icon-folder-black Dropshipping Entrepreneurship

Chris Wane — From Side Hustle to Seminal Enterprise

icon-calendar 2020-10-14 | icon-microphone 1h 3m 42s Listening Time | icon-user Joseph Ianni

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Chris Wane has faced some significant challenges on his journey into e-commerce, but he has taken his problems head on. His goal is one I think we can all strive for. Freedom. Like many of the minds we've talked to, he's willing to offer his expertise to likeminded people as a mentor and as an expert drop-shipper we talked to him today about how he sailed past his modest goal of 200 pounds, his strategy for dropshipping and how to handle criticism, as just a few examples. No time to waste. Let's hop to it.

Chris Wane started his business with just £250 in his pocket. Fast forward to today and he's now generated over $1,000,000 and has acquired 5 different income streams. He's also CEO & Founder of The Advanced Dropshipping Academy where he teaches people how to build and scale their own dropshipping businesses from scratch. Join us as he talks with Joseph about his journey to the top.



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Tags: #Ecommerce #E-commerce #OnlineBusiness #DigitalMarketing #BusinessDevelopment #DigitalMarketing #Dropshipping #WorkFromHome #IncomeStreams #Scaling #ChrisWane #Debutify

[00:00:00] Chris Wane: [00:00:00] I said my original goal was to earn 200 pounds a month just to kind of, you know, help me pay my bills, but I always hoped that something would happen. I was hoping I would be able to kind of get out of that corporate world and actually just be a bit more dynamic in my job, to be a bit more free. And now my goal really now is that freedom.

[00:00:21] Now that I've had that taste of it, I would never want to go back to a job. 

[00:00:25] Joseph: [00:00:25] You're listening to Ecomonics, a Debutify 

[00:00:28] Podcast


[00:00:29] your resource for one of a kind of insights into the world of eCommerce and business in the modern age. 

[00:00:35] This is Joseph. 

[00:00:36] I'll be presenting a wealth of industry knowledge from interviews with successful business people and our own state of the art research.

[00:00:43] Your time is valuable, so let's 

[00:00:46] go.

[00:00:55] Chris Wayne has faced some significant challenges on his journey into e-commerce, but he has [00:01:00] taken his problems head on. His goal is one I think we can all strive for. Freedom. Like many of the minds we've talked to, he's willing to offer his expertise to likeminded people as a mentor and as an expert drop-shipper we talked to him today about how he sailed past his modest goal of 200 pounds, his strategy for dropshipping and how to handle criticism.

[00:01:22] As just a few examples, no time to waste. Let's hop to it. 

[00:01:28] Chris Wane, it's good to have you here. Thank you for being on the show. 

[00:01:31] Chris Wane: [00:01:31] Thanks for having me, it's great. 

[00:01:33] Joseph: [00:01:33] I agree. And I haven't even asked you a question yet. So my, uh, my approach to these interviews is it's a start with what brings you here today. So, uh, who are you, what do you do?

[00:01:43] And what is your role in the world of e-commerce. 

[00:01:46] Chris Wane: [00:01:46] Uh, so my name is Chris Wayne. I started dropshipping well, officially it probably started drop shipping just over three years ago. I launched my own yeah. General store e-commerce business that grew to [00:02:00] over $700,000. Um, since then I've launched other drop shipping businesses as well.

[00:02:04] And I'm also the founder of the Advanced Dropshipping Academy where I teach other people how to build and launch their own online ecommerce businesses. 

[00:02:12] Joseph: [00:02:12] you know, 

[00:02:12] one of the things I just wanted to make sure I asked you was about the, uh, the drop shipping, uh, Academy. Um, you advertise it as a data driven, drop shipping method.

[00:02:20] So, um, what can you tell us about it and what should prospective students be keeping in mind if they apply? 

[00:02:27] Chris Wane: [00:02:27] I think the biggest mistake, a lot of new people in dropshipping make is the, they jump onto, [?] And they pick a random product. They just pick something they think most interesting [?], kind of looks cool and they hope for the best.

[00:02:39] And they think they're going to make a million dollars overnight. It doesn't really work like that. I mean, you know going back four or five, six years ago, you could probably. A fire or a cut necklace on a Facebook ad could make tens of thousands of dollars, you know, but markets mature over time. And I think now we're in a space in terms of dropshipping where the data and the validation of products you choose is very important.

[00:02:59] And that's kind of the [00:03:00] strategy I focused on is looking at that data to make sure that you're choosing a product that not only kind of has the highest potential for profit, but also has the highest potential for growth long term as well. Kind of thing. I think a lot of people made that mistake. They think this is some sort of get rich quick scheme.

[00:03:13] I think drop shipping is a kind of a secret method of running a business and it's not the end of the day it's an eCommerce business. You're running an eCommerce business using a drop shipping fulfillment model. Kind of thing. So, you know, picking the right products. is paramount to making it work. You can,advertise something as well as you want and be awesome at marketing and things that are getting loads of people to your store.

[00:03:33] If nobody wants the product you're trying to sell no one's going to buy it. So I focus on the data behind the presentation that they have a track record of sales, you know, there's demand for it, in terms of Google trend searches, and all that kind of data behind it in order to really pick the right products to build the business around.

[00:03:49] Joseph: [00:03:49] We're we're definitely going to, uh, get some more questions in, uh, in regards to that, but there was something that stuck out to me, um, from, uh, from your introduction. So you've been doing this for three years, [00:04:00] so it looks like 2016, 2017 is when you got this started. And 

[00:04:05] that's something that

[00:04:07] surprises me, um, especially with a lot of the people that I talked to.

[00:04:10] Is that it's not like anybody here has been doing this for, at least so far, nobody that I've talked to has been doing this for like 15 years, 20 years. So it's, it's still in, uh, I guess some of the early, early phases of it and, and it's maturing, but it's not mature yet. Um, what, like, what were some of the people around, um, when you guys started?

[00:04:32] Like, what was the environment like when, uh, when you, when you got into it? 

[00:04:36] Chris Wane: [00:04:36] There weren't that many people doing it. Um, I think when I started, I stumbled across a YouTube, recommended me a video about how some guy had made quarter of a million dollars selling power card bracelets on his online store. And that just blew my mind at the time.

[00:04:51] And I was just like, how, how is this even possible? And then YouTube algorithm picked up the fact I was watching these videos and they led me further down into Oberlo and [00:05:00] things like that. Um, and that's kinda how it went, but there weren't that many YouTubers doing it at the time when I first stumbled across it.

[00:05:07] Um, I, funnily enough, I actually looked into drop ship and about 12 years ago I found an old email where I was looking at, but it was very much, it wasn't, as it is now, it was very much take it from suppliers, you know, like in the UK, for example, and actually speak to them directly. And you know, it wasn't none of the, none of this type of Chinese Ali express structure being used in Oberlo as your connection and things like that.

[00:05:25] But. Yeah. I think back when I started, there was a few people knocking around. Some of them aren't even here anymore. They're not even in the space anymore. They've moved on to SAS companies and all sorts of things like that. So, um, but you've seen a lot more people pop up. It's becoming a lot more common to see people on YouTube and, you know, popping up with these, you know, drop shipping.

[00:05:44] Tips and tricks and things like this, and you never know how credible they actually are these days, you know, that's the problem with it. You don't know their background and what they've done, but yeah, back when I started there, wasn't a lot. I didn't have anyone really. Show me what to do in a sense

[00:05:57] Joseph: [00:05:57] right. And I'm just, I can't, I can't even [00:06:00] imagine that those videos you saw must have been in 480p at best, and then they didn't look so good.

[00:06:07] It amazes me too, just trying to get a grasp on, on legitimacy. Cause I'm, you know, I'm, I, I can, I can be pretty skeptical. And so it th. I feel like I would have to see like transactions happening in real time before I can truly and fully, um, um, believe somebody, if I were in the position of, you know, looking at YouTube videos and, and seeing it because it's, it's pretty easy to fake a lot of things.

