes we look at the really big results and it almost scares us or it inspires us. But I think we should just be inspired.
Realize that not everyone gets extraordinary results. This is life we're talking about. Some people do everything.
The other thing to call out is like some people had a child during the competition. Some people, their family member got sick. It's like life happens.
One person, I thought he was going to crush it. He had eye surgery in month one. And he's like, Aiden, my doctor said I'm not allowed to look at my laptop screen for two months.
And he's like, my wife is texting you this message. He's like, I have to drop out. I'm like, you know what, man?
Fair enough. I get it. Yeah, that's fine.
Yeah. The goal is to not sell some dream, but to be transparent. Some people get results.
Some people don't. Everyone earns. Not everyone earns.
Yeah. if you're an educational creator who wants to scale to ten thousand to a hundred thousand dollars a month this is the most proven verified by data and fact path to getting there and if that is you and you're an educational creator who solved a valuable problem you're great at what you do and you feel like you could learn or benefit from even one of those pillars and you think you could be one of those next case studies and you have what it takes to actually scale to ten to a hundred thousand dollars a month and you're willing to put in the work you can click the link in the description
The Hook
The bait, then the rug-pull.
The cold open points at a leaderboard. The top three communities on Skool are not selling cheap memberships, and they are not running the familiar one-time high-ticket playbook either. The next 102 minutes work out what they are selling instead, and publish the cohort data behind it.
Add Modern Creator as a preferred source and Google shows you more of our breakdowns in Search, Top Stories, and AI Overviews. It only changes what you see, and you can undo it in your Google settings anytime.
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A YouTube tutorial-slash-case-study on why a creator who gives everything away for free still gets paid every month, and the $9/month Skool setup he screen-shares to prove it.
Skool quietly started spending its own money to advertise individual communities, and the creators who understand the 30% commission structure are already pulling in six figures of free traffic.
Myron Golden tells Omar Eltakrori why the only way to learn how to raise your price is to raise it, and why rich people are exactly who you should be selling to.
A coach answers one viewer's question about pitching inside a paid workshop by drawing the exact four-moment structure that lets him sell without souring the room.
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