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Yash Shah — Keen Dropshipping Strategy and Leading With Positivity

icon-calendar 2020-11-11 | icon-microphone 1h 7m 24s Listening Time | icon-user Joseph Ianni

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Yash Shah, aka Yashizcoo, Dropshipping council member, founder, and operator of both Straight-line Media and Ecom Masterminds has quite a lot going for him. In this interview we delve into his drop-shipping strategies and shed some light on the way the industry is perceived from the outside and on the inside too, matter of fact. Here on Ecomonics, a Debutify podcast, positivity and light reigns supreme. I know you believe me, but have a listen anyways. 

Yash Shah has spent multiple six-figures in advertising through Facebook Advertising & Influencer Marketing for his own businesses. He also runs and operates a successful digital marketing agency, StraightLine Media. He's passionate about educating others in the space and runs a successful and growing YouTube channel, consulting with aspiring and current E-Commerce entrepreneurs to guide them towards success.



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[00:00:00] Yash Shah: [00:00:00] I guess I just took a little chunk from each person, applied my own strategies, see what I can do different, see what I can do the same and just kind of go from there. But I think the biggest thing is like implementing action, right? Cause you can watch Youtube videos all day and night, but if you don't actually do, anything after that, you know, if you don't actually take action orientated steps, you know, you're pretty much not gonna move anywhere.

[00:00:25] Joseph: [00:00:25] 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.

[00:00:49] Yash Shah, AKA Yashizcoo, Dropshipping council member, founder, and [00:01:00] operator of both Straight-line Media and Ecom Masterminds has quite a lot going for him. In this interview we delve into his drop-shipping strategies and shed some light on the way the industry is perceived from the outside and on the inside too, matter of fact. Here on Ecomonics, a Debutify podcast, positivity and light reigns supreme. I know you believe me, but have a listen anyways. 

[00:01:22] Yash good to have you here. Thanks for being on the show. 

[00:01:24] Yash Shah: [00:01:24] Likewise, thank you so much for having me. 

[00:01:26] Joseph: [00:01:26] It's been a pleasure each and every time, and I see no reason why this one would be any different first step.

[00:01:32] The step of all steps is tell us who you are and what you do. 

[00:01:37] Yash Shah: [00:01:37] Yeah, 

[00:01:37] for sure. So again, thank you so much for having me on I'm super excited to shed some light, get some insigh to your audience. So, yeah, like you said, my name is Yash I'm originally from New Jersey. Currently. I've been in the e-commerce specifically the drop shipping space for a little over three, three and a half years.

[00:01:56] Now, since then, I've been able to build and scale and [00:02:00] run multiple six and seven figure businesses that also run an operated digital marketing agency where, you know, we serve small and medium sized e-commerce business owners. I've gotten into the consulting and coaching space. And, uh, you know, love to put out content on YouTube and whatnot.

[00:02:16] So, you know, I've definitely expanded my network in terms of that. Definitely, you know, a lot of doors that open up for me in the past two or three years. So yeah, that's just a little bit about me and again, very excited to be on it. 

[00:02:29] Joseph: [00:02:29] I'm excited to have you, so one of the things that I've noticed with a lot of the people that I've talked to is that the majority of people who are eager to share what they've learned far, outweighs the people who.

[00:02:41] For whatever reason haven't done any of it yet. Maybe they, I don't know, maybe it's like on the, on the to-do list, maybe next Thursday they'll start something out. But for the most part, everybody is really eager to share what they've learned. So when you were first starting up, who were some of the people that you were learning from and where did you get your initial information?

[00:02:57] Yash Shah: [00:02:57] Yeah, so it's kind of funny because [00:03:00] I don't know if I can touch on this just yet, but, um, I'll, I'll get a little bit into it. So I actually started, or just heard about drop shipping in general. From a YouTube ad. Right. And that was actually when I was working at J and J when I was still in school, I went to Rutgers in New Jersey, by the way, for all my New Jersey people.

[00:03:19] But I saw a YouTube ad and, you know, that's how I kind of got started. And what's funny is that YouTube actually played a huge part in learning a lot of the skills when it came to e-commerce when it came to drop shipping. I mean there's tons and tons of tons of content out there. It's just really coming down to watching the right people.

[00:03:39] Right. Obviously I feel like there's a lot of bad, negative energy out there. There's a lot of noise out there. So I mean, some of the people that sort of watching where Kamil Sattar,  the E-com King, uh, 

[00:03:54] Joseph: [00:03:54] Former guest

[00:03:55] Yash Shah: [00:03:55] yeah, I've definitely seen his podcast too. The Ecom Wizard I've been seeing Ricky [00:04:00] Hayes's videos for a while now.

[00:04:01] So definitely, you know, I've been tapping into the few people, you know, when it came to just kind of starting out. And I guess I just took a little chunk from each person, applied my own strategies. See what I can do different, see what i can do the same and just kind of go from there. But I think the biggest thing is like implementing action, right?

[00:04:21] Cause you can watch Youtube videos all day and night, but if you don't actually do, anything after that, you know if you don't actually take action orientated steps, you know, you're pretty much not going to move anywhere. 

[00:04:32] I noticed 

[00:04:32] Joseph: [00:04:32] that's true. And it's not just with e-commerce it's really with the learning process in general is that if I spend say two hours every day, just listening to content about, I don't know, sewing or basket weaving the learning process just doesn't work unless you take what you learned and you immediately begin to apply it because otherwise you just get into this loop of assuring self-assuring information. Like, Oh yes. This information, it validates what I'm thinking, but then you don't go anywhere.

[00:04:58] Yash Shah: [00:04:58] Exactly 

[00:04:59]Joseph: [00:04:59] So let's unravel a [00:05:00] couple of the operations that you work on. You said you set up a digital marketing agency. I believe a Straight Line Media 

[00:05:05] yea 

[00:05:05] Yash Shah: [00:05:05] correct I run 

[00:05:06] Joseph: [00:05:06] and operate straight line media.

[00:05:08] Okay. So far I haven't accidentally looked at like the wrong operation for somebody, but. Canadians were really good at anxiety anyways. So tell us about it.

[00:05:16] And what I want to know in particular is what's the significance of the term straight line where how that was. 

[00:05:22] Yash Shah: [00:05:22] Yeah, for sure. So I actually started up my own agency about a year, year and a half, I think more towards like, The 14th or 15th month Mark, when I started dropshipping and I thought to myself like, Hey, I could achieve these kinds of results.

[00:05:37] You know, with Instagram influencer marketing, with Facebook marketing, Google marketing, you know, now I'm more so focused on Facebook and Instagram, but any who I was like, you know, I could achieve these sorts of results with these platforms, to my businesses. So why not cater to other businesses and offer the same?

[00:05:54] So it's funny because. I initially actually started to serve real estate agents [00:06:00] and mortgage brokers used to offer like lead generation services to them through Facebook and through Google. I soon realized that just wasn't my pond to fish in. So I really kind of took a step back and honed down to e-commerce.

[00:06:13] You know, I thought to myself that whether it be a starting medium or, you know, large e-commerce business, you know, or whether it be a smaller, big player in the game, they need some sort of. Online advertising, right? That's what ecommerce businesses depend on for their sales, for their income. So I'm mean I kind of really take a step back and just focused on e-commerce before I should do a lot of lead generation on Instagram.

