7-Figure Brand Owner and Ecommerce Specialist, Jandy Cerezo has been growing online brands for 4 years now and also started teaching and sharing his experiences on YouTube. His success is a testament to the fact that with the right mindset anything is possible.
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Jandy Cerezo: [00:00:00] For me with e-commerce. I started enjoying it when I, when I think of it as a game, meaning, Hey, there's numbers in here. How can I manipulate those numbers? And make, uh, base my decisions on what the data is telling me. Okay. And then how can I advocate that success so I can make more money.
Joseph: [00:00:24] You're listening to Ecomonics, a Debutify podcast. Your resource for one of a kind insights into the world of e-commerce and business in the modern age. This is Joseph. I'll be presenting a wealth of industry knowledge from interviews, with successful business people and our own state-of-the-art research. Your time is valuable so let's go.
Jandy Cerezo joins us today to illustrate some of the long standing principles of business. And e-commerce being prepared for your next move training for the long run, being in the right state of mind and value in growth. When I was preparing for my interview with him, I noted how much he values mindset, and I wanted to make sure we learned more about that.
So sit back, relax, and get ready to change by the end of the next hour.
Jandy Cerezo, it's good to have you here. Thank you for being on Ecomonics a Debutify podcast. How are you today?
Jandy Cerezo: [00:01:26] Hi, I'm good. Thank you, Joseph. How are you?
Joseph: [00:01:29] I'm doing pretty good. Lots to get to today. And one of the things that I'm excited to talk to you about is mindset. Uh, it's one of my favorite subjects and I know you're a big, uh, a big proponent of that, but we have a very important question.
It's arguably the most important question of all it's the seed by which all other, uh, questions are formed once it's watered and given Apple oxygen and light. Tell us who are you and what do you do?
Jandy Cerezo: [00:01:51] Awesome. So my name is Jandy and I am an e-commerce owner. I've been running, uh, e-commerce stores for about three years now or so seven active stores at the moment using Shopify and.
Pretty much, you know, started doing, uh, dropshipping, uh, three years ago. Uh, but before that, you know, I've tried different stuff like, uh, eBay, Amazon, and I would say on a nine to five before that doing it, but then I decided, Hey, this is not for me. I wanted to find that financial freedom and pretty much go from there.
And my first success is, is through drop shipping. I made my first sale at, uh, actually on one March, 2017. I can still remember that. Yeah. And I'm still running that Shopify store actually, uh, transitioning from, uh, you know, AliExpress drop shipping to a branded store, but much to say, you know, it's a lot of involvement then also a lot of things says, you know, Change in the past three years, especially in a drop shipping industry, but anyway, that's me, e-commerce owner, I've done multiple six figures and seven figures stores, and looking to break into the eight figures, uh, in the next few months.
Joseph: [00:03:23] I wish you luck on that front. I don't know who if, I mean, I, I try not to like spend too much time talking about like the figures of a person. I don't know if we've gotten any eight figures yet, but we'll, uh, and you know, you never know. So let me, uh, let me just make sure that we've got all your pursuits coverage, just that our listeners have a full scope of, of you.
Obviously you brought up a lot of it already have, uh, you have a dual blog, there's a mindset blog and an e-commerce blog. I know you have one-on-one calls. You got your YouTube, which is where I've been able to, uh, find a lot of the questions that I would ask you today. And then you've said that you're primarily, you're an online seller.
And also I want to, I want to characterize you as a brand developer. Is that a fair assessment?
Jandy Cerezo: [00:04:06] I would say so. Yep.
Joseph: [00:04:08] Okay, great. So. Over the course of the say, you know, give it, uh, over the course of a week. Uh, how are you divvying up your focus? What is like your main pursuits right now? What are you doing? A secondary tertiary and so on. Any hobbies you can throw that in there.
Jandy Cerezo: [00:04:23] Yeah, that's a, that's a good question. In terms of hobbies, I do like to go to the gym. Um, it's, it's one of my habits that puts me into the right state of mind. I do have a morning routine and also a night routine. My morning routine consists of waking up and try not to touch my phone in the first five minutes and as well as prepping myself, uh, to go to the gym now for me, gym is, is one of the most important aspects of my life because it's not just to help me physically, but also emotionally because with entrepreneurship.
Especially for those that are listening right now, I'm pretty sure most of your listeners are in that stage or going to that stage. You're going to need a break from time to time. And gym, for me is, is, uh, one of the important thing that, that takes me away from, from the business side. But one thing that I implemented recently actually is listening to podcasts a while at the gym.
So. While at the gym, I'm still learning. Uh, I'm still, um, actively pushing myself physically and mentally as well. That's my main hobby. Uh, second hobby would be sports such as basketball. Um, I enjoy basketball, but other than that, 60% of my day consists of running econ stores and the past week. Um, or past couple of weeks, I've, you know, there's challenges that, uh, I have to go through, which is, um, now building a team, I went from two person team, you know, a couple of years ago now up to 15 people managing that.
It's a, it's a different, whole new, different level of mindset and also, uh, leadership and also. Just managing your time wisely so you can focus on the ones that's really important to grow your business. So, yeah, that's the past week. That's pretty much, I'm eating up a lot of my time, but luckily, you know, I, I get to spend my free time with my wife and also just doing the things that I love, like gym basketball and stuff like that.
Joseph: [00:06:50] I myself, I'm not much of a, of a gym goer I'm I cover my basics when it comes to exercise, but it was never something that I particularly, um, uh, would go do. I think it was, for me, it was the fact that it's a social public setting and I find my own workout to be something that I want to do privately. So that's, that's kind of been me, but where I think we can agree is that the relationship between the mind and the body is. Quite interconnected. I mean, most of us realize that intuitively, but I think a lot of people don't quite get a grip on how important physical wellness is to actually improve mental wellness. I think a lot of people would just might disconnect their body from their mind and that, well, my mind is this conscious thing.
It's, it makes decisions. And, and, and I prefer to be in a good mood. And then my body is just the car that drives it around. And that's not really the case. What's the cases that the mind of the body are constantly talking to each other. So from your, from your side of it, what part of that, uh, checks out to you?
