033 - How One System Can Change The Trajectory Of Your Business With Brad Cote




Founder - 90 Day Surge



Show Notes

Josh Tapp 0:00
What's up everybody? Josh Tapp here again, and welcome back to the lucky Titan podcast. So today we have Brad Cote on the mic. Brad is the founder of 90 day surge, having scaled this business from zero to seven figures. And he is here today to share with us how one system can change the entire trajectory of your business. So Brad, let's hop right in. Alright, Brad, so tell us one thing about yourself that most people don't know.
Brad Cote 0:23
So one one really interesting thing about me is I've got a pug and it's a second pug that I've had. And one really big thing that both myself and girlfriend do is we're actively involved in the community. So, you know, Halloween was just this past weekend and we went to a couple events that raise money for the animal shelters and whatnot and rescue dogs and whatnot. So we really like to be active in that and make sure that these you know, animals end up getting adopted in the right houses and you know, we actually fostered the mother to our current Pog before she went to her next forever home. She was part of a puppy mill.
Josh Tapp 1:04
Oh really? Yeah. Interesting. That's so funny. I think pugs are like either love them or you hate them right?
Brad Cote 1:10
Yeah they're they're an interesting breed they're definitely what they call a Velcro dog where you know they're always sitting on your lap and always wanting your attention and they're very little like a child I would assume you know, I don't have a kid but I'm assuming you always gotta be around always want to see what's going on.
Josh Tapp 1:26
Yeah, that's awesome. I love that man. Let's let's, let's change gears now let's start talking about kind of give us a little bit of background on yourself the direction that that really the direction you're going now and how you got there.
Brad Cote 1:40
Sure. So I've been involved in health and fitness for about 12 years or so now and being entrepreneurs like always been a part of my journey. So I kind of what I told you about before so I remember being you know, grade three and four I go in to get candy at the corner store and coming back. You know, buying it for a dime and selling it for 25 cents or 50 cents. To the kids, I also had a stint where we had Pokemon cards, and I would buy and sell these Pokemon cards on periods of time. So, you know, I've always always tried to solve a problem or deliver a service to someone in order to kind of fill that gap. So I have always been involved in business, I had a liquidation business that I started to translate a bit more into the health and fitness and ultimately look where I am now with having a seven figure like training therapy facility as well as integrated clinic. And most recently, I've been getting more into coaching consulting for healthcare business owners, and that's including not just, you know, saying, hey, let's get a whole bunch of new clients. But you know, how do we grow the business so that we have systems in place so that we're not having to do everything and we're able to grow a business and not be working in the business but more on it. So that might be how do we know automate our marketing system? How do we improve Hiring system to get the right people so that, you know, you don't have to be there and you're using them as leverage creating that culture.
Josh Tapp 3:08
Yeah. Which I love. That's one reason we brought you on a particular rise because you've mastered the systems, you know how to help people implement the system. So let's kind of talk through a little bit what's, what's your system that you have in place for you guys? Like what do you use for yourself?
Brad Cote 3:22
So I mean, I look at it this way. And with the clients that I work with, I say anything that needs to be done more than once you should have a system and automate it. Because you're going to be doing it more than once you're just wasting your time and time is your most valuable resource as an entrepreneur, whether in health and fitness or whatever business and as you become more successful, the time becomes even more important to you. So we basically systematize everything. And some of the main systems that we use is like an onboarding system for like hiring. So we've got an entire recruitment system. So, when someone you know, it's almost like a marketing funnel, how do people come to find you about the positions that you have? How do you filter those people to make sure they're the right fit for your culture? You know, how do you onboard them? How do you ascend them into other roles and so on. The same with we've got sales systems that are very much about filtering and converting marketing systems, again, attracting and filtering people. As well as just operations. So like some things end up taking a lot of time for business owners. Something as simple as like ordering pens, or making sure that there's enough printer paper, all of these small little things, the day to day that can completely kill your time if you don't have some way to be able to implement a system that can effectively automate or systematize it and I've seen tons of people they got great sales systems, great marketing systems, but they they die on the on the small little day to day things.
