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Jan 29, 2017 · 18m · top-founders

EP 554: Brandetize is Jack Canfields Internet Engine, Hits $4M 2015 Revenue with CEO Eric Berman

Eric Berman · 9m spoken Nathan Latka · 8m spoken
0:00 / 0:00

gold bands on the timeline = statements, start to end. Hover to read, click to jump. CC turns on captions

Host Nathan Latka interviews Eric Berman, CEO of Brandetize, about rebounding from the multimillion-dollar dot-com crash of CollegeClub.com to build a thriving digital marketing agency. Berman explains Brandetize's pure performance model, which drives millions in digital revenue for top thought leaders like Brian Tracy and Jack Canfield.

How this conversation actually went

Every chapter scored 0–10 on four independent dynamics. Hover any point for the reasoning behind the score. Nathan holds 46.7% of the talking time here. How this is scored →

Nathan as informed peer 4.5 Guest teaching 2.5 Guest disagreement 0.8 Nathan pushing back 2.0
05100:0010:001:58–5:45 · Nathan as informed peer 5/10 The Dot-Com Crash of CollegeClub.com Nathan drills into the collapse of CollegeClub.com, probing into the exact monthly burn rate, cash left in the bank, and total capital raised. Eric is transparent and reflective about the dot-com crash without any hostility.5:46–9:02 · Nathan as informed peer 5/10 Consulting and Launching Brian Tracy's Digital Business Nathan brings up the distinction between digital native influencers like Gary Vee and traditional speakers. Eric educates on the operational challenge of coaching legacy thought leaders like Brian Tracy into internet content habits.9:04–14:20 · Nathan as informed peer 6/10 Scaling Brandetize on a Pure Performance Model Nathan digs deep into the unit economics of Brandetize, asking for specific margin breakdowns on CD sales, team headcounts, and revenue figures. Eric details the strict 2x-3x ROI modeling required before taking on any client.14:21–17:49 · Nathan as informed peer 2/10 Mid-Roll Sponsorships: The Top Inbox and HostGator Segment begins with mid-roll host sponsor reads followed by the standard Famous Five quick-fire questionnaire. The interaction is cordial and brief.1:58–5:45 · Guest teaching 2/10 The Dot-Com Crash of CollegeClub.com Nathan drills into the collapse of CollegeClub.com, probing into the exact monthly burn rate, cash left in the bank, and total capital raised. Eric is transparent and reflective about the dot-com crash without any hostility.5:46–9:02 · Guest teaching 3/10 Consulting and Launching Brian Tracy's Digital Business Nathan brings up the distinction between digital native influencers like Gary Vee and traditional speakers. Eric educates on the operational challenge of coaching legacy thought leaders like Brian Tracy into internet content habits.9:04–14:20 · Guest teaching 4/10 Scaling Brandetize on a Pure Performance Model Nathan digs deep into the unit economics of Brandetize, asking for specific margin breakdowns on CD sales, team headcounts, and revenue figures. Eric details the strict 2x-3x ROI modeling required before taking on any client.14:21–17:49 · Guest teaching 1/10 Mid-Roll Sponsorships: The Top Inbox and HostGator Segment begins with mid-roll host sponsor reads followed by the standard Famous Five quick-fire questionnaire. The interaction is cordial and brief.1:58–5:45 · Guest disagreement 1/10 The Dot-Com Crash of CollegeClub.com Nathan drills into the collapse of CollegeClub.com, probing into the exact monthly burn rate, cash left in the bank, and total capital raised. Eric is transparent and reflective about the dot-com crash without any hostility.5:46–9:02 · Guest disagreement 1/10 Consulting and Launching Brian Tracy's Digital Business Nathan brings up the distinction between digital native influencers like Gary Vee and traditional speakers. Eric educates on the operational challenge of coaching legacy thought leaders like Brian Tracy into internet content habits.9:04–14:20 · Guest disagreement 1/10 Scaling Brandetize on a Pure Performance Model Nathan digs deep into the unit economics of Brandetize, asking for specific margin breakdowns on CD sales, team headcounts, and revenue figures. Eric details the strict 2x-3x ROI modeling required before taking on any client.14:21–17:49 · Guest disagreement 0/10 Mid-Roll Sponsorships: The Top Inbox and HostGator Segment begins with mid-roll host sponsor reads followed by the standard Famous Five quick-fire questionnaire. The interaction is cordial and brief.1:58–5:45 · Nathan pushing back 2/10 The Dot-Com Crash of CollegeClub.com Nathan drills into the collapse of CollegeClub.com, probing into the exact monthly burn rate, cash left in the bank, and total capital raised. Eric is transparent and reflective about the dot-com crash without any hostility.5:46–9:02 · Nathan pushing back 2/10 Consulting and Launching Brian Tracy's Digital Business Nathan brings up the distinction between digital native influencers like Gary Vee and traditional speakers. Eric educates on the operational challenge of coaching legacy thought leaders like Brian Tracy into internet content habits.9:04–14:20 · Nathan pushing back 3/10 Scaling Brandetize on a Pure Performance Model Nathan digs deep into the unit economics of Brandetize, asking for specific margin breakdowns on CD sales, team headcounts, and revenue figures. Eric details the strict 2x-3x ROI modeling required before taking on any client.14:21–17:49 · Nathan pushing back 1/10 Mid-Roll Sponsorships: The Top Inbox and HostGator Segment begins with mid-roll host sponsor reads followed by the standard Famous Five quick-fire questionnaire. The interaction is cordial and brief.

