The Ledger
Every statement that passed quotation and attribution checks. Mix any filter with any other: certainty 1/5, debate potential 5/5, or both at once.
why aren't all 25 resolved? a statement only gets an assessment when the public record can support or contradict it. opinions and what-ifs never can, and 0 checkable ones are still open, waiting for their date. predictions held up or didn't; assertions are supported or contradicted. on every card: ▮▮▮▮▮ certainty · ▮▮▮▮▮ debate potential. speakers are clickable
Brunson: The only purpose of a business is making its owners rich
“The only purpose of a business is to make the owners rich. And so like, I kind of believe that, like if you do that, then it creates jobs, it creates all these other things.”
Brunson: ClickFunnels makes $30-$35 per book customer on $10-$12 ad spend
“So we'll spend anywhere from 10 to 12 bucks on Facebook to acquire a book customer, but we'll make 30 to 35 dollars to the book funnel. So we actually are profitable up front and then we introduce that person to ClickFunnels.”
Free Books Lost $12 on Shipping But Drove $32 in Backend Revenue
“No, well, the book was free. We lost money on the shipping, shipping, seven 95 anywhere in the world. So on average, we would, we lost about 12 dollars per book, but because of the sales funnel we averaged 32 dollars every free book I gave away.”
Raising Venture Capital Forces Founders to Serve the Board Over Customers
“Cause as soon as you start doing that, your customer no longer is your customers, the board of directors, and you start making choices that don't really serve your customers as much.”
Brunson Advises Founders Against Doing Equal Equity Splits
“I wouldn't normally ever, I would never advise anyone to do equal shares ever, because I don't think it's smart typically, but for this, it just works.”
Working for Free Initially Creates Case Studies to Sell High-Ticket Coaching
“I wish I would understand the power of working for free for people. When we launched our coaching program I started by finding someone who I knew I could help and I worked for free, dramatically expanded and blew up their company and then use that case study a…”
Brunson: ClickFunnels would consider acquisition offers starting at $1 billion
“So that would probably be the number that we'd start. We start being interested in that.”
ClickFunnels Reached 10,000 Paying Members and 50,000 Trials in Year One
“We just passed our one year mark with click funnels. We had over 50,000 trial accounts that people have gone and actually put a credit card in. And we currently have over 10,000 active members who are actively being rebuilt.”
ClickFunnels Reached $1.2 Million in Monthly Recurring Revenue
“Last month was 1.2 million. Month before was like 1.18.”
ClickFunnels Turned Down a $35 Million Acquisition Offer in Early 2016
“We got an offer last month for thirty-five million. We turned it down.”
The Three ClickFunnels Co-Founders Each Retained Roughly 27% Equity
“I think it's like 27% each. And then Dotcom Secrets has the rest.”
80% of ClickFunnels Customer Acquisition Is Organic, Compared to 20% Affiliate
“And I would say about 20% of our customer acquisitions from affiliates, the other 80% is organic, either from my company or from just, I don't even know how some of these people show up to be honest.”
ClickFunnels Boosted 14-Day Trial Rebill Retention From 40% to 64%
“And as of like six months ago only 40% stick through the rebill. We did a whole bunch of optimization. Now we're up to like 63 or 64% to make through the first rebill.”
Brunson: Bootstrapped ClickFunnels was profitable from day one
“And then we were profitable from day one and we've been extremely profitable since then.”
Brunson: Paying for users' custom domains dramatically reduces churn
“So one of them, we found out if they set up a custom domain, like their likelihood of, I don't know exact numbers, it drops dramatically. So now when you go through our onboarding process, first thing we do is we actually, we set the first domain for them and …”
Brunson: Giving free t-shirts for watching a demo slashed churn
“One of the biggest things we did initially to decrease churn is when someone kind of came on and was like, hey, here's the 13 minute demo video showing you how to use the software. If you watch it, we'll send you a free t-shirt. And that alone dropped churn by…”
DotCom Secrets Generated Between $6 Million and $7 Million in 2015
“It'll do between six and seven million dollars by the end of the year.”
DotCom Secrets Sold 26,000 Copies in Its First Month
“Month one, we sold 26,000 copies since then. We sell a lot of them. I'm not sure exact numbers are probably at 30 or probably 40, 40 something thousand copies now.”
18% of ClickFunnels Customers Pay $300 Monthly, While 82% Pay $100
“And so somewhere, you know, between there, the average I'd say about a little, about 18% of our customers are paying the 300 dollar a month level and the rest are a hundred dollar a month level.”
Brunson Self-Funded ClickFunnels With Over $1 Million From DotCom Secrets
“It was over a million dollars when all said and done.”
Co-Founder Todd Dickerson Built the Initial ClickFunnels Software Solo in Six Weeks
“Todd came in and within a month and a half had built it by himself.”
ClickFunnels Gave Away Eight Cars to Top Affiliates in One Month
“In fact, we gave away eight cars last month to affiliates.”
ClickFunnels Generated $1 Million in Profit Hosting Its Last Live Event
“Like our last event, we made a million bucks putting on events. So it didn't cost us anything. We made 10 XR from tickets.”
Russell Brunson Began His Career Selling Potato Gun Guides and Custom Software
“One of my first products was actually a guide teaching people how to build potato guns, which I was an expert. I was an expert at so that, and then I started building hiring people to build software for me. So between software and how to information products, …”