Josh Tapp 4:58
absolutely want to A lot of our listeners do a lot of their business online, right? So they're not they don't even have to worry about pens and paper hardly ever right? So with with people like them, where do they? How do they kind of implement their first system? I mean, as a solopreneur a lot of people are worried about, oh, well, I can't afford these people, you know, what, what would you tell them about hiring and kind of building out their first systems?
Brad Cote 5:21
Well, I mean, a lot of the systems it's the first place that I start is, when you go in, whenever you're doing something, you're starting your day, just jot down what you're doing and how you do it. That's how I initially started doing systems. So I had like a Google Drive. And I mean, back in the day, like I didn't even have that when I was you know, 16 years old. And starting out I just had you know, pen and paper writing stuff down all this how I do this is how I list an item on eBay because I was doing eBay store. So that's the first place I would start is really just writing down what it is you're doing, because then you can start tracking the progress and if you do end up hiring someone It's going to be easier for you to hand them, you know, a bunch of documents saying this is the processes of how we do A, B and C, for example.
Josh Tapp 6:08
Yeah, that's awesome. So what would you go about? So you're writing down the systems, you're taking those first steps. And I really like that, because that's something that we've been doing for ourselves, even you know, is, no matter what you're doing, if you keep a good record of what you're doing, it's really easy. The next time you go and help somebody else to learn how to do it, you're like, oh, here, just read this book. You're done. It eliminates the training process hardly. So when when you're, you know, solopreneur and you're saying, Okay, I need to start hiring people. What who's the first person that you should you should hire?
Brad Cote 6:41
Well, I mean, I think it kind of depends on the business, but the way that I look at it is I outsource the lowest level things first, but you know, that quote, The $10, you know, an hour work first. Because those are the things that you know, require very little skill level. And are generally easier to do, especially if you've done your due diligence and writing down, you know, the step by step. So for, you know, being in health based business, I like to be able to hire front desk based person, because that person can take out, you know, 40 hours worth of work that needs to be done anyways off your plate, or anything, you can spend more time on higher dollar value work, whether that be, you know, the actual training or manual side of the job that you're doing, or the sales or marketing, whatever. So, that's the first hire, I would always say, in terms of the online hiring a VA, you know, you can get a lot of people you know, even at 20 hours or 10 hours a week that can take these monotonous tasks, like putting scheduling stuff into your calendar or, you know, organizing your your drive or, you know, getting data from mailing lists. And again, I'm working on systems that really Onboard these VA so that at the end of, you know, an eight week period, they're pretty much good to go on running like campaigns and doing everything, because there's a system involved for them to do that. So I would say the first thing is outsource the lowest value work. Because that's going to save you huge. And people, you know, I hear this all the time, they complain, well, you know, I don't want to spend 800 hours a month on someone, you know, to hire someone, and it's like, well, if you've got a good system, everything that you do is written down, you're really just giving it to them. So, you know, are they competent enough to be able to execute? Well, that, you know, you don't even really need to train them that much. If you say, you know, here's my list. ABCD follow us. And you know, at $800 a month for examples like what one VA that I have for 40 hours a week, you know, I'm getting 160 hours a month of work done. Can I be spending 160 hours learning how to market better learning how to sell better, how to optimize my systems, you know, improving the customer experience. There's a lot of other things that are higher value work that could be better spent, once you outsource that initial small tasks that you probably don't like doing anyways.
Josh Tapp 9:09
Yeah, seriously. It's usually the work that you're like, I just wish I didn't have to do this all the time. Where do you go when you're trying to get your first employees? I know, you said You talk a lot about VA and everything. So what's kind of your strategy to getting employees that way?