[00:06:38] Now, since I've been able to build my personal brand and just form networks and connections, you know, I get a lot of organic inbound leads. I remember I used to like do all of the client management work by myself. Uh, I learned that, you know, the biggest mistake people do usually is not hiring early enough.

[00:06:55] Right. So that's when I found these really two awesome media [00:07:00] managers, they're actually [?] Europe or media buyers, I would say. And, uh, you know, we kind of really scaled, I think our third or fourth month in business, and we started onboarding more and more clients right now for a lot of our clients we're, you know we're managing hundreds and thousands of dollars in ad spend per month.

[00:07:17] So that's been great. You know, it's been a pleasure to train and work with a lot of my media buyers as well. So that's kind of that. I think the agency business model is super good, super rewarding in the sense that, you know, you're driving results to other businesses. Right. And we really focus on our dealer ability.

[00:07:37] That's where, like the name straight-line media comes fr0m. There's not really too much like of a story behind that. It's not really too personal or anything like that. This is that we're really. You know, result driven, we're really results focused. And, uh, you know, we really make sure that we only onboard clients that fit our company culture, right.

[00:07:57] Clients, that we know that we're going to be [00:08:00] able to drive results for, you know, because at the, at the end of the day, like we want to retain that client, you know, we want referrals from them. No, we want to make really good case studies from them. So that's kind of where the name came from. And I just stuck with it since then.

[00:08:16] And yeah, I think e-commerce is ever expanding it's ever-growing, especially with a lot of businesses transitioning too, I would say from like brick and mortars or from storefronts to having an online presence. So yeah, we're super excited to scale, especially this Q4. 

[00:08:33] Joseph: [00:08:33] One of the things that you mentioned with your media is that you do small and medium scale businesses absent from that is a large scale.

[00:08:42] So one of the things I'm wondering about is how. Let's say does an operation or one of your clients get to a point where they actually do need to scale upwards, furthermore, and then would you recommend them to a different agency or is there, is there a point where they're almost like an alumni of you, like they [00:09:00] graduate and then they move on to something else?

[00:09:01] Yash Shah: [00:09:01] Yeah, that's actually a great question. So when I first started to work with e-commerce clients, right. Or at least when I started to decide. You know, I want to only focus on e-commerce businesses. We used to work with a lot of drop shipping clients. We soon realized it just wasn't really time efficient because obviously, you know, with drop shipping, like you have to continuously test products and stuff.

[00:09:21] Yes, I do drop ship, but like to actually onboard someone from an agency owner's perspective, it just gets super time consuming, basically a drop shipping business owner would test a product for a few days. It would not work and we have to take a break and then kind of wait to test another product but a lot of dropshipping business owners don't have the largest budget as well. So we thought, you know, we would only start serving more e-commerce businesses that were grounded, you know, more so like white label brands, private label brands, because they already have something working. Right. And they want basically someone else to kind of take over that and scale it and take it to the next [00:10:00] level.

[00:10:00] We have had a few clients that actually were doing like almost a million dollars a month in sales, and then they just transitioned to having like an in-house marketing team. Unfortunately like that's that, but obviously, like, it feels good cause you know, they got to that point, uh, because of that joint or sync effort, you know, amongst the agency and obviously them as well.

[00:10:25] So, but yeah, I mean we work with clients across, you know, a really broad spectrum, you know, like, uh, we've served, uh, clients in the orthopedic space to the health care space to fitness, uh, baby mom, Uh, supplements, you know, like for any niche that you can actually think about. So that's been super cool to tap into different areas in different spaces.

[00:10:50] Joseph: [00:10:50] I'm a bit of a supplement, nut myself. There's this company, Brick House Nutrition. They it's just like, there's always  a little bit of skepticism with supplements. Not that we're going to go like too far off onto this tangent, but [00:11:00] people are like, do supplements, really work. Uh, I can say that some of these are actually like mind-blowingly powerful.

[00:11:08] They also can become a bit of a crutch.

[00:11:09]Yash Shah: [00:11:09] There's actually a ton of companies starting supplements. I think it's a really competitive niche, a really competitive space. At the end of the day like it just all comes to the product and having good marketing, you know, and cause I feel like a lot of people have that stigma for like supplement products or supplement related products that it's like a scam or it's phony or it's just a bunch of BS.

[00:11:34] So it all just kind of really comes down to again, having the good, having the right product and the good branding and a good marketing behind it, you know? But I mean, that, that niche is like super tricky. That's where, like we don't work with too many of them anymore. 

[00:11:50] Joseph: [00:11:50] I'm just gonna say one little time to think about it and then we'll move on.

[00:11:53] Cause it's not a supplement podcast. What I find has helped to build trust is if I'll order a product [00:12:00] that has to work within the span of like a day or even six hours. Like if it's an energy supplement or if it's a sleep aid, those ones have a very clear failure state. So if I trust that those work, then the stuff that's more like long-term would work, but that's it.

[00:12:15] I'm shutting up about it. 

[00:12:17] Yash Shah: [00:12:17] Yeah, that makes sense. 

[00:12:18] Joseph: [00:12:18] Yeah. 

[00:12:19] There's a couple of other of your operations that I want to get to, but you mentioned some of your, some of your drop shipping, and that's the thing that I wanted to talk to almost the most out of everything. And, um, and I just kind of want to get to it.

[00:12:30] So I looked at some of your YouTube videos and this is probably one of the more recent videos. It was a 30 day Shopify case study. The total revenue was 134,000, but the profit was 18,000, which is still nothing to balk at like that is for some people that's half a year of salary. Would you pull it off in 30 days?

[00:12:52] So, you know, you bang out what, six or seven of those a year. You're, you're looking pretty good, but the reason why I wanted to hear you expand on it is [00:13:00] because I think that's going to help illuminate people. What the actual takeaway is versus the almost pie in the sky figures that the revenue might lead people to believe.

[00:13:11] Yash Shah: [00:13:11] Yeah, absolutely. So, and this is what I mentioned in that video too. So I obviously use Facebook as my, as my main source of advertising. Right. And I have [?] where, or a timeframe where the ad account was disabled, or it actually got disabled about like six or seven times within a week and a half. So a lot of those days, what happens when the ad account gets disabled is that it loses momentum, right?

[00:13:41] The ads. Momentum it loses optimization. And, you know, I even mentioned this, that the first one, two and three times he got disabled, the ads picked right back up, but like the fourth, fifth, sixth time, you know, it was a huge loss. So there were a few days where, I [00:14:00] mean, I was spending like two, three upwards of $4,500 of ad spend

[00:14:04] and I was losing money, you know, cause I was just trying to get it back on its feet, meaning the actual store or even the ad account, I would say. So I think I lost a ton of money during that time. I probably lost at least like four to $7,000 in those few days where I was just trying to get the ad account back up.

[00:14:25] But yeah, I mean with drop shipping, like the usual profit margins you see are anywhere between like, 15% to 25 upwards of 30%, 30% is pretty rare. I mean, I've had stores that have done, you know, over 150, $200,000 in revenue, uh, per month and, you know, have had profit margins of like 20 to 23%. So obviously like, That's a good spot to be at.

[00:14:52] I think just the ad account just messing up is really put me at a bad spot. And obviously, like you said, like 18,000 is not like [00:15:00] completely garbage. It's not like I'm complaining about it. Obviously, it would have been nicer if that, if that number was more towards like 30, 40,000, that was kind of what I was expecting.