Jandy Cerezo: [00:07:50] Yeah, so a hundred percent. It's all about balance. You know, if let's say the output energy from like mentally, right? Your, most of your energy mentally will be going towards the business side, but you need to balance that energy as well. You need to pull it back. Okay. So that you're not producing too much energy and you don't go to that point where you're going to stress out, uh, into your business.
And one way to pull it back is getting that energy back and putting that towards something else, such as your physical body, hence weight, you know, For me going to the gym back then, it was a much more on the social aspect, you know, Hey, I want to look good when I have a nice body and what those ads and, you know, big muscles and stuff like that.
But then, you know, a year ago when I started going to the gym with purpose and also started listening to podcasts and stuff like that. It became like a, it was a sanctuary for me. No one can touch me once I'm at the gym, I would put my headphones on. I would listen to podcasts, whether it's about mindset or whether it's about team leadership or, um, our e-commerce wherever I need to level up in that case, I will learn in their gym.
I found that when I'm at home, I can't really learn, which is really, really weird. But when I'm at the gym and learning at the same time, while I'm transferring the energy through the weights, now, if I'm, uh, I'm, uh, if I'm applying it, you know, stressed out in the business, which, you know, you will experience, uh, your stress level, you know, it will go really high, especially if you're running multiple stores and multiple businesses.
Or if you just have so much stuff in your heads and that way, you know, when I'm lifting weights, sometimes I can transfer those high stress level energy into the weights, which helps me to, to push more. And while transferring that energy, I actually feel a lot better. Okay. It's it, it, it, it makes me calmer and it makes me not think about all the stressful stuff.
Because I'm transferring that, uh, energy into lifting weights instead.
Joseph: [00:10:26] So there's two points that I want to raise, uh, just from hearing this, and this is important stuff, and I realize this is an e-commerce podcast. We'll, we'll, we'll get back to it, but this is really important stuff, too. And, and I'm an, a massacre for mindset stuff.
So the first point that I want to raise based on what you were saying is how you use the gym as an area to learn. And what sticks out to me about that? Just through my own personal habits at home is that I tend to have media running quite often while I'm making food while I'm doing chores, even if I just need like a mental break or something and I'll put on a YouTube video.
And what I can see as a possible issue is that home is a realm of comfort. And so comfort might not be the best setting to learn. Uh, learning, uh, often comes through hardship and through, uh, adversity and training and just basic resistance training. So, so there's something to being in a state of discomfort in both the mental and the physical sense.
So that's the first thing that sticks out to me. The second thing on a macro level is how you're pointing out that energy can be overexpanded in one area and you can. Do yourself a lot of favors by taking that energy back and then expanding it in a different area. And the reason why I say on a macro sense is because it sounds to me like that's, that's what you do with your life is that you were putting a lot of energy into your, your physical expenditures.
And then you got to the point where you realized, you know, you wanted your freedom, you wanted to take control of your life. And all of that has to come from decision making, which is a mental thing.
Jandy Cerezo: [00:12:02] Honestly like this mindset stuff. It's one of the biggest foundation, uh, for, for my success personally. And I would say so for, for other people as well, I would say 98% of successful entrepreneurs out there have some sort of, um, strong foundation and mindset in terms of.
Balancing your, your mental state and also your physical state. Yep. They have some sort of correlation there. What I found when, when I first started, uh, doing e-commerce, I didn't have that foundation of putting much of a strong mindset into. Running a proper business. And what I did back then three years ago was I took a step back and I, I read a lot of, uh, self development books.
Um, and also I focused on strengthening my mindset and. Focusing on that stage before I go full on, uh, running my e-commerce business, it took almost a year. Okay. I was still at my full time job while running the side hustle of e-commerce businesses. Before I actually quit my job. And if, if I didn't train my mindset, I wouldn't have gone through that.
Now the most important thing there would be consistency, uh, whatever you do in life, whether it's, uh, e-commerce, whether it's, uh, for example, like the gym, right? If you're not consistent with, with your, uh, eating habits and also with your listing habits, then the result will won't show. That's the same with e-commerce business when you're failing at the start, which is the best thing to do is to fail as much as you can, like what you said about adversities and stuff like that.
You have to experience those and then learn from those instead of thinking, Hey, that's a, uh, that's something that I don't want to do anymore because I failed at it. Use it as a learning curve. Apply that into your next strategy or next implementation and, and, you know, you will stay consistent doing it that way instead of just sitting in your ass and giving up, it's not gonna get you anywhere.
And most likely, hence why, you know, not all people are successful because it's not easy. It's not an easy task. But being consistent is one of the, the main thing that you had to go through first. Okay. And the second, most important thing that I would say is enjoying, uh, finding the, the fun part on what you want to do for me with e-commerce.
I started enjoying it when I, when I think of it as a game, meaning, Hey, with there's numbers in here, how can I manipulate those numbers? And make, uh, base my decisions on what the data is telling me. Okay. And then how can I duplicate that success so I can make more money? Now this, this becomes like a game.
And once you trick your mind that, uh, this is not a chore now, you know, like gym can be a chore as well. Uh, but you can apply that with, um, your business as well. Once you stop thinking of something as a chore, uh, something that you have to do, but you actually want to do, that's going to push even further for, uh, for consistency and get your success a lot faster.
Joseph: [00:15:47] So I think this would be as good a time as any, to bring in some of your success stories, just so that the audience can see how you were able to put this into practice. So whenever you do videos that sticks out is you have a, uh, a million dollar online business, as you said at the beginning of the seven figures.
Now I just wanna make sure that I got my facts right here. Is that the core of it is that for its long-term sustainability, it's transitioned from a drop shipping store to a brand and niche store.
Jandy Cerezo: [00:16:14] Yes. So at the moment I have. Three branded stores that started from drop shipping stores. And I have three other niche drop shipping stores and one general store for, for testing purposes.