Brad Cote 9:23
Yeah, so I'm in the VA side, like a lot of it is, is I've reached out to other people who've been, you know, more successful, like coaching based businesses, and they generally they start to cultivate a group of MBAs that work pretty well. And some of them even have like their own, you know, agencies that they utilize. So I've went out and gotten some word of mouth referrals so that way, in terms of like hiring all, you know, people can use different sources. I find that people you know, generally get stuck because they only use one source just like marketing. You know, they only rely on Facebook or Something you know, they only rely on indeed. So you know what I find that? Sure, and D, this is a good source, but make sure you're doing other things to get different quality leads in indeed is very, you know, indeed is is indeed a very, you know, low level way of getting people in, and it's free and whatnot. So you're going to get a lot of people, but you're going to need to have a good filtering system to get them in. Yeah. Yeah, I always find if you find someone who's doing similar to what you're doing, you know, sharing their systems or seeing who they hire is going to be really important. And you obviously want to make sure you're very clear on what your expectations are from them. So that way, when you're interviewing people, you really, you know, understand, is this person competent? Do they have a track record of them doing the tasks that I need them to do? and so on?
Josh Tapp 10:52
Yeah, that's really awesome. So do you use anything like Upwork or anything when you're getting VA s or do you strictly use like indeed and like, I know you Usually different places, but is Upwork a good place for that?
Brad Cote 11:02
Yeah, I've used I've worked in fiber, generally, I utilize those for specific tasks like, you know, the design of like a lead generation magnet, like a report or infographic or something like that. I haven't utilized it for a VA like that I'm working with like, on a regular basis, it's more one off, or like ongoing design or something along those lines. Yeah. But I do know, people who have had success with with finding people
Josh Tapp 11:36
said, Oh, I have some of the people that we've talked to have said, Well, I mean, it starts off as a one off project, but if they're really good, a lot of times you can kind of cultivate them into a full time gig, which is pretty awesome for them especially.
Brad Cote 11:47
Yeah, and that's, that's you're building the experience, right? So, yeah.
Josh Tapp 11:51
Well now so let's, let's get a little bit deeper into your business and what you've been doing for yourself. So can you kind of explain your model a little bit How you, you know, your current business and how you're growing that?
Brad Cote 12:04
Yeah, so I mean, most my most current business now is focusing on consulting and coaching. So kind of have to to strain. So I've got, you know, a program that I call, it's the new 90 day new patient search. So it helps a lot with business owners and healthcare business, get new clients over 90 days and install systems. And then once you know, that's more for the people who are starting up, they need, they need some revenue, they need some clients. And then I've got more than a seven figure business blueprint for health practitioners. And that's once they've gotten enough clients, and now they're looking at scaling, they need to make some key hires to, you know, make sure they're, they're leveraged in their business, and they're not having to work all the time and grow. So both of those are, you know, 90 day based programs to install systems, you know, to get them really kick started into their businesses.
Josh Tapp 12:55
Yeah. Well, so how have you been kind of getting your own clientele, I feel I mean, that's a pretty high Take an item right so you're, you're coming in and coaching and everything for him. So I mean, how do you get them?
Brad Cote 13:05
Yeah, so I've been I've been involved in like in the health fitness industry for like 12 years, we've had different speaking engagements, writing books and stuff like that. So I've got a lot of people organically just grassroots of knowing who I was and just saying, Hey, you know, I'm starting some of these programs if you're interested, let me know. And now as as that's kind of grown a little bit, I'm doing some stuff online. So now and you know, utilizing Facebook for you know, ads and, you know, driving traffic to our groups and providing value that way, and a couple other different platforms. So we do some direct mail to different facilities or clinics that are kind of our target, as well as speaking engagements and just starting, you know, more joint ventures with other people who are doing similar types of things. You know, they might be running specifically, you know, Facebook ads or SEO for health based businesses. You know, You know, we're not really an agency, we're more of like a coaching aspect. And we don't want to get involved in the, you know, doing your Google AdWords and stuff. So everything just kind of working together and, you know, having a, where can we fill in the gaps and provide value for those people?