[00:06:39] Chris Wane: [00:06:39] Yeah, 

[00:06:39] Joseph: [00:06:39] somebody's not naming names, but somebody can like walk around in a, in a Hollywood mansion and point to their Ferrari's and say, yeah, I did all this, uh, in, in, in a month and if you sign up for my course uh, you can too, and I don't know what to make of it. So like, did anything, I guess, was there anything that stuck out to you that made you think, Oh, okay.

[00:07:00] [00:06:59] Well that actually does look legit.

[00:07:01]Chris Wane: [00:07:01] I 

[00:07:01] think really when it comes down to the credibility of people, especially in kind of the social media age we're in now, it's very easy to fake things. I think credibility really comes down to being able to back up the claims hard. So there's actually been some people ok not naming any names that I look up to when I first stayed that turned out to have not been legitimate, um, which was shocking to me at the time kind of thing.

[00:07:24] But I think. Yeah, people in drop shipping space, you know, obviously [?]Oberlo are a well known kind of brand within the space, you know, Shopify own Oberlo. Um, you know, the credibility is with them in a sense, everybody that's been on Oberlo's YouTube channel, myself included have been vetted by Shopify and Oberlo, um, they're connected to our stores kind of thing.

[00:07:43] They see the transactions coming in and out. So I think so they, they know what's been done. So I could say, you know, relatively confidently, anyone that's been on Oberlo's Youtube channel is, is legitimate. In a sense because of the background checks, they do one, you, um, anyone that hasn't, then the question mark, you [00:08:00] know is above their head kind of thing, I'm not saying they are scammers.

[00:08:02] I'm not saying that they're legitimate or anything, but you know, there are going to be people out that aren't. It's very, very difficult to, to see that, you know, um, I think there's been a big, big dropshipper recently who, um, has been sued for fraud. 

[00:08:16] Joseph: [00:08:16] Oh wow

[00:08:18] Chris Wane: [00:08:18] for basically he's legitimately sold a lot of products, you know, he's selling a course and things, but he's been, he's sold a lot of products, but think there's like a class action lawsuit or something against, I don't know the details exactly.

[00:08:27] But he was selling something fraudulently in terms of you know, saying it was made in the U S and it wasn't made in the U S and all this he's done the sales, but not legitimately, 

[00:08:40] Joseph: [00:08:40] and it's false pretenses. Right. Because if somebody says it's made in the U S and that's technically a selling point, well, if that's not the case, I mean, I worked in retail, so there I've, I've seen a lot of different tactics, like I've seen like, Oh yeah, yeah, yeah.

[00:08:54] This is an international, uh, assembly. Which is to say like the calf for the lover [00:09:00] came from India and then everything else was made in China. Oh yeah. Yeah. It's totally international. 

[00:09:05] Chris Wane: [00:09:05] Yeah. So I mean, credibility. Yeah. It's um, it's difficult to find, but you know, there are places out there in terms of final blow that really do add credibility to people kind of thing, because of the, the, the research they do.

[00:09:17] Joseph: [00:09:17] And I do want to say in fairness to, uh, my own, uh, to an experience with Debutify one of the first things that happened was, um, uh, Ricky, Ricky Hayes. He, he, uh, he took me through his, uh, his, his training course and, uh, And that helped me on like, to see the legitimacy of it right away, because it was all behind the scenes stuff.

[00:09:36] He wasn't trying to, uh, to hide anything. And that was definitely a helpful route, um, uh, early on just to make me realize, well, this stuff, uh, you know, people can really succeed in this. People can really make a huge difference. And it's also great to that as I interviewed person to person I'm noticing and mind you, this is like, you're like interview number six.

[00:09:56] So this might not be such a good point once I get to interview number [00:10:00] 23, but everybody seems to be working together to contribute a puzzle piece into the, the bigger picture. And as you say, Shopify, and Oberlo, they are somewhat of 'em. I don't want to say gatekeeper more like a safeguard or a Vanguard of, uh, of legitimacy.

[00:10:18] Everybody one way or another has a relationship, uh, with these companies it's pretty difficult not to. And Debutify is no exception. It's a Shopify theme. So our legitimacy is based off Shopify as legitimacy. 

[00:10:30] Chris Wane: [00:10:30] Yeah. Definitely. Definitely. Yeah. I mean, Shopify is great, you know, you can, you can, there's so many eCommerce businesses built on Shopify, it's not just drop shippers, you know, drop shipping as a fulfillment model.

[00:10:42] You know, you still run an eCommerce business at the end of the day. So, you know, so, you know, people who say drop shipping is a scam. It's just wrong. It's a fulfillment model that's been around for decades. You know, it's an eCommerce business at the end of the day to say drop shipping as a scam is to say e-commerce is a scam.

[00:10:58] So that's my, my opinion [00:11:00] on it. 

[00:11:01] Joseph: [00:11:01] Right. 

[00:11:01] And it's just like a, it's a reductionist argument because then, well, eCommerce is a scam well then economics is a scam, then money is a scam and then life is a scam. It's like, well, okay. That's, you know, uh, it, make sure you take that black pill with some water while you're at it.

[00:11:16] You don't want to choke on the black pill on the way down there. So there's, there's one of the things that you get up to, but I'll just want to make sure that I didn't miss anything else, but you also do one-on-one calls with prospective of entrepreneurs. Now, is that part of the drop shipping course? Is this a separate thing or like somebody signs up for the drop shipping course and they can do the calls as well.

[00:11:36] Chris Wane: [00:11:36] So the calls are really for people who kind of want to work with me personally in order

[00:11:42] Joseph: [00:11:42] Oh I see

[00:11:42]Chris Wane: [00:11:42] to launch their own dropshipping business. So it's kind of like personal mentorship in the sense to, I only work with a small handful of people kind of thing. Any one time, my Academy is my academy you know, it's prerecorded video content, teaching how to build and launch and scale the business.

[00:11:54] Whereas the calls are really for me to discuss the possibility of working with people, a higher [00:12:00] level, in a sense to build a longterm ecommerce brand using the drop shipping model initially. You know, to validate those products at low risk and then turn into a, you know, stock and everything or fulfillment centers and all that kind of stuff in terms of, uh, uh, so I have a longterm brand for the future.

[00:12:17] Joseph: [00:12:17] Hmm. And, and, and across, um, uh, both these operations or are there any, um, standard examples of, uh, uh, anything that really stuck out to you and said, wow, I. I made a huge difference in this. This is a great success now. 

[00:12:29] Chris Wane: [00:12:29] Uh, yeah, there's been, you know, been a lot of successes in the Academy. I think one of the most notable ones for me, um, just because of the speed of the results was there was a guy called Shannon from Australia.

[00:12:39] He, um, he joined the Academy. And then within 30 days of his store launch and he'd done $93,000 in sales, 

[00:12:47] Joseph: [00:12:47] Sorry three

[00:12:47] days? 

[00:12:48] Chris Wane: [00:12:48] Within 30 days 

[00:12:51] [?] He did $93,000, which was great to see, not just because obviously it kind of helped somebody change their life in a way, but also that strategies [00:13:00] can be transferred to such a high level quickly as well kind of thing.

[00:13:04] So, um, I think last time I spoke to him, he was up to like $130,000 on his store or something like that. I'm not sure where he is now, but that was that's one that always stands out in my mind. If, you know, from all the success stories kind of thing, just to how quickly he saw those results, once he started, you know?

[00:13:19] So that was a, that was always a good one. 

[00:13:22] Joseph: [00:13:22] Uh, before we move on, uh, I just wanted to see if you'd be willing to tell us anything else about some of the, some of the format or maybe some of the, some of the process that you, you go with speaking to people one on one. 

[00:13:39] Chris Wane: [00:13:39] Uh, really, I mean, the initial calls that I have with people are really just about understanding what their goals are, you know, where, where are they now in terms of knowledge and experience, um, do their goals aligned to what I can even offer it?

[00:13:51] You know? Cause sometimes I get people on who want something that I can't help them with, you know? So we really, those initial calls that just to make sure that, you know, they have realistic goals [00:14:00] for a start. I had somebody who said he wanted to make a million dollars profit in a single day, but, you know, I told him if he figures out, let me know kind of thing.