What the, the main thing here is that many people actually get, get the branding wrong because they think, Hey, if you slap a logo in the product, Hey, that's a branded product already. There's more to it than that. So pretty much what branding is from my understanding of, from my own experience is that it's community building and also putting your customer first, it's increasing the value of your customers instead of increasing the value of your product.
Yes, you can increase the volume of product to an extent, but will it make better relationship with your customers? What you want is to, to create a strong community that your customers will follow and you have a, uh, Your own core value of your business, your business values. And does that align with the customers is not simply putting your logo in that yep.
That will, um, uh, improve the volume of the product, but that won't improve the value with the customers. Hence why? Um, the drop shipping itself is only a fulfillment system. It's not a, a full business model. It's just simply a fulfillment system. Drop shipping has been running for more than, uh, I dunno, 30 years now.
Right. But it's only been recently where, um, people are putting out content and saying, Hey, um, drop shipping. It's easy to get into, uh, which it is, but building the brand, you can still build the brand with drop shipping. That's what I'm trying to say.
Joseph: [00:18:21] Yeah. Also important to point out too, is that, uh, shipping in this sense in the conventional e-commerce sense has been running for as long as you said, but the concept of somebody wholesaling products that are else that goes way back.
And actually I have a solo episode about this, about the origins of drop shipping. Now, you know, it wasn't like in the 17 hundreds, as somebody was making YouTube videos that weren't like. Drawing up pieces of parchment, where that looked very similar to thumbnails up today. But this is a fundamental business practice.
As long as we've had business, we've had something along the way.
Jandy Cerezo: [00:18:54] So yeah, like what you said it's been going on for, for a long time. If you focus more on, on your customers, that's how you're going to make more sales and make that long-term long-term business. Now, my branded stores are actually a 30% drop shipped.
And 70% will order from, uh, from China and then ship it to, uh, USA since it's more cost effective that way. So, you know, India, I'm still drop shipping, um, in my branded stores, but I was able to create a long-term business through that while still drop shipping. I've been doing running the same store for three years now and done over 2 million.
And, you know, there's always a way for you to. To differentiate yourself, which is the key success to drop shipping at the moment. If you don't differentiate yourself, then you're just going to be competing with others. But once you start implementing your own unique selling point, your own, uh, unique strategies, that's how you're going to differentiate yourself from other dropshippers.
Hence you have that competitive advantage. What you want is that competitive advantage to, to beat your competitors pretty much.
Joseph: [00:20:15] So with your separate stores, is there a, a, a cohesive, uh, link between them or do they stand on their own, uh, platforms? Like if I were to go to one store, would I find a way into the other stores and eventually make my way up to the host brand, which would be a Jandy Cerezo.
Jandy Cerezo: [00:20:35] Good question. They're separate entities. Uh, they're all separate. They all have their own niche. But, uh, they all run in the Shopify platform. Um, but pretty much once you, you see my, uh, my stores, all of them would have the same characteristics on, on other stores, such as, uh, running the same upsells, pretty much, um, similar, uh, structure of product descriptions, um, and also all the backend stuff there.
They're all going to have that core. Apps and core, uh, backend strategy that, that is applied from one store to other stores as well. But that's definitely a good point as well, because you can definitely create something that is more congruent. So in one, uh, let's say one business. Which is a good point because I have a clothing store and I have a watch store that I want to combine, um, which I should probably do in the future.
So thanks for that, Joseph.
Joseph: [00:21:45] Hey, Hey, uh, you're welcome for what it's worth. That question, uh, was, uh, was improvised, but, uh, we, we take those. So let's talk about, uh, passive income, because I know this is something that you've brought up and it seems like kind of a, you know, core where you hear a passive income and you think, Oh, I get my, I don't have to do a thing.
Like, well, I'm not quite, uh, you had to do a bunch of things, but the returns are over time. So for audience who like myself, or might be skeptical about anything, truly being passive income, um, where is the reality? Where's the myth. And what did you do to pull it off?
Jandy Cerezo: [00:22:23] So passive income itself is, uh, it's an overused term.
I believe that, but it's, it's that the meaning of it is it's kind of, I don't know. It's, it's been diluted.
Joseph: [00:22:41] Sure. So one thing, maybe the majors help for a second because maybe I can help draw a parallel. So I think when people think active income, they think that there's a one-to-one relationship between their labor and the money that they get.
So you call your log. I,you know, in, in transparency, I'm doing this as a job, so I'm getting, I'm getting hours for it. If I stop working, then the hour stop, then the pay stops. So that's what I would see is active income. Passive income could be putting money in a bank and getting interest. So it is a saturated term to be fair.
Jandy Cerezo: [00:23:11] Yeah, it is. But the thing is with most passive income and in order to live off passive income, you had to put in the work and you're going to need to put in countless of hours of work before you start seeing that return with the society right now, especially the instant gratification. A lot of people don't go through the work.
Because they expect the return on the same day, same hour, uh, after they put in the work. But it doesn't really work that way. Like for example, building your portfolio through real estate, right. Which I've started doing myself, you still have to do your own research. You still have to learn all of the real estate stuff and that's going to take you.
Many many hours to do so before you actually, uh, put money into it. So same with, uh, business. Um, a couple of my stores already are, uh, passively, just, you know, generating me income, but I was able to do that by, by working hard at it and also systemizing and putting process in place. Which made it passive, but putting those system and also process pretty much took me a whole year to, to, to put a system in place.
But, um, after the year, okay. You, you start seeing that passive income go to work. It's not this instant gratification. Hey, I'm gonna, I'm gonna, uh, hire a VA and, and pretty much teacher this. Okay. But you're, you're, you're still. You don't have a system in place because a VA can only do so much, but once you start building that, uh, process inside your business and having a proper structure from, let's say, customer service up to doing your Facebook ads, okay.
There are many steps between customer service and up to the Facebook ads and, you know, leading up to sales. That includes, you know, conversion rate optimization. That includes backend marketing, that includes importing products and stuff like that. Once you have structure, which took me a year, uh, personally, then yeah.
That's where you start realizing that the actual return on investment and actually get that passive income to work for you.