[00:15:11] You've got to realize or people have to realize that stuff like this happens with dropshipping and especially the most important thing is just catching yourself when you do come across like hindrances or roadblocks adjusts, add account issues or payment processor issues or applier issues. Like a lot of people will get greedy.

[00:15:29] They'll basically end up taking a huge dip within their profits. Right? Because again, they just get too caught up in fixing something that's not fixable in this case. Like. I had to scale a little store down incredibly that store is still running, doing about two to $3,000 days in revenue. And I'm profiting, my profit margins have actually increased.

[00:15:51] You're like 26, 27%. Now it's just basically running lower at scale. But yeah, I mean the higher you scale, you know, the [00:16:00] more vulnerable you are in having a setback when you do come across an issue, or I would say when you come across an issue, unless you're super lucky, you know, you have to be prepared for stuff like that.

[00:16:12] So I just thought that that w that, that was like an interesting case study to share in terms of, you know, what the process looked like, getting up to that mark. So it was a super fun experience. And again, I'm pretty transparent open about stuff like that, that, so, yeah, there's a lot to eat up from the pie, so, 

[00:16:32] Joseph: [00:16:32] yeah.

[00:16:33] I mean, everyone that I've had the distinction and honor to talk to have also been open and transparent about it. And I don't know if there's like any one, particularly most convincing case for it, but one is that the more people involved. The more, it can bring other customers into the fold and become more comfortable with e-commerce in general, which just gets more shoppers.

[00:17:00] [00:17:00] So two things popped out to me on that. One of them you'd probably know what it is because you said it was disabled six or seven times. And I found that funny. But I also have no idea, like why were the  disabled so many times?

[00:17:11] Yash Shah: [00:17:11] Yeah. So Facebook has actually gotten really strict in their advertising policies and guidelines, especially in 2020, they've gotten that strict because they're just trying to weed all the dropshippers out, right.

[00:17:25] Or the drop shippers that aren't doing their job. I mean, there's tons and tons of people on Facebook that are scamming people. Like once I saw this ad where it was like a holographic shark, right. And this holographic shark was in someone's living room and basically looked really, really real. I mean, this looked incredibly real, almost too real.

[00:17:52] And, you know, obviously on their website, they have the same image, the same picture, you know, saying that, Oh, you're going to get this holographic shark and it's gonna, [00:18:00] like swim around and whatnot. And when a lot of people received their orders, it was like a plush toy, like, like a plus shark, right? So, I mean, there's people doing this, like [?], you know, there's scammers out there utilizing the platform

[00:18:17] and just kind of, you know, misleading people and stealing money from people. So one like Facebook has gotten really strict on their policies and guidelines on the 29th, which is today, I believe, or was that yesterday 

[00:18:31] as of recording, uh, today's the 29th, right? 

[00:18:33] So there's actually a new policy from the 29th that if your page feedback score goes below a two, if you're a Facebook page, is

[00:18:43] less than a year old, you won't be able to advertise from Facebook again, like Facebook is just imposing all these new guidelines and policies and whatnot, and they're getting stricter and a lot of their current advertising policies as well. Like the, one of the main reasons why [00:19:00] my ad account disabled is because.

[00:19:02] It had so many rejected ads previously that it built up that negative history and Facebook it's caught on and it just disabled the ad account. Right. And since I was selling like a personal health care product, I kept violating the personal health policy on Facebook, even stuff like showing a closeup or a before and after of a body part.

[00:19:23] Right. Facebook won't like something like that. So those are the main reasons I haddto switch my ad creatives and my videos around about three or four times. And, uh, you know, if something finally stuck through and you know, it ended up not getting disabled. So again, those are just like the every day, obviously not every day, but those are the, just like the normalized things that happens with Facebook.

[00:19:46] You just have to be careful and just try to push them and go around it, like the clean way, you know? 

[00:19:52] Joseph: [00:19:52] So. Yeah, there's just so many different things that can occur. And that's one of the reasons why I encourage listeners to [00:20:00] really listen to each and every guest that we have on the show, because everybody is tackling these little issues and it'll just make it easier for the next people.

[00:20:06] Just as people who tackled issues, made it easier for you to get started on it. So it's funny. I think I know that shark ad, I think I've seen it, but I see so many ads on Facebook and a lot of them just filter out. I think it was like, it was swimming around the living room and there were kids that are like, Oh wow, it's a shark.

[00:20:21] And they like, they get to get on the couch. Is that it? Yeah. Okay. I remember, yeah, that stuck out, but I didn't realize that was for a product. I thought that was just like, I dunno like a demonstration. 

[00:20:30] Yash Shah: [00:20:30] That's what I thought too, but it's actually for a product quote unquote. And, uh, my buddy was telling me like, a lot of people got like stuffed shark animals, you know, instead of that holographic that that was displayed on the ad.

[00:20:44] So, I mean, it's incredible, like obviously not in a good way. What, what just people do, you know, just to get quick money.

[00:20:53] Joseph: [00:20:53] There's this one ad that boggles my mind. And maybe you've seen it where it's usually an advertisement [00:21:00] for like a mobile game and there's a person and he's got this perplexing puzzle in front of them where there's like gold and then there's lava and then there's water.

[00:21:08] And then you have to pull on the different levers to try to preserve the gold and not get doused in lava and like eight different games are all using this one ad, including a game that I recognize. And I think why don't you just use footage from your actual gameplay? Like this, this ad has no representation whatsoever of, of it.

[00:21:27] So I dunno, I, I think that maybe some of these game companies they're just like outsourcing the advertising to an agency. 

[00:21:34] Yash Shah: [00:21:34] I think that's what they're doing. It's just pretty much the easy way out. And a lot of the consumer market, especially like the older population, they aren't as educated about things like this.

[00:21:46] They're very easy to fool. They're very vulnerable, even though they might not be purchasing or looking into something for themselves on Facebook or an Instagram, even though it's maybe for their grandkids or their children or their nieces and nephews or [00:22:00] whatnot. I don't know. So that's like the danger for a lot of consumers when it comes to advertisers, just taking advantage of stuff like that, you know?

[00:22:08] Obviously, there's a way of marketing. There's a way of smart marketing, but a lot of people just fall into that place of unethical marketing, 

[00:22:16] Joseph: [00:22:16] right? Yeah. Because it all, it always worked on one person first, like the first person who sees that ad will fall for it, but then they see it again and will, at that point too bad, they've already invested their time or money into it.

[00:22:28] Yash Shah: [00:22:28] Yeah. I mean, that's why Facebook is getting stricter and stricter every single month. You know, they're imposing all of these new guidelines and policies. Cause they just simply want to beat all the bad people out. You know, that's just as simple as it gets. So it's definitely understandable from a platforms point of view, especially when it has like over a billion users 

[00:22:49] Joseph: [00:22:49] over a billion had that blows my mind, but it is Facebook so I understand. The other thing that stuck out to me in your, uh, in your case study, it was a, you were just saying about how, when [00:23:00] something, especially a drop-shipper when they scale quite high, that leaves them more vulnerable. So based off your, your own experience with scaling, what are some of the foundations or what are some of the safeguards that you've put in place toscale safely let's say.

[00:23:14]Yash Shah: [00:23:14] So first things first is having a good supplier, right? That's the main thing. Cause you do not want to delay getting your orders fulfilled. You do not want chargebacks disputes and all that stuff going on. So I was actually using a private shipping agent through one of my networks.