[00:14:06] So, you know, some people have unrealistic goals with it, but you know, I want to make sure that I'm working with people who, you know, want to understand how to build an eCommerce business really and that is the mindset they have. So that's what I'm looking for. This isn't a get rich quick kind of thing it's not a scam.

[00:14:21] It's not a scheme, it's a business. And you have to understand, you know, the, the techniques and the strategies, in order to build it, but I need to make sure that I can help you understanding that as well, based on your goals, so that's what those calls are for. 

[00:14:34] Joseph: [00:14:34] Okay. 

[00:14:34] Okay. Excellent. So I checked out your drop shipping store, Big Red, um, I wanted to see an instance of one chugging along at full steam.

[00:14:42] Um, in, in its current state, I'd like to know more about what's keeping it running. Like what do you, who do you have in terms of personnel or software and services that are, uh, operating on the backend? 

[00:14:54] Chris Wane: [00:14:54] So big red was the store that really took off for me. That was the big one. That's what got the attention of Shopify and Oberlo that [00:15:00] as the first successful store I had, um, since then I've opened up multiple other dropshipping businesses I've even launched a, a brand myself in April this year, which is the worst time to do it in the height of the coronavirus.

[00:15:13] Um, so that's more of an eCommerce brand. So that's where my focus is now. So my focus isn't necessarily on big red anymore. Um, mainly because that sort of general store format doesn't necessarily, necessarily work as well anymore. You know I'm very much down the generic branded one product store kind of route, um, to be able to build that kind of market-leading proposition in the sense of brandability using the drop shipping model.

[00:15:34] So I would figure it's still running because I can't bring myself to shut it down. Um, but it's really collecting traffic organically now from Google. Just, you know, just for free in a sense, so it's making money [?]for free. Um, so it doesn't take a lot to manage it myself cause it's not, you know, it's not a brand that runs at a high level anymore.

[00:15:53] Um, because I've moved on to other the businesses within drop shipping in eCommerce in a sense. So that just that's the [00:16:00] baby and that's the original one. Um, I use it a lot for content within the Academy to show, you know, what you should do and what you shouldn't do now kind of thing. Um, because there are things on there that I.

[00:16:09] Do change now going forwards, but that was the first big success story within kind of my journey and dropshipping. 

[00:16:16] Joseph: [00:16:16] Hmm. 

[00:16:17] Yeah. I mean, I, um, I was, uh, I was interested in that just because, um, when I, I had a feeling that, you know, you, you moved on to other things it's, cause I do know from researching you, is that you there's been a process to your development.

[00:16:30] You've had to go from, uh, from operation to operation idea to idea which we'll we'll we'll get into a little bit. Uh, but I was wondering if it would turn into like its own, uh, Acme industries where. It's the, you have to have, uh, other people running it or anything like that. So have you had to hire people for anything that you're doing, or have you been able to just keep tabs on all of your, on your work?

[00:16:50] Chris Wane: [00:16:50] I have had to hire people, virtual assistants, mainly to help with stuff, especially when they start to scale. Um, big red, you know, as, at its height, when it was doing, you know, [00:17:00] tens of thousands of pounds a day I was running in pounds at the time. So, um, I was in need of that support then, but now not so much. So they transitioned into other areas of my business that I need kind of thing.

[00:17:10] So, um, I, I find it very difficult to delegate is one of them. It's one of my flaws. I find it difficult to let go of control. Uh, I am working on it. It's taking time, but I'm getting there, but I think, um, I'm very much hands on in terms of how I run my business and it, and that's an issue I have to deal with.

[00:17:27] to allow me to grow further kind of thing, but it's, um, Yeah, a big red, you know, I just manage that myself. Cause you know, it takes over each month on its own kind of thing is profitable every month, just organically. Um, but yeah, the other businesses that really the focus really in terms of the new e-commerce brand and things like that, um, that's where a lot of my VA work is, is held at the moment.

[00:17:47] Joseph: [00:17:47] What was that? What was the one that you started up in April? 

[00:17:52] Chris Wane: [00:17:52] Uh, so that's my so, I have an ecommerce brand I don't want to share it just yet 

[00:17:55] Joseph: [00:17:55] Oh sure

[00:17:55]Chris Wane: [00:17:55] or it'll get swamped with traffic. Won't be buying from me, but, um, yeah, [00:18:00] that was a brand new site, eCommerce, eCommerce business, one product kind of brandable store that I've, you know, want to go kind of like private label for the future and really try and grow it into a brand.

[00:18:09] Um, cause my entire kind of dropshipping journey so far is very much been jumping on trends and even though it's worked very well. Trends don't last and that's the, uh, that's the problem. So now, you know, I'm looking at really, you know, using my knowledge and experience in the field to create an eCommerce business that can just run, you know, every single day of the year for as long as possible kind of thing.

[00:18:30] So that's really the goal, evergreen products mass market appeal, problem solver, you know, the standard product criteria. I'm just [?] and see where I can get with it. 

[00:18:40] Joseph: [00:18:40] It's funny 

[00:18:41] that you say, that trends by their definition they don't last forever. And. It's something that I always find concerning, especially because, uh, going onto social media, a lot of the content that they encourage the users to create is also temporal by design.

[00:18:59] Like [00:19:00] you go into Instagram stories and they last a day. Before they go onto the next thing. So there's always a sense of like, missing out. So I guess there a balance there between, well, if I'm going to be an involved in this, uh, I gotta get in there and knowing that it's not gonna last forever, but staying out of it.

[00:19:16] I don't know if that's, um, That's going to completely work either from my, my approach to trends has always been I'll dip into the river, see if there is something that I want to grab, but then I keep it for life. 

[00:19:29] Chris Wane: [00:19:29] Yeah. It really depends what you're getting into this far I suppose. Some people see it as a get rich, quick thing so they'll jump on a trend, you know, get the cash grab and then do a runner.

[00:19:37] So I think that's uh, not in a scammy way, just, you know, once it dies off, they'll finish kind of thing. They'll have a decent pile of money to have to do with whatever they want, or other people  do want to legitimately build a longterm ecommerce  business to quit their job or you know, retire early or whatever.

[00:19:50] Um, you know, and obviously a product choice really is important with that.  Thinking back to the fidget spinners, you know, if you were dropshipping fidget spinners when they came around, you would have made a [00:20:00] fortune. So I think an absolute fortune, but if you, you know, I remember hearing a story about some guy bought like $40,000 worth of fidget spinners just after the trend stopped.

[00:20:08] Um, then you would think he was stuck with the $38,000 worth of fidget spinners that he couldn't get rid of cause no one wanted them anymore. So I think so it's very much kind of a case of what you, what you're in it for, it'd be like now with masks, you know, before Facebook and Google started clamping down on

[00:20:20] people advertising face masks, everybody in the world, pretty much needs a face mask, you know? So the people who cashed in on that, at the beginning made a lot of money before. 

[00:20:30] Joseph: [00:20:30] Yeah. I mean, I, I still, uh, scroll uh Facebook because I have a, Oh, so many habits that I could stand to iron out and I, and I do still see some mask advertisements.

[00:20:42] Um, this was something that I, we were actually talking about in a, in a mentoring session, uh, last week. Uh, I think it was, if it's a COVID-19 related advertisement, that's where Facebook's, uh, will, uh, lay down, lay down the hammer because they don't want it's it's a sensitive [00:21:00] issue. Right. People have experienced loss with it.

[00:21:01] So, so I, I understand, but I have noticed that people are going back to advertising masks in as if there was no COVID-19 like, Oh yeah, no, this is a breathable mask. Something to wear when you go jogging. So people have found ways to get around it. So I wouldn't, I wouldn't be surprised if eventually Facebook just says, okay, that's a no more masks.

[00:21:23] No one's selling masks anymore. Enough is enough because people will know, Oh, I see a mask advertisement. Gee, I wonder what, what problem their solving. 

[00:21:30] Chris Wane: [00:21:30] Yeah, exactly. 

[00:21:31] I mean, they definitely clamped down a lot people were putting dots and dashes between the word mask and things. So the box wouldn't find it and all sorts of little tricks.