Joseph: [00:25:45] One thing I want to get back to that you had brought up earlier on was that right now you're trying to build a team. And you mentioned just now bringing on a VA, but there's only so much that a VA can do.
So one of the main threads that I guess I want to work on is for people who they're in the position where maybe the ball has been rolling for them and their first job shipping, they're having their first successful dropshipping experiment. And so now. All of a sudden the pathways have opened and now they realize, Oh, now what do I do?
So can you tell us about like, what were your initial hires to, to get you started and then like what team members you have to build in your current state?
Jandy Cerezo: [00:26:26] Yeah. And that's a good question, Joseph, since this is kind of where my, most of my energy is going through now is team building and leadership and managing in terms of let's say, Hey, I, uh, Filing success with this product.
This is my first winning product. Where do I go from there? Well, first off, what I would highly suggest, which I regret not doing is documenting everything that you do in your business while you're doing it. So let's say, Hey, you're doing customer service document that, uh, you're importing products. What's your process around that?
You're testing ad testing. What's your ad testing strategy document. All of those video yourself, you know, write detailed documents. Okay. And that's, you're going to thank yourself in, in the future. Bye bye. But that's pretty much a 10 X, at least 10 X return on investment by doing it at the same time, you're doing the task that in terms of, you know, team building, there's a lot of.
Sites that you can go to. But, uh, for me, um, my, my team is Filipino base. So the 15 people, uh, under me are, are all Filipinos. And I hired them from online jobs.ph. The most important thing that I I've experienced so far, uh, while hiring is having the, interviewing them and talking about mindset, like what we're talking about at the moment and their soft skills, what are their personalities like?
Uh, did they have that, uh, entrepreneurial mind set as well? Because with that, that they're going to help you grow your business. They're not just going to do tasks for you, but they're also willing to put their time in so that your business will grow, uh, pretty much because. Yes, scales can be looked at as well, but I'm more focused on the soft skills because all the stuff that you documented in the past should translate into easy onboarding and pretty much training as well, which is going to save you plenty, plenty of time.
Now in terms of my team structure, especially for drop shipping. I actually had three departments running at the moment. I have the customer service team, which involves one customer service manager and two, a customer service rep. So there's three people and one person managing that in that department.
And then I have the brand team, the brand team. I have a copywriter. I have video editor. I have a graphic designer, a conversion rate optimizer, and also an email marketer. That's under a brand team and I'm managing them myself mainly. And then I have the drop shipping team, which I recently built. I would say a couple of months ago, started that a couple of months ago.
And I have a project manager there. That's my, one of my best hires so far is the project manager, a project manager pretty much, uh, over holes. Uh, you know, he, he sees the whole process and operations and he pretty much handles everything. You tell them, Hey, this is what we want. Okay. Write a detailed guide on what you want and also what you expect.
And, and make sure it's in measurable as well. Uh, I think there's a terminology for that. It's like smart or something like that. So you guys can look it up if you want to, but anyway, yeah. So I have a project manager then under that I have a product researcher, uh, product importer at other video editor and also a copywriter copywriting is really important because that enables, uh, your business to identify the customer avatar.
Okay. Sorry. I'm going off track here, but I just want to add on top of that is that to get more sales, you get ahead to be talking to your, uh, your ideal customers. You can't be talking to everyone too. In general, you can be lucky to get sales that way, but that's not scalable.
It is better to stick into a sub-niche that, that you, well, uh, you know, their language, hence why you train your copywriter to research about those customers. And so that once she starts doing the product description, the language that she's writing or speaking will align to your potential customers that land on your page.
And hence why you're going to have a higher conversion rate and a higher success rate pretty much so. Yeah. 15 people, three departments, project manager, best hire. I would. Look into hiring your first, uh, project manager first because they will help out with, with onboarding as well and, um, hiring a training and all of that stuff.
And you'll have another pretty much set of brain to, to bounce ideas off.
Joseph: [00:31:36] We, uh, we have a pretty fantastic, I mean, everybody has to be at five is great, but our project manager, Mohammad, he is integral to, uh, helping the company run on a day-to-day basis. And, uh, with respect to his, uh, his, his work ethic, uh, he runs management meetings and due to the time zone constraints, he's up at 3:00 AM running these.
So he, it's definitely a deserving of at least the one shadow, probably another six throughout the course of these, uh, of this, uh, series. So, yeah, I, I, I completely support that. Here's my question to you about your, your, your mindset, because the threat is you. Trained yourself before going into the drop shipping side of it.
And I first hear it in first or registers as a unusual, but it's not. I mean, people always train before they do things they train before people trained before they, they fight you. Train soldiers, you train grocery boys. I, I was trained as a grocery buy once upon a time. And my training actually still takes over by the way, also go to a shelf and I'll pick a product out and then I'll put the other ones upfront just to like re face it because the muscle memory doesn't go away.
So with entering a management role, was that the same situation or did you, did you just kind of like jump into it, learn as you go, or how were you training to be ready to delete others?
Jandy Cerezo: [00:32:55] That's a good question because. I'll tell you a little, little story. Well, not literal story. I would just go back maybe for a medium length stuff.
Joseph: [00:33:06] It doesn't have to be, we don't, we don't want ever to be sure. Oh yeah. Yeah. So I did this.
Jandy Cerezo: [00:33:09] Yeah, yeah, yeah. Cool. So like I said, uh, earlier I think of this as a game and every game has a milestone or a go-to to achieve. My first milestone first year was to hit six figures, which I did through that. You're going to need, you know, the simple foundation of mindset to hit six figures that can be, you know, having the right habits.
And also, uh, just being consistent with your work. You you'll be able to hit six figures in no time, but going from six figures to seven 50, it's that other whole set of, uh, uh, the learning curve that you need to apply and also train your mind as, as well. Hence, why I put a lot of emphasis on mindset is because I achieved all my success through that.
It's not because I'm good at doing what I do, but I wouldn't have been good at doing what I do if I, if I didn't have the right habits or the right learning platforms that are, that I use, uh, like for example, podcasts and YouTube, then also a right community. Now with that as well, six figures to seven figures, you're going to need a mentor or a coach.