[00:23:34] I think Kamil actually introduced me to her. Which was great. And then once I started getting a few hundred orders a day, I transitioned into using a fulfillment center. Right. And I'm glad I made that choice, right when I massively scaled, because during that period, again, I was getting about five to 700 orders daily, you know, maybe a little less, maybe a little more, some days, [00:24:00] and a few things that are very important.

[00:24:02] When you're doing that much volume is obviously quality control. You don't want your products to be defective or damaged when they're arriving at the customer's door, having good shipping times, you know, you don't want your customers to wait months and months, and months, or even weeks, you know, maybe two or three weeks because of COVID.

[00:24:21] That's fine. Um, having just good, reliable communication between myself and the supplier. You know, what else? Just having, uh, tracking info, being updated as well. You know, when it comes to on the Shopify platform, the other thing is like, even with payment processors, like I still have about 45 to $46,000 on hold with PayPal.

[00:24:48] And that's cause I didn't actually notify PayPal, which was my mistake. Right. I usually always notify PayPal. I always notify, you know, American express as that's the card I utilize when it comes to [00:25:00] Facebook ads, when there's going to be a big increase and you know, funds being sent out to funds being sent in.

[00:25:07] So those are some of the things I always do. Also just hiring VA's for order fulfillment. Uh, customer service. I mean, having good customer service is so important. Um, you know, you'll be surprised at how many emails you'll be getting, you know, in that month span, I probably got a few thousand emails and there's no way, I could probably handle all of that.

[00:25:27] So that just kind of, again, goes to my point when it, which I made in the beginning of this podcast about being not too late to hire. Right. A lot of people would try to do these things by themselves, just like order fulfillment, customer service and whatnot. So, you know, those are some of the safeguards I personally had and you definitely are more vulnerable, right.

[00:25:48] Because anything can happen at any time and it can mess a lot of things up. I remember one time I was [?], and my supplier had just purchased a few thousand units [00:26:00] of this product. Right. A large amount of inventory. And my Facebook page and my ad account ended up getting shipped out. So, and I couldn't really get it back up.

[00:26:09] So, you know, that was a whole mess cause they had already purchased that, they couldn't return it for some reason. And, uh, like I said, it just turned it into a whole huge mess. So you are absolutely are more vulnerable. I think each time you just learn different things and you make sure to apply those measures so they don't end up happening again.

[00:26:29] Joseph: [00:26:29] Yeah. I would think if I'm going to set up my own e-commerce or my own drop shipping operation, which hasn't happened yet. But after talking to all, you fine folk, it's hard not to be tempted, but I think for me, the first thing I would do is just focus on trying to do a small scale operation and try to do things manually, just that I understand everything and then move into higher scale operations as I gain more experience, as opposed to trying to jump in and start again, enterprise or starting an empire on my first go.

[00:26:58] Yash Shah: [00:26:58] Yeah, absolutely. I always [00:27:00] say like drop shipping is composed of a multitude of skills and, or even more than that drop shipping is composed of a multitude of components. And each component has a skill such as running Facebook ads, learning how to test and launch products. That's a skill and each skill also has a sub skill, like a sub skill within Facebook ads would be, you know, learning how to read your KPIs and metrics and learning how to make guided decisions from them. So I think just learning all these skills and being up to par with everything is very important. First, just someone yesterday on Instagram hit me up and he's like, Hey, I'm starting to get into drop shipping. You think it's a good idea to outsource the advertising part, you know, to an agency or should I learn and do it myself?

[00:27:50] Right. So that's what, that's what I told them. I'm like, yeah, you can definitely give it to an agency, but then when they don't deliver, you're going to be confused as to what went wrong. You know, [00:28:00] you're not going to know anything about what went wrong, what they did or how they tackled it. You know, you're not gonna really even know the process that they followed.

[00:28:09] You know, that's what I did like for my agency. Then I used to handle all the media, buying myself for all my clients. And then ultimately, obviously I did outsource it. I trained, you know, to create media buyers. They were very skilled themselves as well. And, um, you know, it really led me to kind of know what's going on at the same time, but also not worry about it too much cause I have people handling it.

[00:28:34] So I think just learning everything first, you know, whether it be copywriting, product description, pricing, strategy, influencer marketing, how to set up like infrastructure. All those things are very, very, very vital to learn at first. And then. Um, you know, you can outsource, you can have someone help you, you can get a business partner, whatever it really may be that's, you know, a good fit for you and your business. So.

[00:29:00] [00:28:59] Joseph: [00:28:59] So let me also make sure that we get the rest of what you get up to. You also set up Ecom masterminds. So. What was the genesis of that and what's, what's it about what are some of the success stories to come from masterminds? 

[00:29:15] Yash Shah: [00:29:15] Yeah. So Ecom Masterminds was actually previously Shopify masterminds, and I decided to change it to E-com Masterminds because I didn't want to only limit it to Shopify users.

[00:29:28] Obviously there's a lot of people in the e-commerce space drop shipping space. They're using other platforms, you know, WordPress, Wix, Squarespace, whatever it really may be. Even though most people use Shopify. Right. That's pretty much self-evident. I wanted to call it Ecom Masterminds. It's more of like a broader community.

[00:29:47] I would say just anyone into digital marketing slash e-commerce. So it actually started out as a Facebook group, I think a year and a half ago. And my main purpose of starting that Facebook [00:30:00] group was again, just to keep it open for intermediate and beginners, advanced players doesn't really matter. And my main thing was to post update videos are there to post, you know, kind of little snippets of what I learned just across through my journey.

[00:30:16] And I saw that more and more people started joining it cause I was really active on it. Um, a lot of my closer buddies joined it as well. They're also in the ecom, you know, drop shipping digital marketing space and, uh, you know, over the course of time, like I started to do live streams on it. I started to do Q and A's.

[00:30:33] Uh, giveaways and, uh, you know, we're almost at 3000 members now, and I know there's tons and tons of Facebook groups specifically in the e-commerce space. And a lot of them have like 40, 50, 60,000 people. But a lot of those groups, again, I'm not really bashing any particular group. It's just what I've seen, you know, over the years is a lot of those groups have like a lot of hate and just spam content.

[00:30:57] A lot of people are inactive on it. You know, so [00:31:00] I really, really, really want to create one of the best e-commerce communities on Facebook, right through that group, at least. So again, like I said, we're over 3000 members now. I also launched my ecom masterminds incubator playbook, which is a great handout for beginners.

[00:31:16] You know, I've had a lot of, lot of attraction from that. A lot of good feedback from that. Uh, just last month I started the e-comm mastermind inner circle group. Where I have, uh, I think we have about like 18 or 19 people right now, uh, right where I can actually give them, you know, one-on-one devoted time, answer their questions have like weekly calls and whatnot. You know, people who are actually serious and being committed to e-commerce actually wanting results. So, you know, I've definitely expanded a lot of things from the group. Um, I've met a lot of people from the group. We had a lot of close friends from the group.

[00:31:53] I had a lot of success stories just by people following the group, you know, but not only myself posting a lot, a lot of other [00:32:00] people posting sharing my YouTube videos. A lot of my one-on-one coaching students have came from that group and we've absolutely formed a longterm relationship. So, you know, things have worked out really well for E-com Masterminds. Then again, I do want to be kind of one of the best communities out there, at least on Facebook, just because there's so much noise through other Facebook groups, uh, you know, for e-commerce entrepreneurs. 

[00:32:26] Joseph: [00:32:26] So the, the incubator seems interesting to me. And I may ask you to send me that, is that a PDF? And it's just something that people can access and read, or how does that actually work?