[00:21:41] So it wouldn't surprise me if people have found loopholes to get their adds of running. Um, but it really depends what you're in this for. You know, now, originally I was in it for trends I was in it for the cash grab, you know, as my experiences, so I've grown and I've understood what this is a lot more kind of thing and now I'm focusing more longterm to see if I [00:22:00] can stop hunting products as much as I have been kind of thing, actually to settle on one and just run that, you know, as, as high scale as I possibly can.

[00:22:09] Joseph: [00:22:09] So I'm going to get into, um, some of your research. So I know that research has a major key to your success. You engulf yourself in knowledge at the beginning of your journey. And you mentioned earlier that you had even seen the, um, The seeds or the foundations of dropshipping, uh, 12 years ago. Um, and  I also understand that you haven't exactly stopped researching?

[00:22:30] So, um, w now that you're this far into the game, uh, what is your, what does research look like for you in your position? 

[00:22:39] Chris Wane: [00:22:39] A lot of it really comes down to. In terms of product research, it really comes down to kind of trends in terms of search terms on Google. You know, because what I found is, you know, my advertising strategies I've evolved slightly over time in terms of techniques, but I'm still running [00:23:00] the same kind of strategies I did when I first launched big red in a way.

[00:23:03] Um, so. What I [?] Is hundreds of products. Yeah. Hundreds of hundreds of products, but the strategies have stayed pretty much the same. Um, so that would suggest to me that the product is very, very important. Yeah. Because of my marketing strategies, my website designs have all been roughly the same, we've improved over time, but it's a product that has been the main variable.

[00:23:22] Uh, and there's been times where I could spend hundreds and hundreds of pounds on, on advertising and getting nothing for it because nobody really wanted the product. So my research now is very much around finding products that people want. Where is the demand for the products because you don't even have to be that good at advertising in order to make sales.

[00:23:39] If people really, really want that product. Um, masks, for example, you know, a lot of people have made hundreds of thousands of dollars off masks originally when they probably been trying to drop shipping for months and months and not made a single dollar. Kind of thing. So it doesn't, it doesn't take a lot if you have the right product, but finding that product is really the key.

[00:23:59] And I think [00:24:00] this is something I try and get a lot across all of my students. So the clients with the mentorship is this product is very, very important. This is the thing. People are gonna be buying. You need to understand how to. Connect with the audience with your customer in order to sell it. So doing the research on, is a demand for the products and what the people want it for is pretty much the foundation to my initial prior research.

[00:24:23] Joseph: [00:24:23] So I noticed, uh, I guess I do some solo content as well, so it gives me an opportunity to do a lot of research for the company. So. The top selling products I had seen, it was in the period of March. It was a masks weren't on it, I guess, because it was so high up that it, it just shot right past the screen.

[00:24:43] Then it was disposable gloves, which makes sense. And then after that it was Breadmakers, was the next highest selling product that I, that they had on the chart 

[00:24:53] Chris Wane: [00:24:53] that could have been because no one could buy anything in the shops, cause they was panick  buying wasn't they. So people were looking at making bread [00:25:00] at home maybe, but I mean, that would be, again, something I would class as a trending product because once the supermarkets got back to normal on there's bread on the shelves again, but you know, there was, you know, people didn't really need it like I think of the home gym equipment.

[00:25:13] That's another product that absolutely blew up. During lockdowns for people, people working out from home, there was elastic bands, those gym bands, you know, so many people tried to sell them and that blew up. But as soon as the gyms opened, then no one needs them anymore. So no one was buying them anymore kind of thing, especially in UK.

[00:25:28] So I think so. Yeah. Yeah. I think that they could be seen as evergreen products, but the trend, the spike was now because of COVID and so it's all taken, it's taken into, into the variables in terms of what's going on in the world is part of your product research as well. 

[00:25:44] Joseph: [00:25:44] Yeah, I would expect to see some, uh, overall shift in people's, uh, mindset because I think, uh, being a under, I really like a, hit an unprecedented historical lockdown down.

[00:25:59] It's [00:26:00] giving people an opportunity to experience living life a little bit differently, maybe, uh, out of their, out of their usual, uh, habits. So maybe you might, this is just speculating, but you might expect more people to say, you know, what working from workout from home is actually fun. I guess I didn't really need to go to the gym so I can see like a little bit of a shift in terms of what people are actually going to start using their, their homes for.

[00:26:24] I mean, I was social distancing. Like we, you know, way before, way before I had to, I was working remotely as far back as 2019. So government, everybody else's, they like stay in your homes and I'm my order might as well been. Do you know what? Just do what Joseph is doing? So I, I want to give you a chance to, uh, be as granular as you feel you can.

[00:26:46] Um, maybe you don't want to give away everything, which is totally understandable, but, um, let's just hypothetically say you're, you're, you're doing some research and you're trying to nail down what might be, um, in your, in your [00:27:00] shoes. You're looking for something that has lasting power. So what. After this interview, you're going to go do some research.

[00:27:06] What, what does that look like? 

[00:27:08] Chris Wane: [00:27:08] Yeah, so I think I have a certain sub list of what I cost is the winning product criteria. So I have a checklist of criteria that I validate all my products against. So what I would do generally is if I would have a product list that I'm thinking of potentially. So I'm selling, I create the list and I would then validate that list against the criteria.

[00:27:27] So certain things on the criteria, things like mass market appeal, and make sure that it is sellable to a, you know, a huge audience. You know, that's why a lot of people get into pet niches when they first started drop shipping, because it's a very simple mass market kind of product. Um, not a lot of people get into sewing niches because.

[00:27:43] Yeah, the market isn't that big. I mean, it's relatively big, but in turn, you know, in comparison is not. So I look for products that kind of have a mass market appeal, ones that, solve a problem because problem solving products are products that people need more than once. And I think need is very important.

[00:27:58] The one that, especially in the [00:28:00] current climate, when people are scared about. You know, jobs as well. Do you know if people will need it t to improve their lives so solving a problem that makes a product, you know, improve the customer's life is important for me. Um, and used to have some sort of like unique appeal or a unique selling point in the sense that you can, um, focus on.

[00:28:17] So like a wow factor in a way, you know, why should they buy it from you rather than go to the corner store or Amazon or something like that. You know what what's different about your product? You know, what makes it unique? Um, those are really the top three. I have things like, um, another important, I suppose, is the demand from Google trends, you know, type new product search terms that people will be searching for.

[00:28:36] What is the demand on it, you know, compare it to other products, you know, and then see what the differences  of them are. Is it seasonal? like, snow goggles know I was selling snow goggles, um, on big red when I first, when I first launched it and. You know, that did a thing to close a hundred thousand pounds in four months. It did.

[00:28:55] Um, But if I tried to sell that, it was over obviously over the winter period. But if I tried to [00:29:00] sell that over the summer period, I want to make anything. So, you know, trends are very important in terms of when you sell a product and that's why the new evergreen products are important. So mass market, real problem solving, wow factor and that it's actually trending in terms of search terms.

[00:29:13] And so there's people are actually searching for it. There's demand for it. Those are really the top four. Um, and then after that is things like, you know, can you, can you price it?, you know, with a decent margin, cause obviously you're paying for Facebook ads and Google ads. You're going to have a cost in that as well as your product costs.

[00:29:27] So you need a decent margin. So I always try and price something. Um, so three times what I'm buying it for including the shipping as a minimum. So I think so you wouldn't buy something for a dollar and it's like $3 kind of thing, but you know, you'd have to sell it at a decent margin , you know, there's a three X kind of price point on this is something I definitely look at.

[00:29:44] Um, there are a few more, but those are kind of like the main ones that I look at, um, in order to really validate products. And then I pick the one that I think's got the most potential. 

[00:29:54] Joseph: [00:29:54] It just reminds me, um, when I was talking to one of my, um, managers, this was like a, at [00:30:00] an old watch job and he said the markup on, it was a, it was two times.

[00:30:03] So he had to buy something at cost and then he only marked it up, I guess it was like if he bought it at 150, his markup would be 300 and it's really like mind blowing because that profit margin was everything. It was overhead. It was paying us, the staff, it was purchasing more products. And by goodness, those products needed to sell.