Now my mentor is, um, actually locally and you know, I just find him through a friend and he doesn't do drop shipping, but he does, he runs an e-commerce business, but he aligns with my, uh, the same, pretty much we have the same mindset. And also we see things to same, same way. But what you want to do is when you're finding that, that mentor, you need to make sure that they are at least five X or 10 X better than you because you obviously you wouldn't be like them in the future, and they're going to be able to help you out with that. Um, luckily, you know, it's not charging me anything. We've become good friends and he's helping me throughout, but the mindset stuff, reading books, and also learning on a daily basis is it's a must.
It's going to help you stay consistent on what you do once I start feeling. Let's say stress once that stress is starts to build up, which I haven't been feeling a lot recently because I've, I've, you know, I've trained my mind to, to not, to try stay away from stress. But, you know, since I'm trying to build this team, uh, seven to eight figures, Maybe a couple months ago.
That's when, uh, I hit my peak in terms of stress level, because every level is going to hit you differently and you're going to need a different kinds of resources. Sometimes mindset can only take you that far. With what you have, what you are equipped with at the moment. So you're going to need to find something else that will push you to go to the next level.
For me, for example, is, is how am I going to hit that eight figure Mark. And, and I started, um, listening to, to just pretty much one month of just leadership hiring, managing team. And hence why I got up to from two people to 15 people under me. It's because it's through, you know, myself dedicating into one single aspect that I want to, I want to focus on that will enable me to hit the next level, which is eight figures.
I'm able to, to stay consistent on, on what they believe in. So, um, if I want to hit the eight figures, I need to learn more about, uh, managing teams and you're going to need all the resources that you can find in order to do that. Invest on yourself first, before your business always, always invest in yourself first, whether it you're investing your time, which is more important than money, and also investing into like, you know, courses or, or, or mentors or paid groups and stuff like that, always, always invest on yourself first, educate yourself in, into, and that one, um, aspect and make sure to, to take action, to implement those things that you learn.
If you are not implementing the things that you, you learn, that there won't be any results. Right. If, if you're scared into like trying new things, that, how are you going to find out if it's a good thing or a bad thing? So what I'm focusing on at the moment is yes. Managing team and yes, we are on track of hitting that eight figures, but.
I feel like I'm still not capable of yeah. Enough to hit the eight figures, because I haven't learned that the eight figure way he didn't watch. So all of these successful entrepreneurs, um, Bezos and Elon Musk and stuff like that, they all have different stages. They're, they're just in a different stage.
So they're going to need a different mindset in order to hit whatever their goal is at the moment or whatever they're trying to achieve. So know your place, identify what you need to work on. Learn about that. Invest on yourself and take action.
Joseph: [00:38:36] I think that's great. And I think one important distinction to make is that hypothetically.
Let's say somebody does hit that success skull, but if they're not mentally prepared to deal with that new situation, then their success will come crashing down and they might actually end up in a worse place than they were before, because now they have the burden of failure of that level of failure.
And it's not like, well, it didn't, you know, that ad didn't work tend to go into a new one. It's like, wow, I really hit rock bottom as a person. So that's, that's important, you know, Elon Musk doesn't wake up one day as Elon Musk. He is, you know, it was his development over time.
Jandy Cerezo: [00:39:14] Yeah. I completely agree with you there.
And yeah, that takes a different skillset again and mindset as well, because sometimes when, uh, you know, I'm, I'm, I'm guilty of this. When, when I have failures, uh, still am. I do get sad about it, but I won't let myself get sad about it for more than a day. That's like a golden rule I have set in place now.
Sometimes if I hit, you know, major loss, maybe I lost a thousand dollars in one day. Uh, and you know, one, one store. Okay. I'll be sad about it for, for, let's say maximum of 15 minutes, because in reality, What's important is, is being present. And, and the, now if you focus in the past, then that's not going to help you move forward because you're going to be stuck in the past, but in the future as well, that if you start focusing too much on the future, then you're going to get stuck in, in that future.
And you just going to be like, um, you had that expectations that. Hey, I need to hit this market. You're going to put a lot of pressure on yourself, but once you start focusing on, on the now and in the present, you can have a whole lot of, of, of, um, leveling up because I think he was, uh, the book power of now at first, I didn't understand that the concept of being in the present, but when, once I started applying that.
I, I realized the power of it because when you're in the present, you don't worry about the future. You don't worry about the past. You enjoy the moment. And you're only focused on, on that moment is that you don't realize now this is where instant gratification comes into place as well. You don't realize that the thing that you are doing right now is so valuable, whether it's.
Hey, I'm going to start implementing email marketing and I want to hit one mil. Okay. You have a goal, but you don't focus on that one mil. How are you going to hit that one mil is, is what you should focus on, but better yet in the micro level, how are you going to hit your first a thousand dollars in email revenue?
Right. And that's, you know, pulling back to, to the, now to the present to hit that $1,000. I need to do this right now. Okay. It, the compound effect of, of denial of staying in the presence is, is so huge that people don't realize the potential of it. Like I said, if you stay in the past, you're going to be stuck in the past and you're going to.
Just, you know, drown in, in the past, because there's so much regrets, you're gonna start feeling regrets and you're going to start feeling like feeling down because, Hey, I should have done that. You're to start thinking about that. And there's the mental fatigue is actually so real. That you won't be able to focus on your business.
Hence why staying in the now staying in the present, staying in your lane, uh, focusing on what you can do now is will, would just benefit, benefit you another side of it too, that.
Joseph: [00:42:44] Oh, my goodness. I would be very embarrassed if I mix this up with somebody else researching, but I know that you, uh, you do have a religious background as well, right? Like you're a Christian.
Jandy Cerezo: [00:42:53] Yep. Yeah.
Joseph: [00:42:54] So I I'm, I mean, I'm, I was raised in the Catholic church. I refer to myself as a Christian, but I'm not, well, I'm not good at it. I'll say that much, but I do have like my own, my own, my own views on religion and my own views on God. And one of the ways that I try to stay present is to have faith in the experience that is being laid out for me.