[00:32:38] Yash Shah: [00:32:38] Incubator playbook is just a PDF. It's a handout. Um, it's about 17 to 18 pages all written by me. And, uh, it really has a lot of essential drop-shipping topics. Um, you know, everything from like what is dropshipping, how the business model works to even some, you know, basic slash intermediate Facebook scaling strategies.

[00:33:00] [00:32:59] So, um, I think it's absolutely amazing. For anyone who wants to get into this space or someone who's just started in this space and again, I've had some really, really good feedback from it. So, um, yeah, I'm definitely gonna be coming out with like an updated part or, or at least a revised part probably in the coming few weeks or coming few months. I'm super excited about that too. 

[00:33:24] Joseph: [00:33:24] You know, the thing that I appreciate is knowing that there are a lot of I'd say stormy or darker, not essentially positive, uh, communities out there. And me, I don't know. I, I am tempted to ask about it. Uh, we don't want to dwell too much on the negatives, but I think it's good to get some awareness of it.

[00:33:44] So we know that when  people are slandering or people are spewing hatred. We, we know that that's not good, but what I would like to know more specifically is what kind of advice would these particular communities hand out that [00:34:00] you wouldn't want to follow or you wouldn't want someone who follows you or works with you to, uh, to take as well, because I don't think they're just going there to spew vile.

[00:34:08] I think they're going there to learn something and maybe they're learning, they're learning the wrong lessons. 

[00:34:11] Yash Shah: [00:34:11] Yeah. I mean, there's tons of content out there. There's tons of information out there. It's just grabbing the right information sometimes. Especially beginners are more vulnerable. They may hear something.

[00:34:22] They may act upon it without hearing like a second opinion or a second say now, obviously I'm not the only one who has a Facebook group. I'm not going one who has a YouTube channel. There's several other people who are, you know, way bigger than me, especially on YouTube. Right. Larger audiences. And yeah, again, I don't want to name, call, but there's people who have tons of larger audiences than I do on YouTube.

[00:34:46] And sometimes I'm just like, really, you know, so again, I'm not going to say too much about that, but even like the students who I coach, like, I always say like, Hey, you don't only have to watch my videos. You [00:35:00] know, you don't always have to get insight from me. You know, like watch other people, you know, tap into different waters, you know, see what you like, see what you don't like.

[00:35:08] So. I think it just really comes down to knowing the right people in the space. I mean, you know, two and a half, three years ago, I could literally ask no one for help. Right. Cause I didn't know who to really go to. Sure. None of my friends are doing this and none of my family members are doing this. In fact, they were looking at me like I'm crazy, you know?

[00:35:29] Um, so that was like completely far from one of my choices and. Just over the years, like I've been able to go to in-person masterminds. You know, I was just offered an invitation to the Dropshipping Council a few months ago. Where actually, I got closer to Ricky and a lot of other guides e-commerce space, well guys and gals and yeah, I think just knowing the right people over time will make you invest your time and energy [00:36:00] more efficiently and maximize your return. I feel like you're going to make wrong decisions when you first start out, it's okay to make the wrong decisions. Like I've been scammed straight up by like a lot of people on, on, on Facebook, on Instagram, where they've just took my money and ran away, but it kind of all comes down with.

[00:36:22] Not so much the process, but more so like the learning experience, right. Not, not being too vulnerable and making smart decisions and, you know, feel free to reach out to someone, even if you don't really know anyone, you know, go to Reddit, like go to Yahoo forums. I don't even think that even exists anymore.

[00:36:42] Right. Or like Yahoo answers is it. 

[00:36:45] Joseph: [00:36:45] I never know with Yahoo. Right, they had a, they had a TV service once. I only know that because they did season six to Community, but that was like an eight year gap of like Yahoo is still doing stuff good for them. I wish them well, I really do. 

[00:36:59] Yash Shah: [00:36:59] But yeah, like [00:37:00] my point is like reach out to someone, you know, like join a Facebook community, like e-com mastermind.

[00:37:05] So just make sure you're heading towards the right steps and not backwards because sometimes, you know, or sometimes you think that you're doing something right. But you're really not, and you're hitting the other direction. So,

[00:37:18]Joseph: [00:37:18] You know, it sounds to me like a lot of this came in waves in the same way that music development over the years comes in waves.

[00:37:24] I'm a ska guy myself. So I know about, there was a first wave, second wave, third wave ska and so on. And I wouldn't be the right person to try and characterize which wave this isn't we need somebody more, more involved, but you're definitely not in the first wave because the first wave was all people just trying to figure it on their own, whereas whatever wave it is now, people don't have to start blind. People can join, not only like find YouTube videos, but they can join communities too and they can join the community first and be a part of the conversation first, before they have to start the operation. 

[00:37:59] Yash Shah: [00:37:59] And like, I [00:38:00] mean, honestly, drop shipping is a business model that's been around for decades and decades, but obviously like applying that into how to like a Shopify store, for example, right?

[00:38:09] Like that became really prominent in like 14, 15, 16, 17. And there's barely any content out there. Right. People really didn't know about it. People didn't know even if this was possible. And that's why a lot of those early players that capitalized, you know, with drop shipping, you know, like the fidget spinner era,[?] I would say so. Yeah. I mean, I think were in a spot right now where there's a lot of vices and you know, there's obviously a lot of good things out there too, because sometimes like there's too much information that can always hurt you. Like now if you're on YouTube or you're, if you're on Instagram, there's always an ad about making money online, making money with dropshopping. There's five gurus saying drop shipping is [00:39:00] completely dead at this five other quote, unquote gurus saying drop shipping is the best opportunity right now. Right? So there's a lot of misinformation in the air and there's also a lot of good information in that area. There's a lot of webinars and communities and forums and groups and courses and whatnot.

[00:39:18] So again, it's just dabbling into, you know, each thing a little bit, I always say, ask someone else that has done that before. Uh, someone else that has, you know, spoken with that person or have bought that course or who have watched person X's videos, you know, so I think just asking someone whether it be a friend or just someone else, random community that always, always, always helps.

[00:39:45] And it'll save you a lot of time, money and energy. I can almost promise you that because I know I, I trusted a lot of wrong people and it ended up sending me back instead of moving forward. 

[00:39:54] Joseph: [00:39:54] You know, I tend to question. The concept of, [00:40:00] of the something in, in your particular case saying that, uh, dropshipping is dead. You know, the big one that I keep coming back to is when, when they were saying that radio was dead because of the advent of television and in a way radio, as they knew it died, but this is part of the cycle because then radio has revitalized has risen from the ashes.

[00:40:21] And now. I consider what I'm doing radio. Yes. Technically it's called podcasting, but personally, I don't actually know. I don't even like the term podcasting. I always feel like when I hear the word podcasting, I think of a grandma going, Oh, 

[00:40:32] he's cute. Oh, he's doing his podcast with his friends in his basement.

[00:40:37] I'm waiting until they go on break. And then I'm going to bring him some rice, Krispie, squares, and Tang, but on a fundamental level, it is radio. So these things, they come in cycles. And so yeah, they could be right. It could be dead, but they could be speaking specifically of a, of a vision of it of a version of it that died and that needs to come back to life in a new way.

[00:40:55] It needs to be reborn. 