[00:30:26] We know we didn't want to stock the store with stuff that wasn't selling. So the difference between that versus a three times margin with significantly less overhead, you know, you don't have to subscribe to a, to a radio station to play on the speaker for people to walk in. So it just, it really is a whole change in people being able to put there energy into something and getting something out of it.

[00:30:55] Chris Wane: [00:30:55] It is , the barrier for entry on dropshipping is so low. [?]. You know, your [00:31:00] biggest cost really is your advertising cost. And you could even run this without advertising. If you want it to take it slower and cheaper, you just, you know, create organic posts on Instagram or on Facebook and get just organic traffic coming back to your store, through your branded kind of Instagram page.

[00:31:16] Yes. It will take a lot, a lot longer to get to any kind of tangible result, but it's free. So, you know, I really all you're then paying for is your shopify subscription and any kind of apps you have, you know, cause your product cost is technically free because the customer pays for it before you have to buy it.

[00:31:30] And then, your apps, you know, a lot of the apps tend to pay for themselves, especially when it comes to retargeting and things like that. So that's technically free and that's what the Shopify is in a sense, because wihtout Shopify, you won't be getting sales. So it all kind of pays for itself.

[00:31:43] And your biggest costs, your only cost really is your ad cost, your cold traffic ad cost. And if you're not doing that, then the barrier to entry to running your own business online is so low and that's why so many people are so attracted to it because it's very, very easy to do [00:32:00] from a laptop.

[00:32:01] Without any pants on, on your sofa, that's kind of how it is. So, um, yeah, it's, it's a really good business model. 

[00:32:09] Joseph: [00:32:09] Yeah. How much would you say, uh, in, in your budget  does advertising factor in? 

[00:32:16] Chris Wane: [00:32:16] Um, it's a, it's a big piece of it in a sense, but I'm still quite tight with spending money on ads kind of thing.

[00:32:24] So I won't go in there and start spending a thousand pounds a day on ads. Like I'll go in there and I'll spend, you know, 20, 30, 50 pounds a day on ads and I'll test them first. Once I start seeing, you know, traction on a product once I start seeing profit start trimming off the fat you know kill the ads that

[00:32:39] aren't working and start to scale, the ones that are, and eventually you got point where you have a bunch of ad sets that are profitable on a daily basis and hardly any that aren't. And all you have to do then is just increase that budget. I think a big mistake people make with Facebook ads is they think spending more means they're going to make more and it doesn't work like that.

[00:32:56] You know, you're spending more only means you're going to reach more people. [00:33:00] You're going to, you want to get more data, reach more people, whether that's positively or negatively on your bottom line. You know, Facebook don't care at this point you write out to more people. So starting with a low budget, even as little as five a day, kind of thing can be enough.

[00:33:12] Once you make a sale and you make profit, you scale it kind of thing, um, that's what I did with my first store that took off. I spent five pounds on the very first day. And it didn't didn't make a sale. And I lost a fiver and I was like, I can't afford to do that.

[00:33:25] On the second day, it made a sale. So it was a profit, not by a lot, but I was in profit and I remember running around the front room, celebrating. I was like, I'm going to be rich. I'm going to be rich because I'd made a sale kind of thing. And then before I know it was that $700,000 on that store kind of thing. So it just gradually increase it.

[00:33:43] You don't need a massive budget to get started, you just gotta be careful with it if your budget is low. 

[00:33:49] Joseph: [00:33:49] And, uh, and legends speak of, uh, when you, when you got your first profit that you might've done a lap around your room 

[00:33:56] was that 

[00:33:56] you or was that somebody -


[00:33:59] Chris Wane: [00:33:59] That was 

[00:33:59] me. yeah. I [00:34:00] think a  

[00:34:00] lot of people do that. The first sale dance I think it's called now you do a little jig  in your front room or wherever you are, and you never forget that first sale because it proves that it proves you can do it.

[00:34:12] Now. It's just about optimizing and scaling at 

[00:34:14] that point. 

[00:34:15] Joseph: [00:34:15] Yeah, I, I, as, as they're teaching me how to, how to do this too, I'm certain that at some point all, uh, uh, I'll have my own, uh, variation of that jig. This is completely off topic, like a friend of mine. Uh, he's a, he's a, he's a Twitch streamer. And, uh, we hadn't talked for a year and then he gets back into, um, World of Warcraft and I figure out what server he's on and what faction he's fighting for.

[00:34:39] So I make a character on the opposite faction to try to try to kill him. And when I realized I could do this, uh, I, I did these I'm going to kill him jig. And I was ecstatic, I was so excited to do it. So I think I can, I can picture the level of excitement, but, uh, through a 

[00:34:55] completely different, 

[00:34:59] so it's, it's [00:35:00] great too that.

[00:35:00] You, you, uh, you, you brought me to the next question that I wanted to ask. Was as your drop shipping business, uh, was taking off you, you, you were in this, these major financial milestones, right? Like it's 200 pounds overnight and it's a thousand pounds a profit in a day, then 2000 pounds of profit and so on.

[00:35:16] So with your, uh, with the research you had done, and I guess also with your own instincts, um, What were you doing to A keep yourself grounded, but then also to make sure that you are capitalizing on this transition from, well, you know, less to more, 

[00:35:35] Chris Wane: [00:35:35] yeah, I think, um, well I'm not very flashy. Um, I'm, I'm not one of these, you see'em all over Instagram flashing rolex watches and flashy cars and flashy holidays and stuff. I'm just naturally not a flashy person. The reason I started doing this was to, for freedom, freedom was my ultimate goal, not material goods kind of thing. So. What [00:36:00] I have done to keep myself grounded in a sense is I still live in the same house I did when I was broke.

[00:36:05] I still drive a one liter Volkswagen polo because as I did, when I was broke kind of thing. So I haven't bought anything extravagant. What I have done is I've improved my standard of living massively. So the point where I'm free to do whatever I want, whenever I want kind of thing, I'm investing, I'm looking at the future.

[00:36:25] I'm putting that money in, you know, so I've indexed funds to grow, you know, gradually over time, I'd rather spend my money on making my money earn more money than spending it on a fancy car. I might get a fancy car one day, but I work from home. So where am I going to go? Especially in a lockdown. So I think so, and then getting myself grounded.

[00:36:42] I just, I haven't changed. No, you wouldn't, but if you looked at me, you wouldn't know I've done what I've done kind of thing. Um, so yeah, you won't see me in any Gucci, Gucci T-shirts or anything like that. I don't, it's not for me. So that's kinda how I, I stay grounded with the it's all about freedom [00:37:00] and future for me.

[00:37:01] That's my goal. 

[00:37:02] Joseph: [00:37:02] You know, 

[00:37:03] there's, um, the, the there's two terms there and the relationship between them is something that I've, I've thought about in the past, but I didn't really make a connection until now, but when somebody is the difference between somebody spending versus somebody investing, like when I hear the word spending, I think, uh, money for obviously for something, but it's not like.

[00:37:27] That, whatever it is I'm spending money on is necessarily going to create more gains in the future. Investing is the opposite investing is I'm spending this money well. Okay. Well, okay. That's not exactly how I wanted to characterize it, but I am transacting this money in the, uh, in the mindset that it is going to increase my gains over time.

[00:37:49] And that's something that I've always like tried to angle myself more towards, not just with money, but also with time too. Like if I'm going to see a movie or if I'm going to hang out with friends, [00:38:00] I like to see how I can treat that as an investment. Like, you know, seeing something that I can seeing a movie that changes my viewpoint on something or, or, or being with my friends to create a better bond so that we become better friends.

[00:38:15] So I think if people get into the mindset, more of investing over spending, I think that would, uh, help them quite a bit in understanding that this is value that can become more valuable if you know what you're doing. 

[00:38:28] Chris Wane: [00:38:28] Yes. Exactly. I mean, I'm not just talking about investing in like stocks and shares as well, though.

[00:38:32] I invest in, in myself. In terms of knowledge as well. So, you know, like I want to grow  businesses. I'm not focused solely on drop shipping kind of thing. I want to have multiple income streams from multiple industries. Cause you never know what's going to happen. So I'm in the process of building an entirely new business as well, to coincide with what I already have.