Josh Tapp 14:16
Yeah, I love that. Because I mean, that's, that's what we call like value ladder hacking, you know, finding somebody who can offer the other services that you don't want to, but it's very complimentary to your service. So I love that you're going out and saying, hey, you've got an agency, you've got clients, or I've got some clients who could use an agency how but we client share a little bit. It ends up everybody wins.
Brad Cote 14:34
Exactly. It provides a better experience for the client as well.
Josh Tapp 14:38
Yeah, we're huge advocates for the, you know, for the joint venture partnerships. So I love that. Well, that's really awesome, man. So we're gonna change gears a little bit. Now. One of the reasons we brought you on Yeah, we were talking about the failures, right? So we always talk about that kind of the, the failures that you've had in everything. So kind of brief us a little bit on your on some of the failures that you've had in place. You've learned from them.
Brad Cote 15:01
Yeah, I mean, I've had quite a few. And I think it's really important, you know, always pre frame and say, no failure is really just going to be a part of being an entrepreneur. And it's your mindset, that is the most crucial aspect to this. Because there's always going to be people who are like, Well, you know, this didn't work, you should just give up or, you know, go get a real job, like, you know, I've dealt with all of that, and you've got to really know that with what you're doing in the path that you're going down. You've got to you've got to stick to it and have your mind set clear. So, you know, failures are really just opportunities and their outcome, their their outcomes based on what you've designed. So if something didn't work out, you know, the reality is, is that you missed something. So it's an opportunity for you to learn that to go back. So yeah, I mean, a couple of things that I've like, you know, failed on that. And how to implement over time is like, one really big thing is is not having Clear passion for what you're doing, like absolute burning passion that, you know, when everything is going wrong, you still want to get up and still work on it. So, you know, when in my earlier days, I was young and I wanted to make tons of money and, you know, I had an opportunity where I was working in liquidation. So I basically would, I worked at a company called Zellers, which is like Target. And we I, I bought like the return merchandise and the end of season items and the, the demo stocks, and I would sell them on eBay, and we'd arbitrage them across Canada and the US. So a bunch of stuff happened over time. And it was just problematic. We hit a couple walls and a couple, you know, partnerships didn't work out too well. It got to the point where it's just like, you know, I don't even really want to do this and that passion, I start to lose that passion. And I had a business partner at the time and he was kind of in the same position and what we found it's just like, it's really difficult to stick through hard times when you're not passionate. You don't have that vision. vision was really you know, get a load of stock in sold as fast as possible make as much money do it again. And that's not really a business that's kind of like, you know, a project or I don't even know what you would call it. So, yeah, yeah, we ended I end up selling my spot of that business and going back to school after that time. So I, you know, I did that for a couple years, three, four years. And, you know, really learned from that. So my subsequent businesses, I was like, you know, I'm really I'm really passionate about health and fitness, I've always liked to work out I'd like to help other people with it. I want to learn more about that, which is why, you know, I've went down that route. And, you know, I guess that kind of is, leads me to the next point is that, you know, where you where you start is not necessarily where you end up and I think a lot of people get into that position. So, you know, pivoting and, you know, saying, Okay, well, I'm going to becoming a trainer while I became a personal trainer, then I did slash therapy and osteopathy, and then I started teaching courses and you know that I owned a gym and training facility and getting into coaching. So, you know, it's always really looking at the opportunities and not looking at Okay, well, you know, I started as this business, business x. And you know, I don't really like anymore. But the skill sets are more transferable to this business that I'm more passionate about, and being able to transform and change into that. I think that's a really big, big one people should consider
Josh Tapp 18:28
when I really appreciate you sharing that story, because one of the big problems A lot of people have is they're just kind of on that that hamster wheel, right? Like, Oh, I got to keep going, I gotta get my next shipment out. We got all this stuff. And then if you just stop for a second, say, I'm actually doing what I want to do, am I where I want to be? And if not change, it's totally fine. The change doesn't make you a failure. It just says, hey, you're going more towards your vision towards your passion, your purpose. So I really like the direction you mean, because that's a huge shift for you, you know, basically like an e commerce space. Yeah, completely over to the health field. That's a big shift.