[00:40:57] Yash Shah: [00:40:57] Yeah, absolutely. I think, I [00:41:00] think drop shipping is not dead. Like, you'll see a bunch of videos. I don't think it's dead. Is it saturated? Hell yeah. It's crazy saturated. Right. But so is social media marketing agency. So is real estate, so is [?]. So is crypto. You know, everything's saturated or mostly everything's saturated.

[00:41:19] You know, you want to take pictures, you want to be a videographer. You want to be your rapper, the market's saturated as shit. You know, it's just doing things differently. It's being more unique. Um, it's doing what your competitors aren't doing. It's always kind of going that extra step, obviously doing what's already working for other people, but adding your own twist to it, you know, adding that extra oomph, back into it. So with drop shipping, I think drop shipping, like I said, is a business model, a model typically doesn't die. But I think as a consumer market is evolving as the social media platforms are growing and also evolving we as aspiring or current e-commerce business owners or [00:42:00] entrepreneurs, we also have to adapt and pivot with that.

[00:42:02] You know, like what used to work before in 16, 17. Having a sloppy website, you know, slapping it on Facebook, having like $2 CPCs or cost per clicks, that stuff doesn't work anymore. Right. So my point is like, what used to work before doesn't work anymore or if it does work, it works in a little bit of a different way.

[00:42:22] So that's why I focus, especially from this year, a lot on micro branded drop shipping, you know, and making sure my website looks trustworthy. Making sure. My customers have a sense of confidence once he or she visits the website, having good images, having good ad copy, having good quality video creators, all that stuff is very important.

[00:42:45] And that's why I call it micro branding. Cause obviously myself or the person next to me is not Nike or Adidas or Sephora, because that's what I like to call it. Micro branded drop shipping. And I specifically focus a lot on one [00:43:00] product drop shipping, you know, there's no right or wrong way to really go about it.

[00:43:04] I mean, you can have a general store, a niche store, a general niche store. I personally prefer one product micro branded drop shipping because it makes it easier to really hone down and focus on one product. Right. It really makes you feel, or the customer feel like part of that that product is, you know, XYZ brand's product, you know, so that's what I've done to focus on a lot that's why I teach to a lot of my coaching students that's so I teach a lot of, to my communities. You know one product micro branded dropshipping, even though if you don't have a one product store focusing around that one product, at least try and brand your story, you know, make sure the color schemes are good and make sure there's, there's that sense of congruency on your store basically same goes with like your social media, right? Just giving importance to every factor, uh, contributes into micro branding. You know, not only do you have to have a good website, but you know, do you [00:44:00] have good warmed up Instagram and Facebook, social media accounts?

[00:44:03] Do you have, you know, good quality images? Are you running a good video creative, like I mentioned? So these are factors that contributes into micro branded dropshipping. And it's more so because the consumer market is getting attained to generic spammy, shitty looking stores. Pardon my French. But yeah, it's just that stuff like, that's just not going to work long-term it's really not, I think like 2021 it's like, yes, you can still drop ship. But your store has to be really branded you know, like that's why I haven't really announced this public, but I'm really thinking of stepping away from drop shipping by Q2 of next year. And just focusing more on like private labeling or even even white labeling here and there.

[00:44:50] Yes. I'm still going to be teaching about drop shipping. Cause I think it's, uh, it's pretty much a good entry point to start into. entrepreneurship into e-commerce. I was there at one point, you know, [00:45:00] it's good to learn the skills and to feel that capital and that cash flow. But just to the point where I am, I feel like I'm going to, I'm going to give it, you know, a few more quarters and then eventually just kind of step away from it.

[00:45:12] And I'm just kind of be behind the scenes, whether it be consulting people or whether it be coaching people. So, yeah. I mean, you have to adapt them pivot, you know, like they say, it's a survival of the fittest, so. Um, that's kind of what it is within e-commerce. 

[00:45:26] Joseph: [00:45:26] So you really haven't mentioned that anywhere. That was an Ecomonics first? 

[00:45:29] Yash Shah: [00:45:29] Yeah, it was, it was, I really hadn't got anywhere. 

[00:45:35] Joseph: [00:45:35] I, I can understand that. And I, and I did look at your Instagram too. I try to look at everything before I meet with the guests, just to try to be as prepared as I can. And you do have a flare for a style. And I think a lot of your passion comes from being able to have good presentation, but but also provides a lot of positivity too, because somebody can dress dapper and, and have a, have a great haircut, but they can also be a Dick. Whereas, you know, you're, you're doing [00:46:00] all, all of the, all of the right moves and you're trying to present an aura of positivity with it. And I can see that you wanting to embed that into brands, into micro brands and white levels or whatever it is that you're working on.

[00:46:12] So I wish you well, I'm sure you'll do I'm sure you'll do good. 

[00:46:15] Yash Shah: [00:46:15] I appreciate that. 

[00:46:16] Joseph: [00:46:16] You're welcome. So you mentioned very briefly about your invitation to the drop shipping council. I was going to ask you about that because I wanted to basically, I'm going to talk to anybody on the drop ship and council, just to kind of put the big picture together of how everybody joined that.

[00:46:31] So you said you were invited, which is not what I would've thought. I would've thought that you were going to apply to it. So how did they reach out to why they reach out to, and what is the dropshipping council doing 

[00:46:41] for you?

[00:46:41] Yash Shah: [00:46:41] Yeah for sure, so In a way, yes, I was invited and I still had to apply, I was actually, 

[00:46:50] Joseph: [00:46:50] Oh, I see.

[00:46:54] Yash Shah: [00:46:54] [?]

[00:46:54] by Kamil, the E-com King. I know, I probably mentioned his name like a few times, but [00:47:00] he's one of my really good buddies or he's been one of my really good buddies for the past few months now in the space so. He's actually one of the founding members of the dropshipping council that first got selected to be part of it.

[00:47:12] And he's like, Hey, I think you should definitely, definitely apply. Check it out, see what they have to offer. So I applied, you know, I had like a little bit of a interview, like a little showcasing, uh, but basically it's for anyone who has spent, uh, I believe over $50,000 on advertising collectively, and anyone who has done a hundred thousand dollars or more in sales within 30 days. Right. Those people are eligible to apply to the Dropshipping Council. But yeah, more than that, I think, you know, it's a great community. I mean, when I joined not too long ago to where we are right now, and it's a much bigger expanded and diversified community, you know, we have dedicated Slack channels, you know, for copywriting, for Facebook ads.

[00:47:59] Just a whole [00:48:00] bunch of stuff. You also have exclusive partnership deals with like a lot of content creation companies, a lot of supplier companies, there's a whole bunch of stuff. So I think it's a great network and it just really depends on you and how you want to utilize it, how you women go about it.

[00:48:14] But, um, I think it's a good thing to really tell who's really in it for real, to who really, I know obviously there's tons and tons of people who are making money legitimately, who are obviously won't be in the drop-shipping council, but I think it's still a good trust factor, you know, just kind of having something like that.

[00:48:37] So it's definitely good for my personal brand. That's one of the main reasons I did it just to be super honest, but more than that, To me kind of just super tightly connected in a close knitted group to, you know, all of these six, seven, eight figure entrepreneurs. I mean, you know, Ricky, Hayes, uh, Kamil. Uh, Peter Pru, you know, I've really gotten the chance to network with a lot of people.

[00:48:58] So yeah, that's, that's been [00:49:00] great and I hope, you know, we continue growing as a community. We  onboard some more cool, dope people who are making a lot of money, have a lot of insight to share. So yeah, that's been super, super great to be a part of over the past few months. I think, you know, people should definitely apply if they qualify for it.