[00:38:52] You know, cause I don't, you know, something happens if some self policy comes in place and says, drop shipping is over. You go, you know, I'm kinda screwed in a way. So, [00:39:00] um, I need other avenues as well. So I I'm investing in myself in order to grow my knowledge as well. So I'd much rather spend my money on knowledge and my future than spend it on a car and a house in a fancy holiday kind of thing.

[00:39:17] Um, that's just me, you know, everyone's different on this. So. 

[00:39:21] Joseph: [00:39:21] I do want to mention that you, you did have a dream trip. There was something that you had wanted to do for a long time. Uh, and, and not that I'm an, I, I couldn't characterize this as I'm not trying to call you out. I'm trying to get as far away from that as possible, but if there was a trip you really wanted to take, and so there was a difference between some like a lavish, um, Luxurious trip just for the sake of it, uh, going to one of those underwater hotels in Dubai, but for you, you decide that that was really special to you.

[00:39:50] And, uh, that was, you wanted to go, uh, on a drive through the USA. So. I I'm wondering why. Uh, I mean, just a lot of places you can go in [00:40:00] Japan, like on my list  U S is there, um, Japan, Italy and New Zealand, lots of places I'd love to go. Um, and I think I know why the U S was a big draw for you because the United States is one of the most free places on earth.

[00:40:13] Um, and because you were motivated to gain your freedom, I think there was a, um, uh, a connection between those two points, but, uh, tell me about your, your U S trip and why it was so important 

[00:40:24] to you. 

[00:40:26] Chris Wane: [00:40:26] I've always had a fascination with the U S I don't know why probably, you know, I think it could be, you know, movies, you know, TV shows that you watch, and you're always seeing these famous places and landmarks and things like that.

[00:40:41] The idea of. Um, you know, going coast to coast on a road trip and to seeing all these places, you know, just the environments and everything, which is something that I've always dreamt of doing. it was always, it's always been a dream of mine to do, and I've never been able to afford it. It's always been, do you know.

[00:40:58] A lot of money to me [00:41:00] kind of thing. But, you know, as I was saying with the lavish holiday  you won't see me kind of going on lavish trips to Dubai and like you know, fancy like, tower skyscrapers, and I mean, you know, $10,000 bottles of champagne and things like that, it's, you know, it's not really me, but jumping in a van with seven other people and camping at multiple spots along, you know, from East to West kind of thing, New York to LA was just the best thing about it.

[00:41:25] Um, unfortunately. With the whole COVID thing. I did it with Trek America, um, but Trek America actually shut down now because of the COVID, um, after almost 40 years of running. So it's quite sad. Cause I was planning on going on another because I did basically the South coast. So I went, I went like, New York Philly. Um, Washington down to New Orleans and went across the Gulf of Mexico and then came back up through like Texas and, you know, went through Zion.

[00:41:51] [?] In Vegas, LA kind of thing to that, that whole, um, the whole route, but I kind of wanted to do the North, you know, go top, go back. The other way from LA [00:42:00] to New York, but through the North route. Um, but yeah, it was always a dream and yeah, I did it. Luckily I managed to get the chance to do it before they, before the shutdown.

[00:42:11] Joseph: [00:42:11] Also, 

[00:42:11] I just want to say from my own say, cause I would love to try out one of those underwater hotels in Dubai. I don't know about the champagne, but I have a bit of a, I am a bit of like a hotel fan and it's just something about staying in a place. It's almost like being in a dream for me is because I can walk around.

[00:42:27] Everything is taken care of. I don't have to like, you know, wash or do anything. I just, I exist for a few for a few days. It's very Zen. Uh, but that's just, that's just me. So some of the other backstory stuff, and I wanted to ask about, and there was a through line through the people that I've talked to.

[00:42:47] Is that how so far nobody that I've talked to has, has been greedy, really no one has, um, everybody has had some difficulties in their life and [00:43:00] really through perseverance and through the initiative to take this opportunity where we were, were you guys able to you know, find yourself in a better place, particularly, and this is because I have like a, my own experience with a call center.

[00:43:15] You had done a call center job for awhile. Uh, and, and I want to ask you about what was going through your mind and like what effect it had on you. And before I do, I just want to tell you a real quick, what my call center experience was like. It was, it was on the verge of being great, but there was just one or two things tha

[00:43:36] made it go from being an amazing job that I really would have enjoyed to an absolute nightmare. And it was a call center job. I was doing outgoing calls and I had to conduct surveys for people. So I would ask them 15 questions about their experience with a phone company. And I would really would have enjoyed this because, you know, I do like talking to people, I've got the talkers voice.

[00:43:59] Uh, [00:44:00] but the problem was I had to stick to the script like word for word, I couldn't deviate. I couldn't converse. Uh, and then there was monitoring. They would actually have transcripts of our calls for feedback. Okay. And, uh, my, my goodness, if I had any opinion on it myself, and it just made me think, man, you know, if I could just have that job where I'm just like conversing with people, I asked the questions and you know, we're just, you know, two people chatting.

[00:44:31] I feel like that would have been. I haven't met even yielded better results, but you know, the, they, they have their reasons for doing it their way. And you know, they're probably still in business now, so I respect that. But, uh, so let me throw, let me throw it back to you. What, uh, what was going through your mind when you were in your office job or your call center job?

[00:44:48] Chris Wane: [00:44:48] The whole reason I got that job originally in the call center was because my mom told me to get out of bed and get a job when I was 19 and kind of just kicked me out of bed and said, go get a job. And that was the whole reason. So it was never, I think a lot of people get [00:45:00] into call centers just to get a job.

[00:45:01] I don't think anybody anybody's dream is when their kid has to work in a call center it's a stepping stone to something else. Luckily, when I was in the, you know, I worked and I built my way up into a, kind of a senior management role within, within the company. So I wasn't. On the phone when I finally kind of left the business.

[00:45:17] But throughout that time I was there, um, I always felt like I weighed more. The thought of being stuck in the office, or a office for the next forty years until  I retired just did not sit right with me whatsoever. And I knew the only way for me to break free of that was to do something about it. Um, and I was broke.

[00:45:37] I was dirt broke. I was living in a house and a mortgage on my own cause had gone through a breakup kind of thing. So the whole sob story was there and, uh, I, I needed to do something. So I stayed to do something about it. I never expected it to get to where it is. Like I said, my original goal was to earn 200 pound a month.

[00:45:54] Just to kind of, you know, help me pay my bills, but I always hope that something would happen. I always hoped that I would [00:46:00] be able to, to kind of get out of that corporate world well, and actually just be a bit more dynamic in my job in a sense, I could be more free. And I, because I'd made it, my goal really now is that freedom.

[00:46:11] Now that I've had that taste of it, I would never want to go back to a job. And this is why I'm working as hard as I do not only to try and grow the dropshipping side  of the business, but also you know have these other avenues coming in my new business, I'm working at and also real estate and investing, which is pretty typical for people kind of thing.

[00:46:27] We were looking to expand the income streams. So that's what I'm doing as well. So, um, Yeah, I really , there's something deep down that told me that this isn't right. And I do not want to be in a job until I retire kind of thing. So that was, that's what I was feeling at that time. 

[00:46:42] Joseph: [00:46:42] Yeah. That sounds, that sounds up on par with a lot of what, of what I went through and it wasn't just a, that job either was it was other ones too.

[00:46:50] Uh, but you know, I'm doing for, uh, for what it's worth, uh, to my fine people at Debutify. I, I, it took me a while to get to a job like this, [00:47:00] but it's, it's just,  it does feel like a dream because it's a balance between freedom and responsibility. You know, I have aside from having to be on time for, for interviews, everything else that I do, I get to go at my own pace and, you know, for, for people, it, it takes, it takes time, but.

[00:47:19] There are, there really is no motivation, quite like getting your freedom and being able to decide what you want to do on your own day. And I'm also finding too that rather than have this job forced me to be disciplined. Like I'm working at a job where I have to be somewhere at this time, every day in a row, five days in like five days a week, I'm in charge of my own discipline.