And that there are greater things beyond my understanding in the same way, an aunt will never understand somebody waving their hand over it. And so, and that's just one tool that I would, uh, that I think is important to the human experience is to understand that. There's a river, right? And the river is controlling us.
And you know, if you swim along with the stream, you'll, you'll get through the river quicker. If you hold still, you just let the river carry you. If you swim away from it. Well, then you're putting up a resistance and I'm not really sure why anyone would do that, but, but the overall point is that being present in the moment is an act of faith.
It's not wearing about what I should have done differently in that moment. It's not worrying about what I should be done next. It's just about what is going on right here right now. That is important to my, to my long-term experience. And I don't want to tell people to like, to sign up for a church or anything like that, because religion is a sensitive subject, but you know, your, your ability to, to decide on things, I think changes.
If you have this feeling inside of you, that you are going to have to answer for yourself in a future life, or if you, whatever, however, however you think you're going to end up. But once, once we pass through this life and I have met people who not only don't believe in that, but they actively repel it and I've seen the way it changes their decision making.
And frankly, it makes them small.
Jandy Cerezo: [00:44:43] Yep. Yep. Completely agree with you there.
I'm just going back to, to what you said about, about faith. And in church and stuff, another side story here. Uh, I, the one of the, well, the main reason why I started YouTube and started sharing content was because it was, uh, around what was it April?
And this is yeah, April two years ago. I, I had a vision. Hey, um, if you're a Christian yup. You, you know, if he, if he had faith in you, you believe that vision on the other, uh, scale it, you know, it could be, it could just be affirmation, but that vision was to, to help, uh, millions of people with giving them understanding of passive income and financial freedom.
That was the vision that was given to me at that time in church. What happened next is so unbelievable that even right now, I still don't know what, like, you know, I I'm so clueless. Like how did that even happen? So after that vision, um, my, myself, I was just pretty much focused on what I can do now to, to achieve that vision.
Like I said whether if, if you're a believer or not, um, if you're, if you're not a believer that could be, uh, an, uh, uh, affirmation, which like you said, could use as a tool to, to leverage, uh, your, uh, your position right now. I focused on, on, uh, I was pretty much gaming then I was, uh, you know, I had different hobbies then.
I, I quit all of that on the same day, I got that vision and focus solely on how I can achieve, uh, or how, how I can get closer to that vision. I did that for a month. I did that for months now. Um, not many people know this story. Um, but yeah, I did that for a whole month, you know, just focusing on how I can help her after a month I hit.
Two breakthroughs hitting my first $1 million store two years ago. And also I was able to quit my job. And also I was able to start my YouTube, uh, journey. And that was such a huge, huge breakthrough. Like I said, I still don't know what happened or how it happened, but, you know, believing in something, uh, can be used as a tool.
Uh, but make sure you, you stick to that and, and go, go back to the micro level and what you can do now, uh, use that tool to motivate yourself and to base your actions. I pretty much.
Joseph: [00:47:37] Huh? So you said you didn't really tell that story to very many people and I'm, and I'm feeling some pride right now because you've put out quite a few YouTube videos and you have a YouTube channel, so there's nothing stopping you from just doing it.
But, uh, so yeah, I'm feeling, uh, Um, I'm feeling a thrill of fried over that quick, Pat, Pat myself on the back. I want to spend a little bit more time just giving our audience a little bit more of your advice. Uh, just because I think people, they get you really well, I would say at this point, or, you know, as well as anybody can achieve in what was it?
15 minutes. Um, but before we let you go, I also want to get a few more of your, um, Have your practices, knowing what we know about the way you think and how you and how important it is that you really, you know, you live, you live life, frankly correctly. You, you train for it, you prepare for it, and then you live it.
So here's one for me from your Instagram, you have a window into your past. Okay. So your Instagram posts is to once I read this, that people understand why this is funny to me, but you wrote coming into 20, 20 hot, right? Like right at the beginning of it, before we knew what was going to happen with the pandemic.
Uh, so 2020 says , uh, we, uh, have something to say about that. So how did your efforts to 10 times what you were going to do at the beginning of this year? And, uh, like how close were you to your vision? How much did COVID get in the way and how much did you, you know, uh, sail past this and get to where you are now?
Jandy Cerezo: [00:49:14] And that's a good question. Uh, actually with, before that I had a goal of hitting, uh, 2 million this year. Whichever have already done. Uh, thanks to COVID now COVID can be viewed as negatively, but I viewed it as a positive way in terms of the business side, obviously, but there's still that negative aspect of it.
And the business side, it debts when I was able to hit a 500 K per month revenue and through that I, I saw an even bigger potential in, in e-commerce, uh, which enabled me to, to base my, my next goals on, and also how I can achieve it coming into 2020. It's uh, like in the past few years, it's, it's all about goal setting and, um, it's all about how you can achieve those goals.
And it's definitely changed with, with COVID being, uh, being there, but there's always good thing that will happen through any negative sex that do happen to you with this one. Good. A few good things that happened to me was, you know, my business boomed my relationship wound, um, by, you know, uh, we were able to get married even through this time.
Um, and also, uh, I was able to purchase. Our first home and, uh, another actually just purchased another property. So even through negative, uh, situations or negative environments, there's always a good thing out of it. Even if you're, let's say, Hey, I've I I'm failing my store. I'm not making any money, honey.
Hey, there's plenty of positive in that as well. What, what you need to focus on is what is the. The positive thing that, that you can get out of this ticketing thing for, for someone who's failing their store or who hasn't found a winning product, one positive thing. There is first you're you're understanding, okay.
Which market is actually working well at the moment. Now you have to look at your numbers for it to do that and understand what the data is telling you, which is really important. And another good thing there is, uh, if you're doing a one product store, then. Again, you are getting data, um, leverage those data so that you can, uh, when you play your next strategy.