Brad Cote 19:00
Yeah, but it's it's really the skill sets are the same. Like it's it's all really the skill sets and in Yeah, I mean, you know, you could go on for hours about failures. What I mean like the failure in itself is like getting so immersed into the day to day that you lose sight of the vision and you're literally just kind of existing you're not. You're not even thinking about well, why did I start this in the first place? Am I happy like, you know, and then two years go by or five years tech, like there's people I talked to 1015 years, and yeah, they're making some money but they just have no quality of life. They have nothing to look forward to. So it's really important to take a step back and understand your vision and make sure you're you're always working towards that and don't get caught up.
Josh Tapp 19:44
Yeah, you don't get caught up in the you know, the, the stream of negativity and say, Oh, if you've got to stay where you got to be and stay where you are and grow where you are. I really firstly think that the whole staying in one niche your whole life is dead. I mean, it's it's a matter of just follow your passion, you know, like if you're in the health space right now and you say, hey, I want to go to coaching, consulting, head to coaching, consulting, if later you're like, I want to be in the e commerce space, go for it. Nothing's holding you back, you know. So I really appreciate that. Well, let's talk about kind of what's been your your biggest obstacle, your most recent big obstacle that kind of kept you up at night? How did you overcome that?
Brad Cote 20:24
Yeah, I mean, the most recent one really was operating the gym and training facility itself. So I still have a clinic that I'm working with, and I'm looking at offloading that into next year. But you know, when I originally started it, you know, the systems I got the systems, everything's excited, you've got people on board, you know, tons of clients, if things are going well, but I'm starting to change my vision. My goal was to like I want to have multiple facilities, you know, maybe do some sort of base looking at doing franchising. And when I started, you know, getting these these opportunities I started looking at and saying well You know, is it really what I want to be able to do? And you're not that I'm super old, I'm 32 next year, but I'm thinking like, you know, do I want to have multiple locations where I've got to be responsible for all of the capital and the hiring and all this other stuff? Or, you know, is there a way for me to be able to utilize my skill sets, give myself more leverage and make a bigger impact. So, you know, that comes back to me knowing the vision of like, I want to make a big impact in the industry. You know, so part of for me was really identifying, okay, well, how do I set this up. So working in the coaching environment, I've got people that I've worked with, so I've got a colleague that I've worked with for a couple of years, he's looking at opening another facility. So it was a great fit for me to start to transition him into taking that over. So that ultimately, you know, it's kind of his baby in order to, you know, launch his business and grow and, you know, take those those concepts in coorporate them into it. So I think a lot of it is like, you know, just looking at where, where you are, and, you know, how do I transition and pivot and making sure that I'm staying on top of what it is I'm most passionate about. So yeah, I mean, that's been a bit of it and like, how do I set that up? And, and, and exit out of a specific business? That's, that's huge. And I think people don't don't necessarily think of that, you know, what is the end goal? You know, am I keeping this business for five years? 10 years, 20 years? Is it with me forever? And is the business built around me so that if I go to sell it, you know, I don't get anything for
Josh Tapp 22:38
as a more of a personal brand, or is it more of a tangible, sellable asset? Exactly. That's awesome. Well, hey, before we sign off, though, give us one last parting piece of guidance. Let us know how we can connect with you.
Brad Cote 22:50
Sure, yeah. So I guess we'll go back to like the the original, you know, failure of nada. You know, knowing the vision and whatnot. So there's three questions that I always get people to answer is what problem are you solving? To? Who does the problem you're solving for? And what is the value of the outcome that you provide? And most people fail here and they end up commoditizing themself. And because of that, they, you know, start to lose passion for what they originally were doing. Awesome. Yeah. And then in order in order to reach me, I've got a website, Brad Cody comm VR ad co T, calm, and I've also got a 90 day new patient search program.
Josh Tapp 23:41
Perfect. Well, we'll post links to that in the description. But hey, Brad, thanks for coming on the show, man.
Brad Cote 23:45
No problem. I appreciate it very much.
Josh Tapp 23:47
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