[00:47:42] So even when I'm making rules for myself and I'm scheduling myself out, I still feel like I have the choice of how I'm want to do this. Like I'm getting up at 8:00 AM on my own volition as opposed to having a job, making me do it. Yeah, 

[00:47:56] Chris Wane: [00:47:56] yeah, yeah, definitely. It's a, that was the [00:48:00] biggest worry I felt I would have, you know, once I did decide to quit the job was would I be disciplined enough in order to work without.

[00:48:08] A boss telling you, you know, we have a fear of getting sacked in the sense if you didn't show up for work one day, or what if I just wanted the day off kind of thing. But what I found is I actually end up working more now because I have that flexibility of time, you know, I could be on it two o'clock in the morning, or I could be on at nine o'clock in the morning.

[00:48:23] I could be on at two in the afternoon kind of thing. It really depends on when I want to jump online. There's nobody telling me what to do. I can just go and do it whenever I feel most productive in a sense, um, being more scheduled with it. I've definitely come to rely on my calendar a lot more [?] very important times.

[00:48:39] And so, uh, uh, but yeah, and that discipline is right you try what you're saying discipline. It's amazing what it does when no one's telling you what to do when you know, you still have to do it in a sense. And I think with having your own business as well, it's your responsibility, you know, it's kinda, you don't want it to fail.

[00:48:55] So you are, I feel like I'm more passionate about this than I was working with somebody else. [00:49:00] Cause it's mine, this is mine. I built this. So it has to work. And you know, I don't, I don't want people to see me as a failure, so I'm not going to stop kind of thing. That's kind of how it is. 

[00:49:12] Joseph: [00:49:12] Yeah, I feel you on that.

[00:49:14] I was able to tell my, tell my parents, um, what, uh, You know what my job that I'm having now. And, and I think they, they, they trust me now and they trust my judgment, but it can be hard for other people too, because they are looking out for our best interest. But at the end of the day, uh, that resistance is what we need for the motivation.

[00:49:36] Cause if everything is just easy and simple, then it doesn't, it's not, it's just not as motivating. 

[00:49:42] Chris Wane: [00:49:42] Definitely. I think there's a lot of, I think I'll, they, everybody kind of says this when they start doing something themselves, a lot of people tell you you're not going to be able to do it, or it's not going to work.

[00:49:50] Go get a normal job. Kind of thing. I think those nos, those naysayers, I think people call them is what really pushed me to prove them wrong. [00:50:00] A lot of people called me a Del Boy. I'm don't know if, you know, if you throw the reference in terms of Only Fools and Horses, it was like a really popular comedy show in the UK.

[00:50:08] Like I like a classic kind of comedy show is a guy called Del Boy who, um, always said he was going to be a millionaire kind of thing. And he was always this [?] trying to sell things on the sly and stuff. You know, bit of a bit of a Del Boy. Del Boy's a term in the UK now it refers to that kind of thing where you're trying to make money as a side hustler.

[00:50:26] I suppose, and he eventually did it kind of thing. So a lot of people, when I was trying to build this, calling me Del Boy like jokingly saying, it's not going to work, you're just a Del Boy kind of thing. So it's quite nice to know that it's actually worked out , you know, those people who said it wasn't going to work, forced me to make it work, to prove them wrong.

[00:50:44] I wasn't going to let them be right. Yeah, a lot of people have that same kind of mentality. 

[00:50:49] Joseph: [00:50:49] They, they, they have their role to play. And in a way it's like is there is their job to, to provide that impetus to get ahead. So people are going to, [00:51:00] they could be in a similar situation to you. Uh, things could be a rather, um, rather rough and.

[00:51:06] Um, one thing that stuck out to me is that, uh, your, your, your store big red was attempt number six. So you had five or six before then? Um, I would like to zero in on that just a little bit, because I want to know some, some of like your, your, your mindset, as well as whatever lessons you were able to learn on attempt number two, that you're able to carry over into attempt number three.

[00:51:29] And I think this would be really helpful for people who are trying to get it to work. Uh, and it's not quite clicking. Um, only for it to then click. So tell us what a little bit more about that story. 

[00:51:40] Chris Wane: [00:51:40] So, Big Red was probably 

[00:51:41] launched probably just over three years or just over three years ago. Now that was the sixth attempt.

[00:51:46] The first five attempts were done over the previous three years. So I've been trying to do drop shipping for six years, kind of just over six years. So the first five failed store attempts were over like a three year period on and off. [00:52:00] So, you know, the first time I launched it was, I didn't have a clue what I was doing.

[00:52:03] I just, I thought it was a, get rich, quick scheme [?] But still I'm going to make a million dollars. I was one of those people. That's when I thought, you know,  that was the impression I got, quickly realized it wasn't going to work that way. So I tried a few more try different niches. I tried a standard typical pet store.

[00:52:16] I tried a snowboarding store, even though I knew nothing about snowboarding kind of thing. And they all just failed because I didn't know what I was doing in terms of branding I didn't know what I was doing in terms of marketing and Facebook ads or any of that. I didn't have a clue what I was doing. Um, and after the fifth star, um, I almost gave up, I was on the edge of giving up.

[00:52:35] Um, and I decided just to basically sit down and do as much research as I possibly could to figure it out from all the free resources that were about, because I couldn't, I couldn't, I couldn't pay for somebody. I couldn't afford a course. Or if there was any courses I didn't even have time to even look, didn't even bother looking because I didn't have the money to do it in the first place kind of thing.

[00:52:52] Um, so I did as much as I could and. I said to myself, okay, this is going to be a last attempt. This will be the last attempt. If this doesn't work on the sixth [00:53:00] store, then this isn't for me. I'll have to find something else. And when I launched that six store, I had 250 pounds as my budget. And I think I've spent, I think I spent about 150 pounds of it before I found the product that eventually kicked everything off and I had a hundred pounds and I thought, right, I'm going to go all in on this a hundred pounds on this product

[00:53:19] I'm going to make a bunch of ad sets and to spend the entire a hundred pounds in one day. And see what happens. And if this doesn't do it, that's my budget. I'm fed up. I can't do this anymore. Isn't it, it's not for me kind of thing. Um, and I launched a product and it was profitable from, from, from that day kind of thing.

[00:53:34] So, um, that was, yeah, it's, uh, that's the one that really took off. I had made sales on the other stores, bear in mind, um, but none of it was profitable kind of thing. So, um, this one was, was profitable. Um, But yeah, that's what really kind of took it off. So it was there always something in the back of my minds and you can do it, you can do this, you know, you can do this.

[00:53:59] Um, [00:54:00] it's funny cause I've actually been, um, reading that, um, Think Rich Grow Rich book is quite popular. Um book and, it's interesting that what they see now of how usually the people that find success are the people that are just about to stop. And it's the people that, you know, don't stop, they end up you know, finding that success.

[00:54:18] It's very much like the universities little trick to say, if you can break this barrier, you will find success, but people normally stop at that point where I was about to stop. It was quite interesting reading that and thinking, Oh yeah, that's kind of what happened to me as well. So I think don't give up.

[00:54:34] You can only fail if you give up. I think that's my number one. 

[00:54:37] Tip. 

[00:54:38] Joseph: [00:54:38] Yeah, it does make me wonder like in an alternate universe. If. Um, if say like Big Red didn't take off. Mmm. I wonder if you, like, would you actually have just gone back to your office job? Would you have tried to go into a different field altogether?

[00:54:56] Or was it really maybe just like a psychological technique [00:55:00] to say, okay. Okay. Number six. I know I said that was the last time whenever seven. This is going to be the last time. 

[00:55:07] Chris Wane: [00:55:07] Ah, 

[00:55:07] that's a difficult question to answer. I don't know. I think dropshipping and e-commerce, isn't the only moneymaking thing I've tried, you know. Dropshipping is  Tthe last time when you make a thing I tried

[00:55:15] cause it works. Um, but I've tried all sorts of stuff. Now I've tried, you know, selling things on eBay. I've tried, um, you know, gambling, like roulette and things like that. I've tried, uh, I even tried renting my driveway. Right. In front of my house, I live on a typical suburban street. You can park on the road kind of thing.