[00:49:20] Joseph: [00:49:20] Last week, I got to talk to a Shishir who was the founder of it. And one of the Hills that I don't know if I want to die on, but I'd be happy to lose an arm on is at some point it takes on like a King arthurian and, or like an, uh, uh, like a fantasy vibe where everybody has like the different titles.

[00:49:38] Cause you got e-com King, you got wizards and peace and all that kind of stuff, stuff. I will lose an arm on that Hill. 

[00:49:46] Yash Shah: [00:49:46] I haven't really thought of anything like that just yet. Just my name, my name on YouTube is obviously like Yashizcoo. And it's funny cause it's not like my, my actual last name, which is Shah, but [00:50:00] people actually used to call me that when I was in middle school, for some reason they had that nickname for me.

[00:50:05] So I just carried that over. I think no one really even asked me so far. Like why is your YouTube channel Yashizcoo, but. I just wanted to make it something witty, maybe something different. I dunno. So I just really went with that. 

[00:50:18] Joseph: [00:50:18] Fair enough. We're getting kind of close to the end and I want to get a question out of you, a couple of actionable methods for people.

[00:50:27] So one of your recent videos on Halloween video products have reached nearly five products that are proven winners. So what I'd like to hear from you for our listeners is. What do you do to verify them as proven? And then you also have a workflow where you talk about selling for your store type gender or potential interest in creative types.

[00:50:47] So let us have 

[00:50:48] Yash Shah: [00:50:48] yeah for sure. So, I mean, Q4, these next few months are, you know, the most biggest months when it comes to e-commerce, right? I mean, business orders are making 50 to 80% of their annual [00:51:00] revenue, annual sales within these three months. And I think Halloween is a great mini holiday or mini time to kind of capitalize on having new products, obviously you got to act on act upon them super quick, because a lot of them do get saturated, cause people jump on them fairly quickly.

[00:51:18] Cause you know, people just have so much of a little time span to really sell them. And you know, you obviously got to make sure it gets to them a few days before Halloween. If not at least the day before Halloween. So that's that like even a lot of products, like once you become adept at product research and validation, and once you spend money testing products, you start to recognize like a lot of seasonal patterns, a lot of seasonal trends, even besides seasonal, and you start to recognize like a lot of product criteria, right?

[00:51:50] Kind of becomes more of a gut feeling. You know, you straighten your market intuition, you straighten your market logic. That's just kind of what comes with being in this space for so long. [00:52:00] But I think the biggest thing I do to validate a factor is the product has to be a wow related factor product or a unique.

[00:52:10] Factor product. And that's because if you're going to use Facebook and Instagram to market, you have to understand the platform. Right? Google is more of an intent-based search platform, right? Facebook forums of interrupted market. You're interrupting someone's pattern. Yeah. There's no one who goes like, Hey, like, let me wake up and let me go on Facebook to see if I can find a product today or let me see if I can shop for some products on Facebook.

[00:52:39] No, you know, there's people on Instagram and Facebook looking at pictures of their friends, their family, their dogs, their neighbor, whatever it really may be. So you're interrupting someone's pattern and right when someone sees your ad, obviously the ad has to be good, but right. When someone sees the product.

[00:52:57] They should be like, Oh wow. Like I really need this so that [00:53:00] it, it has to be an impulsive body. Right. That's like the main thing I see within a potential drop shipping product that I'm going to test, like, if I'm selling this, for example, this JBL speaker, Oh, it's another speaker. Uh, you know, I'll probably get that from best buy or Amazon or what's so great about it.

[00:53:19] You know, there's thousands of speakers out there, so that's not really impulsive. And then obviously. If you're like JBL selling it, that's a different story because they're already a trustworthy brand or they're already have a lot of authority and power behind them. You know, it's like dropshippers trying to sell clothing on Facebook versus like Nike and Adidas trying to sell clothes.

[00:53:39] Obviously that's a different aspect of things, but yeah, I think just having a wow factor behind it and having. You know just that unique factor enabled in the product. That's very important to making sure that the product isn't available in retail stores, because more than that, there's a lot of market awareness [00:54:00] created around it.

[00:54:01] If they're already available in retail stores, you know, suggested Big Lots, Walmart target all these bigger retailers. So you want to make sure the product doesn't have a lot of market awareness and it doesn't have a lot of market reach already. So I think those are the biggest takeaways. Just understanding the criteria of what to sell.

[00:54:22] Cause I see a lot of people overthinking about product research and it's really not that hard, right? Like you don't have to reinvent the wheel, especially if you're a beginner, as long as you see that something's working. Now you can go ahead. And hop on there before that curve increases or before that curve plateaus.

[00:54:40] So just think about it like that. And the main thing is just testing. I mean, assuming you have a good landing page, a good funnel of a good ad, you know, the, the product should sell and the more you test quite frankly, the quicker, you know, you'll find that winning product that's [00:55:00] sustainable. That's going to be bringing you money.

[00:55:01] Cause yeah, quite frankly, your first winning product can change a lot of things out for you. You can open a lot of doors up for you, so yeah. Just keep testing and make sure you guys have that product criteria in mind. That's kind of the main thing that I would personally look for. 

[00:55:16] Joseph: [00:55:16] That's excellent. You know, you, you make a good point about, uh, Facebook, uh, intention versus a Google intention because people are looking for something as specific as their heart's desire on Google.

[00:55:27] What I would say I I've been a Facebook user since high school and I'm in my thirties now. I think the one thing that everything, every post, whether it's an ad or a picture from our friend, everything that Facebook has in common is that it's all, discovery-based, it's always about either like a new opinion on something that's going on in the news, or it's the news, or it's an update on a person's life story, like a wedding or their breakfast.

[00:55:52] So ads in that same way, they do fit in the sense that, Oh, I'm about to discover something new. Um, and, and for [00:56:00] me just you know, being somebody who does buy things, uh, often it's discovering something that is drawing attention to an issue that I've had for a long time problem solving. 

[00:56:12] Yash Shah: [00:56:12] Right? Like you won't re like you don't really expect what's about to come in your Facebook feed or in your Instagram feed.

[00:56:18] Just like when you're scrolling through pictures, you don't know what's about to come or who you're about to see or what you're about to see. So I think again, that attention grabbing product and video is important. And if it's a problem solving product, cause obviously like passionate related products are very profitable too, but regardless like people should realize, you know, they need this product, you know, or they need to get it for someone like right now, you know, that's what they should feel when they're seeing that ad.

[00:56:49] And when they're seeing that product, you know, cause there's obviously products that people need. And there's obviously products that people want. I focus more on products that people need. Absolutely. You [00:57:00] know, problem solving product. I focus a lot on personal and healthcare products. People usually invest into their bodies.

[00:57:08] People usually don't think twice to invest into their bodies. I mean, if someone's neck is really hurting, they're not going to go months and years without getting something for it to solve that problem. You know, if they see a really co like a really cool. Efficient neck massager, which was a winning product by the way, a few months ago, they're going to go ahead and buy that product.

[00:57:30] So, um, yeah, I mean, problem solving and conveniency products, they always do well, you know, products that deliver value to people's day-to-day lives. Products that people can use on a day-to-day or weekly basis and products that people absolutely need, you know, they're, they're solving a current task or problem, or they're making that task or problem easier.