So, uh, that in theory should make you profitable in the future. Uh, one, uh, recent winning product, which I found last week was I was, you know, we tested it on a general store. We made two sales, but we spent about $200. So we lost about $150 by just testing that. But I saw the stats were really good. Um, what I did, uh, was I told the team, Hey, can we transition this over to a one product store or sorry, a niche store.
And let's actually test it that way. Um, pretty much, uh, yeah, listen to what the data is telling us and, and adjust our store that way and our ads that way. And Hey, now this story is doing almost two K per day. Okay. We were still, we still haven't scaled, uh, uh, I would say this has the potential to go over five figures per, uh, per day.
Um, but anyway, the, the story is, you know, there was. We were losing money at the start. That's the negative negative thing about it. But then once we started applying what the data is telling us and thinking about the positives, we started seeing traction and Hey, we were actually, we made it, uh, what, uh, which I'm thinking of doing a case study on, uh, to, to help other people on my YouTube.
Joseph: [00:53:10] So can we just touch on some of the data points a little bit more just because I think this would be a good, granular, pragmatic takeaway for, for it. Um, the, the way I had this question chambered was from your blog is that you're talking about like a 5k day. Um, and you were talking about identifying the best, what's the best demographic.
What are the best times? What are the best seasons? So, I mean, I guess if you want to just pick on like one of those, what pick out one of your stores, that would be the best way to the best one that would. You can use the answer to the question is that, you know, what, what exactly is it that you're looking for as a seller?
And then how exactly are you translating that data into a better scaling?
Jandy Cerezo: [00:53:47] Very, very important, uh, point there, Joseph. So, uh, let's talk about my, my main store, which is the one that's done 2 million over a couple of years, the main important, um, thing that, that happened. By understanding the data is what is your, your data telling you?
So, for example, with, with our store, we had one hero product. So that's your one golden winning product, right? But that didn't become a golden winning product until we understand who our, uh, demographics are. And in this case, our demographics are 55 years old and up. Okay. And by doing that, you're going to start understanding how are they talking?
You know, you get to understand the customer language. They're older people and, um, mainly in USA, right? So, uh, our main store just sells in USA. When, when we started doing ads over 55 years old and up, we pretty much tripled our profit. We went from, uh, breaking even, okay, by going broad, there's nothing wrong with going broad at the start.
But then when we started, uh, segmenting those into the right people that, uh, actually want to see the product that wants to buy the product, that's how we tripled the profit. Now, uh, in terms of that, what I look for is, is not, uh, products that that can be sold in, in general, because, uh, for me personally, that's harder to sell.
Actually even general products, they, they segment, let let's say there's no way. There's no teeth whitening. Right. They first started with one segment or of people. Then they started, uh, talking their languages and they, you know, they did pretty good numbers and that now they have multiple segments of people because they have different customer avatars.
Okay. So that's not understanding what your customer avatars are. Um, if you have one general golden winning product focused on one, uh, demographics, one customer avatar first, and then once you're able to make that work, why don't you diversify? And Hey, there's actually another set of demographics that I can sell to with our, uh, experience with that one winning product.
That's 55 year old. It wasn't a home and garden niche. Okay. But then we were able to, uh, sell the product. Okay. After focusing on one demographics and one set of people, uh, one customer avatar. Then, um, there will be a few people that will be like, Hey, I use this for this as well. For example, in our case, I use this for fishing as well.
Then we started creating customer avatars for fishing, and that helped us improved our overall sales, uh, because we started creating ads for fishing, uh, using our products and also our landing page as well. So there's so much things you can do, what you would need to focus on. Uh, and what people don't understand is you only need one to 5% that I'm talking about the U S uh, country here.
If you can capture the 1% market, that's enough for you to scale up to eight figures, 1% of those people in the market in USA, you will be able to scale eight figures. Um, and that's what I'm seeing at the moment. Uh, then that's when you start diversifying, Hey, let's do 2%, 3%, 5%. And does 5% would be, um, subsets of, uh, 1% of different demographics, different customer avatars and stuff like that.
So I understand what the data is telling you. Listen to the data, same as the, the new, uh, winning product that we're doing. We started off bad. We were testing to two broad audiences, then transitioned to a niche store. We, uh, went male only because we thought, Hey, the data is telling us there's more people clicking.
Uh, Uh, more mail people clicking on our ads. We stick to that. Then we started, you know, using the customer language, just, uh, overall men and also our product images and our product description. Images are old, man. And we went from 1% to 2.5% and our row as well, went from 0.2, five ROAS two to 2.5. Realize that.
Made us profitable and that's what a five X return on, Oh, sorry. Yeah. Five X, uh, increase of, of, um, sales, just because we are targeting that specific audiences. So general, uh, dropshippers mistake is, is, uh, selling to, to everyone, but really you only need to sell to one or two specific demographics or customer avatars.
Joseph: [00:58:56] The way you characterize it as avatar sticks out to me, just because it's about really making the person that you want to sell to. And then Facebook supplies you with that data to generate those people for you. Yeah, that's incredible. Yeah. And this is the first time that somebody, I don't know. And again like me, maybe somebody else said it and it just kind of slipped, but I will say this is definitely the most that it's stuck out to me.
Jandy Cerezo: [00:59:23] Yeah. So making those customer avatars, that's enabled us to three X, um, our, uh, return on investment on, on all of our brand stores. That's when, when I took a step back from selling to everyone to just focusing on clients some so, uh, one criteria of. My product research is actually, Hey, look into a niche, uh, look into a niche within that niche and look for another niche within that sub niche.
So that third level, I'll give you an example. Hey, let's look in the pet niche. Let's look at, um, cat uh, yeah, the cat niche and let's look at, um, let's say, uh, food cat niche. That's a niche within a sub niche. Once we started focusing on that third level. That sub sub issue. If we want to call it that that's when we started, uh, to, to, to see more attractions, more sales, easier to find winning products, higher percentage of finding, winning products that way, and, uh, more success that way, because not only are you able to create that customer avatar, but it's gonna make your life so much easier because you understand the language.
You understand how you can great ads. Now you understand their pain points and what sells is, is the emotions. If you can hit them with the pain points from, from the very beginning or the hook, uh, as, uh, most would say, then they're going to be watching the whole video. And hence you can have more data now that comes in more data.