[00:55:32] So there's no point anybody parking on the driveway, but like the shows you kind of all the things I was trying to do to make money at the time. And, you know, e-commerce was just another one of these long lists of get rich, quick ideas, everyone that's where everyone Del Boy cause I was trying all these different moneymaking ideas to try and do something to help me break out of this corporate world.

[00:55:49] When I came across dropshipping  because of that YouTube video, one fateful night kind of thing, and that just snowballed into what it ended up being. So. Um, yeah, it's, [00:56:00] it's, uh, it's been an interesting ride, really. 

[00:56:04] Joseph: [00:56:04] Hmm. It makes me wonder, like, if they were to try to remake that TV show now, whereas before he would be going off in all these adventures, I haven't seen it.

[00:56:11] I just assume that he, you know, he's in different parts of the country. Maybe he's in like a goldmine for an episode, which is a complete guess versus now. People are doing these attempts. It's just them on their computer for hurs and hours, you know, trying different things. Shows are made in, made to reflect the time that they're, that they're made in.

[00:56:33] For sure. And so I've got a couple more questions for you and then I'll let you go. 

[00:56:38] Chris Wane: [00:56:38] Okay. 

[00:56:38] Joseph: [00:56:38] From a, from what I read is that you are open to criticism. Uh, you, you face it head on, which is a great and admirable quality. Uh, but I would like to know if there was any criticism that stuck out to and how you responded to it.

[00:56:55] Chris Wane: [00:56:55] Um, yeah. Well, I think the biggest criticism that I generally get these days which is [00:57:00] apparently it's quite common once you start becoming more successful, especially with him being on YouTube and things like that. You know, people see me a lot. You get a lot of hate throwing your way. Um, a lot of it's mindset, a little bit, a lot of it's jealousy kind of thing.

[00:57:12] But the one thing that does bother me I suppose, is when people call me a scammer for what I do they completely just paint me that picture of being a scammer. Um, Without doing any research and stuff like that. Now I'm just trying to teach people, you know, how to build a business at the end of the day.

[00:57:28] Do you know it's a, but I think there are scammers out there, but to be, be painted by that same brush, without anyone doing any research is annoying to say the least kind of thing. Um, but I, I think now at the time it bothered me originally, it did bother me. I think he would have bothered a lot of people.

[00:57:45] Um, but all the time, it's just, I realized now it's completely just mindset from people. Um, small minded. So mindsets in a sense, I think that people who call people scammers and, you know, give negative reviews and [00:58:00] things like that, are the people who generally don't become successful anyway. Cause I think you have to be positive.

[00:58:05] You have to, you know, push through challenges and nothing. You know, if you have that victim mindset, you're never gonna make it a success. Like I never felt like I was a failure, even though I was failing. You know, it was all very much. I felt like I could win. I just have to figure out how to win. That was kind of the mindset.

[00:58:21] So, you know, people can, you know, call me a scammer or fraud or whatever. I think one, how can you say that when there's, all this stuff about me everywhere kind of thing, obviously backs up what I'm saying, but also it's a business at the end of the day, you know, you have to have the right mindset to make it work and not everybody will make it work because not everybody has the right mindset.

[00:58:38] So. Yeah, and that's kind of stuff bothered me, but now it's just one of those things and you just deal with it kind of thing I always think about, you know, how big celebrities deal with how much hate that they get cause it's totally, you know, it's totally different ball game, isn't it? 

[00:58:53] Joseph: [00:58:53] And, and again, they're, they're just playing their role as well.

[00:58:56] Yeah. They're, they're continuing that, that necessary [00:59:00] element of push. Well, I don't know about commitment, not necessary in the granular sense, but. There's always that element of pushback. It's just part of how the universe works. 

[00:59:10] Chris Wane: [00:59:10] Yeah, definitely. Definitely. I think a lot of people deal with it. You can see a lot, especially on social media, you know, keyboard, it's easier to say it behind the keyboard with anonymity instead of saying it in front of someone's face isn't, kind of thing.

[00:59:23] So, um, but yeah, one of those things, you gotta deal with it. If you want to be successful, if you want to grow, if you want to kind of be in the public eye, in a sense, you know, through YouTube, then you've got to deal with anything that comes your way positive or negative about you. 

[00:59:35] Joseph: [00:59:35] Well, I, I appreciate that answer.

[00:59:37] That was a, that was very sincere. Yeah. Um, last thing to, and then we can, uh, we can get to, we can get you going, um, is for people who are ready to engage, um, if you were to set up a new dropshipping based store, uh, can you take us through, uh, some of what you do to initialize it? I know you, I guess you did mention that was a prepared question.

[00:59:55] You did mention some of your, um, You're you're studying your [01:00:00] criteria so we can, we can review that very quickly. But if there's anything else you want to recommend to people getting started, this would be the time to do 

[01:00:06] it. 

[01:00:07] Chris Wane: [01:00:07] I think for a lot of people who are just getting started in drop shipping is to pick your product and not your niche.

[01:00:13] A lot of people commented that, Oh, I'm going to make a pet store. It's all well, and good, but what happens if nobody wants any of your pet products. Yeah, this is where the day of validation comes in. You know, what, if you find a bunch of pet products and none of them hit the criteria, none of them I know have such terms for them.

[01:00:28] You know, you can have a lot of competition in a pet niche but what happens if you found something, I don't know, in car mechanical niche, I'm just making something up now kind of thing. It was some fancy screwdriver that ticks all the boxes, gonna make you a million dollars. Would you do the car mechanical thing or

[01:00:43] would you go down the pet niche because you want to do a pet niche. To me, I'm in it to make profit. So choosing the products over the niche is more than most people steps that I think people should do before you even decide to open a store, figure out what your product is. Find that product using the validation techniques [01:01:00] find that using the, you know, so many free tools available and Google trends is is totally free, but it's a massive piece of my research kind of thing.

[01:01:08] So, you know, use that figure out products that people want and then start to consider how you want to build your brand around it. How can you make yourself look like the market reader in that product? You know, think, think about branding in terms of having one [?], one product stores now. So that would be the only product become that one product.

[01:01:26] You know, a great brand that I look at is a company called Blend Jet. They used to be dropshippers and now they have their own e-commerce brand from that one product kind of thing. So, um, yeah. You know, think about the brand, how you can really build a business around that product and then that's when you start to build your score.

[01:01:43] Think just, your store, sorry. I think about what the customer wants, how do they connect with that customer with that product, you know, what do they want it for? What's the benefit to them, not what you think they want. What do they want kind of thing. When you start thinking about that it all comes together to create an entire website, that brand, that, that messaging, [01:02:00] and then you align that with your ads and hopefully it all works 

[01:02:06] Joseph: [01:02:06] well.

[01:02:06] I, I, I, it certainly has, and I'm certain, it certainly can, again, um, And then for, if anybody wants to, uh, engage with you, uh, how do you recommend people come reach out to you? 

[01:02:19] Chris Wane: [01:02:19] Um, they can find me on Facebook, Instagram, YouTube, just search Chris Wane, W A N E and then I should just pop up on there for you. And yeah, you can send me a message through any of those channels.

[01:02:30] And I get back to everybody, myself. I have no VA's answering those messages. It's just me. So any questions or anything? Just reach out and you'll speak directly with me. 

[01:02:38] Joseph: [01:02:38] Excellent. Well, 

[01:02:39] thank you so much for your time. This has been a, this has been a great interview. 

[01:02:43] Chris Wane: [01:02:43] It's been great speaking to you. 

[01:02:45] Joseph: [01:02:45] You might've found  this show on any number  of platforms, Apple Podcasts,  Spotify, Google Play Stitcher, or right here on Debutify.  Whatever the case,

[01:02:55] if you enjoyed this content and want to help us thrive, please take a few [01:03:00] moments to leave a review on Apple Podcasts or wherever you think is best. We also want to hear from you. So whether you think you'd be a good guest, or want to weigh in on anything related to our show, you can email podcast@debutify.com or connect with us on Facebook, Twitter, Instagram, and Tiktok.

[01:03:18] Finally, this podcast is created by the passionate team at Debutify. If you're ready to take the plunge into eCommerce or are looking to up your game, head over to  debutify.com and see how it can change your life and the lives of many through what you do next.


Written by

Joseph Ianni

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