[00:57:54] You know, it's saving them time it's saving them, you know, 10 extra trips down the stairs. I dunno, [00:58:00] whatever it will be. Those kinds of products. Usually work really well because they sell for themselves for the fact that they contribute to someone's lifestyle. Right. So that's kind of what I really look for.

[00:58:12] Obviously, you have your passion products for Valentine's day that couples buy, you know, for mother's day. Those are very, very much of a good sell as well. Cause usually people say people buy with emotion just about logic, those kinds of products, people almost fully buy with emotion. There's very little logic that goes behind those kinds of products. In terms of evergreen products that you made want to white label, turn them into brands, you know, look for problem-solving products, you know, look for products that contribute to people's lifestyle.

[00:58:45] That what they're getting in return is more than the value of the product. You know, it's like a Netflix subscription, like people are paying what, eight, nine to $10 a month. But in return, I mean, they can binge watch their favorite TV [00:59:00] shows and favorite movies. And obviously the feeling that they get out of that the entertainment they get out of that is it's almost priceless.

[00:59:07] So that's kind of the same mindset you have to bring on to product research. 

[00:59:14] Joseph: [00:59:14] Exactly. And then with Netflix too, it compels people to use it once they subscribed to it, because they're paying for that month. They need to actually get on that and they need to actually start watching it. And start forming those watching habits, otherwise they're not really investing their money very wisely.

[00:59:27] Yash Shah: [00:59:27] Yeah. It's like a lot of e-comm based subscription models too. I mean, that's like a whole other topic, but that's also very, very opportunistic to sending an actual subscription boxes, a product or products on a month to month basis. Um, the product people are using, you know, producing some sort of delivery or results, you know, they're going to keep buying it over and over again, especially if it's like a personal care or self care product, because again, people are going to invest into themselves, their bodies, no matter what.

[01:00:00] [01:00:00] Joseph: [01:00:00] I agree with that. Uh, hence the, our, our brief expose on supplements. So I'm gonna give you like a wrap up question, you know, the years where like, what do you recommend people do? But before that we've talked about white label a couple of times, and I do want to hear your take on what a white label is. I know I could just Google it, but I do want to hear what, uh, what your take is on it.

[01:00:21] Yash Shah: [01:00:21] Yeah, absolutely. So white labeling is obviously another form of drop shipping too. I've had two white label spores so far one this year, actually one was in Q1 and one very, very recently was another one of my scores. So essentially like you can, technically start out with white labeling white labeling, what that really is, is just. Rebranding that product with your logo on there, right? Let's say there's a beats pill speaker instead of the beats logo or the text on that exact product. You slap it on, like, I don't know if that's [01:01:00] your name, right? So it's just basically rebranding an existing product. With your store's name.

[01:01:05] And obviously you can start out by doing that. But what I recommend is when you gain some consistency, when you gain some traction, when you know, or when there's some sort of proof of concept in a particular product or products, you know, you're selling a hundred, 200 units a day on a consistent basis.

[01:01:21] You know, your profit margins are good. All that stuff is good. You have a big market, you know, it's evergreen. What you can do is you can contact a supplier. You can contact. You know, an Ali Baba supplier, for example, or even a fulfillment center or a VPL service, depending on what they offer. And you can basically order in bulk and actually have, you know, them brand your logo or your brand, your got your website logo on the product.

[01:01:50] So it basically creates more trust. I mean, there's several dropshipping products out there that have been white labeled now, and it just creates more trust because [01:02:00] it's literally branded, you know, and obviously with private labeling, like you tend to manufacture your own product, you know, it's more than likely your concept or your design who may or may not have a patent on a certain aspect of your product with white labeling it's much more feasible. Yes, it's still drop shipping, but at that point, probably how like a fulfillment center, you know, you have good delivery times know the level of tracking information and yeah, I mean, it's really possible to scale, to like seven even eight figures with a white labeled store. I mean, I know there's stores that have been white labeled two years ago with the winning product that are still killing it and they're just expanding their product line and stuff now.

[01:02:46] So, I mean, White labeling is great. I don't suggest starting out with it because you don't know whether that's a product that's going to work or not. You need some sort of proof of concept and then you can go a step ahead and, you know, figuring out like [01:03:00] logistics and infrastructure and all that good stuff.

[01:03:03] Joseph: [01:03:03] Excellent. Thank you for illuminating me on that one. All right. Well, I have taken up plenty of your time and I, and I thank you for, so let's do one, a wrap up question for people who are fired up after listening to this episode, uh, what are the first things you recommend they do, whether to engage with you or it's just engage in general

[01:03:23] Yash Shah: [01:03:23] depending on where you are in your e-commerce drop shipping journey, I mean, you may be listening to this and you may have seen you know, a few people talk about it. You may have seen an ad on YouTube who knows, but the first thing is to learn about it. You know, watch YouTube videos, watch me on YouTube, join my Facebook group. E-comm masterminds you more than welcome to, and you know, contain yourself with the right information.

[01:03:47] Right. I think investing in yourself is the biggest investment you can make. So definitely start doing that, you know, start meeting the right people start watching the right videos, right content joining the right communities. You know, [01:04:00] if you're like a beginner or if you're already starting or if you're an intermediate or if you're an advanced player, obviously if you're an advanced player, You already know what you're doing, but if you're more of a beginner, someone who's already been started into the space, you know, continue like expanding your skillsets.

[01:04:18] I think you should really, really focus on where your biggest weaknesses are. Almost everyone has weaknesses. I was really good at website development or website optimization. You're not developing with Shopify. It's more with themes and whatnot, but you know, I was really good at making my website look good.

[01:04:34] Basically. I was really good at product research and product validation, but my weak point or my roadblock was Facebook ads. Right. I didn't really know how to test products adequately with Facebook ads. I ended up burning a lot of money. I mean, thousands and thousands of dollars my first year, like I was in, I was in debt I think. Things got pretty bad, but, um, You know, just continue knowing [01:05:00] where your weaknesses are and spend time on the right thing. You know, like you could spend four hours on your website and keep tweaking it, keep adjusting it, playing with this color scheme, that color scheme. But if it already looks good and if you're good at it, why not spend your time on product research or whatever else you're lacking in.

[01:05:17] So I think knowing where your weaknesses are and tackling them getting help from someone else who's already been doing that for a long time, uh, will really help you. So it's kind of. You know, putting your resources into like the proper timeframe, you know, or even just obtaining the right intro at the right time, I would say.

[01:05:39] So just be very wary of that. And, um, the goal is to become self-sufficient right? Cause you don't, obviously you may want to expand your team. You may want to hire people, but you as a business owner use an e-commerce business owner. You should know every component. Within your business. Why? Y, you know, so is so, and, [01:06:00] and how, you know, you do something, right?

[01:06:03] Like not only why, but also how you're kind of doing and vice versa, I would say. So just be mindful of kind of those few things. 

[01:06:12] Joseph: [01:06:12] Well, that is a well, that is a fantastic takeaway. All right. Well, Yash, thank you so much for your time. We are going to let everybody go and we will see you guys on the next episode.

[01:06:23] Yash Shah: [01:06:23] Thanks guys it's been a pleasure. 

[01:06:25] Joseph: [01:06:25] Same here. 

[01:06:27] 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, if you enjoy this content and want to help us thrive, please take a few 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. [01:07:00] Finally, this podcast is created by the passionate team at Debutify. If you're ready to take the plunge into e-commerce 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. .


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Joseph Ianni

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