Again. Okay. If you're selling to, to general, uh, general, uh, niche, then it, it's harder for you to understand the data because it's, it's, there's so much, uh, data, what the data is telling you that you can't identify. If there's a specific demographic or specific, uh, interest that that's really working really well.
So by focusing on, on one customer avatar, you're going to understand what the, what the data is telling you, and you're going to get more data out of that. The more data you have pretty much double or triple your ROI.
Joseph: [01:01:40] That's fantastic. Uh, I, I appreciate the insight. I really do. We, uh, we're going to have to wrap this up. Sorry to say, but we're uh, so I'm going to give you, I'm going to, I want to ask you one more question here that I have chambered. And, um, this is about your, just from your mindset blog. It's about the difference between fixed mindset and growth mindset for everyone is listened intently to this whole episode.
I think you can kind of grasp the difference between fixed is people who don't. Grow and grow with those people who do as one part of it that stuck out to me that I wanted to hone in on, which is that in the fixed expectations mindset is one of the defeating principles is assuming that people can only get as far as they get because of their natural talents and their abilities.
But I Al, but I wanted to ask you about that because I, and I'm not saying that you would in any way, shape or form discredit, or like not recognize natural talents or abilities, but what I want to know is where do you think that a person's natural inclinations fit into the picture? Like, do you have a natural drive to do certain things, and then you apply your growth mindset to grow in those or, uh, yeah.
So, so take it away. Where do you, where do you stand on that?
Jandy Cerezo: [01:02:54] Yeah, that's a good one. So let's have a look at the highest performing athletes. Let's give an example, Kobe Bryant risk piece. It could be bright. Um, he had the natural talent for basketball, right. But in order for him to be in that high caliber, in order for him to, to, to be one of the best players in the world is to.
Improve his, uh, skills by, by not just, um, focusing on, on the talent that he has right now, but further on how can he grow even further so he can reach that an MVP or, uh, you know, one of the best players in the world by having a fixed mindset. Okay. A lot of like what you said, a lot of people, uh, won't uh, go through the hardship of of, of growth and because it could be because, Hey, it's too hard. That's why I'm just going to stick to what I am at the moment. And, but once you start implementing the, uh, the growth mindset and implementing it into your daily lifestyle, for example, with Kobe Bryant, he you know, he would train for six hours, five hours per, per day.
But in order to do that, he found first the motivation. You need them motivation too, to, uh, continue, uh, surpass what your level at the moment. And the second thing is find your, which I touched on earlier. Find, uh, things that you can enjoy. And the thing that you're doing at the moment. With a fixed mindset.
You're gonna be stuck at where you are because you're scared of failing. You're you're not willing to, uh, go through the hardships or you're like, Hey, it's too hard. Or, but you haven't even done it. You know what I mean? Like why, why would you not like go through the things that you have to go through to go to the next level?
And like say right now that, uh, that it's too hard when you haven't even actually done the thing that you're doing. So the second thing is, uh, on top of the motivation is the enjoying part. So enjoying part is really important. If I, for me personally, I had no clue on how to run an e-commerce business.
Right. But I was motivated enough that, Hey, um, I want to be financially free through e-commerce, but then I started finding, uh, the, the joy of, of doing e-commerce. You know, um, so those two things would be, uh, the most important things in order for you to, to go from fix, to, to growth while continuously, um, being consistent, naming doing that for a long period of time time.
And it's not a matter of how, if you have the growth mindset, it's not a matter of how you're going to do it. It's when you're going to be successful. Pretty much. So if you're still trying to be successful with what you're doing right now, it's not a matter of how with a growth mindset, it's a matter of when pretty much it could be tomorrow.
He will be successful tomorrow or next next month, or the next few years. It doesn't matter. It's a matter of when, once you start thinking that way, then everything else will follow through.
Joseph: [01:06:21] I'll backup what you're saying. And, uh, for my, uh, for our most dedicated listeners, I hope they don't mind whenever I had to repeat things like this, but it's, you know, as new to the guests.
So it's free condom guys live with it, but, you know, I started doing podcasts immediate 10 years ago. I didn't think I was going to end up where I am now, but I found the joy in it. And I thought, you know, I, I can, I can, this is a path for me. I could take this path and I can find the, um, I can make a living off of it.
And. Well, so far so good. Quite good. As a matter of fact, 10 years. That's awesome. Yeah,
Jandy Cerezo: [01:06:53] That's amazing.
Joseph: [01:06:55] Thank you. And, uh, your, your, your success is, uh, is amazing as well. So congratulations. Thank you. You're welcome. All right, we're going to wrap it up here. Uh Jandy if you want to let people know how they can, uh, get in touch with you, your Facebook page or YouTube page, where can they find you? And you have the floor one more time, just in case you want to impart any less negative wisdom. Not going to stop you just going to let you go.
Jandy Cerezo: [01:07:17] So you can find me on YouTube, just search my name, jandy Cerezo. Um, and I also have a Facebook page where I'm going to be honest. I haven't been active much, but I'm not going to be back. Um, e-comm action, action takers. Um, it's uh, Facebook, uh, or you can follow me on Instagram, jandy.cerezo. In terms of, uh, last words of wisdom, stay consistent, stick to your habits, um, and be consistent with that. And it's just going to be a matter of when, instead of how or what, you know, what you're going to do. So you really, we want to be successful.
Oh, you have to do it. Yeah. Stay consistent what you do and make sure those failures that, uh, that you go through, you learn from it. If you don't learn from it, then you don't take action then, uh, might as well just quit right now.
Joseph: [01:08:17] All right. Well, everybody hope you had a good time. I certainly did. And we will check in with you guys. Sorry. I am, it's like meta comment. Getting us out of this. Aye. Aye. Aye. Aye. All right. Well, we'll check in with you soon and as always feel free to contact firstname.lastname@example.org. See ya. That was still terrible. I, you know what? I'm not editing this out by the way. I want people to understand my struggle here.
All right. Bye. Everybody.
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