speaking balance: gold is Nathan, purple is the guest (3 minute bins)

0:00 · Nathan 85.4% · guest 14.6%0:00 · Nathan 85.4% · guest 14.6%3:00 · Nathan 16.6% · guest 83.4%3:00 · Nathan 16.6% · guest 83.4%6:00 · Nathan 11% · guest 89%6:00 · Nathan 11% · guest 89%9:00 · Nathan 31% · guest 69%9:00 · Nathan 31% · guest 69%12:00 · Nathan 41.4% · guest 58.6%12:00 · Nathan 41.4% · guest 58.6%15:00 · Nathan 78.2% · guest 21.8%15:00 · Nathan 78.2% · guest 21.8%18:00 · Nathan 100% · guest 0%18:00 · Nathan 100% · guest 0%
Sharpest disagreement ▶ 12:56 Clarifying top client identity

In an otherwise very amicable episode, Eric quickly corrects Nathan who confuses Brendan Burchard with Brian Tracy as the firm's top revenue client.

 Hardest push from Nathan ▶ 10:43 Pressing for precise annual revenue split

Nathan presses on the exact year-over-year revenue, causing Eric to correct his initial 2015 figure of 5 million down to 4 million.

 Biggest teaching moment ▶ 8:20 Explaining the friction of legacy guru management

Eric explains the heavy operational lift required to get legacy offline personalities to create spontaneous digital and video content compared to digital-native creators.

 Nathan holds their own ▶ 7:32 Nathan reframes the pitching angle

Nathan interjects with an entrepreneurial pitch angle, asserting that Eric should have framed his $75M dot-com failure to Brian Tracy as an expensive, invaluable digital education.
the scores for every segment, with the reasoning behind each
ChapterTopicNathan as informed peerGuest teachingGuest disagreementNathan pushing backWhy
The Dot-Com Crash of CollegeClub.com 5212 Nathan drills into the collapse of CollegeClub.com, probing into the exact monthly burn rate, cash left in the bank, and total capital raised. Eric is transparent and reflective about the dot-com crash without any hostility.
Consulting and Launching Brian Tracy's Digital Business 5312 Nathan brings up the distinction between digital native influencers like Gary Vee and traditional speakers. Eric educates on the operational challenge of coaching legacy thought leaders like Brian Tracy into internet content habits.
Scaling Brandetize on a Pure Performance Model 6413 Nathan digs deep into the unit economics of Brandetize, asking for specific margin breakdowns on CD sales, team headcounts, and revenue figures. Eric details the strict 2x-3x ROI modeling required before taking on any client.
Mid-Roll Sponsorships: The Top Inbox and HostGator 2101 Segment begins with mid-roll host sponsor reads followed by the standard Famous Five quick-fire questionnaire. The interaction is cordial and brief.

Statements from this episode (8)

Assertion Supported
Berman: CollegeClub.com grew to 400 employees and raised $75 million
“It was called a college club.com. We had grown to gosh yeah, about 400 employees raised seventy five million dollars.”
Eric Berman Jan 29, 2017 ▶ 2:47
Assertion Not publicly verifiable
Berman: CollegeClub.com peaked as the 40th largest website on the internet
“And at one point we were the 40th biggest site in the web and really the number one pure college play website”
Eric Berman Jan 29, 2017 ▶ 3:11
Assertion Supported
Berman: CollegeClub targeted $500M IPO before selling for ~$25M
“We were going to be going out at a half a billion at the IPO. And I think it ended up selling for about twenty five million through one of the competitors that we were going to buy. They bought us.”
Eric Berman Jan 29, 2017 ▶ 6:02
Opinion
Berman: Gary Vaynerchuk has a major digital marketing advantage over older gurus
“I think Gary's in a much, it's much, you know, a better situation, obviously, because the guru himself understands how to do online marketing. And that just means like he, he's constantly there doing stuff every second of the day. Whereas Brian, it's kind of, …”
Eric Berman Jan 29, 2017 ▶ 8:23
Assertion Not checkable as stated
Berman: Brandetize hit $4M revenue in 2015 and targets $5M in 2016
“The 2016 to be closer to five. Last year was closer to four.”
Eric Berman Jan 29, 2017 ▶ 10:49
Disclosure
Berman: Brandetize will cap company headcount at around 75 employees
“And I will never, never go back to 400 people. I like to, I'd say 75 is probably the max I want to hit out at.”
Eric Berman Jan 29, 2017 ▶ 11:05
Disclosure
Berman: Brandetize requires client break-even and 3x ROI within two years
“We're going to be investing probably 30 to 50,000 dollars a month in salaries in your brand. So let's just do the math together. I need to make at least two X that and close to three X that over a period of, you know, maybe two X by the end of the first year, …”
Eric Berman Jan 29, 2017 ▶ 13:40
Insight
Berman: Founders must prioritize reaching profitability despite what VCs advise
“I wish my twenty-year-old self knew that despite what these venture capitalists say, you got to get to profitability.”
Eric Berman Jan 29, 2017 ▶ 16:59
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