Gamal Codner, Co-founder, Fresh Heritage
The Foundr community is full of passionate people from all walks of life, in the trenches daily doing what it takes to make their startup dreams a reality. In this week’s podcast, we want to shine the spotlight on one of these rising entrepreneurs who we’re especially proud of—Gamal Codner of Fresh Heritage.
In part one of a three-part Start & Scale podcast series, we talked with this corporate-sales-guy-turned-ecommerce-entrepreneur, who overcame some difficult setbacks to scale his business to incredible success. Codner is a student of our Start & Scale ecommerce course, and was able to leverage the principles he learned in the course to grow his physical products business by 30X in just three months.
Before becoming a Start & Scale student, Codner left his corporate sales job to become a successful affiliate marketer. He then joined an accelerator program and decided to create his own ecommerce business. Codner was having some success but it wasn’t until he joined Start & Scale that he was able to use the principles we teach in the course to catapult his business revenue from $2,000 to $60,000 per month.
In this rare interview with an up-and-coming member of the Foundr community, we learn the exact strategies Codner used to create products his audience loves, and take his business to the next level. We are extremely proud of Gamal’s achievements and we are happy to share his inspiring story with you!
- The one thing you must have to scale your ecommerce business
- How new ecommerce entrepreneurs can get their products in front of large audiences quickly
- Codner’s newest content marketing strategy, and how it will help him reach greater heights next year
- A low-risk strategy to testing new products before you launch them full throttle
- The one low-cost strategy Codner wished he had used during the initial stages of his business
Full Transcript of Podcast with Gamal Codner
Nathan: Hello and welcome to another episode of the Foundr Podcast. My name is Nathan Chan. I’m the CEO of “Foundr Magazine” and the host of the Foundr Podcast. Hope you’re all having a fantastic day wherever you are around the world. Gees, things are really warming up in Foundr camp. We’ve got a lot going on. I’m really just excited for 2018 and starting to do my goals and start to prep for that. Hope you are, too. Depending on the time that you’re listening to this, I really hope you’re starting to plan for a big 2018, make it one of your best years yet. That’s what I’m thinking about.
Anyways, let’s talk about today’s guest, Gamal, and also this fresh kinda cool segment that we’re doing and I’m really excited and pumped about. So we’re gonna do a three-part series guys. In the trenches, entrepreneurs and founders in the Foundr community. Now, what makes this really cool is you guys always asking, “I want more kinda everyday entrepreneurs, people I’ve never heard of.” So what we’ve done is we’ve chosen three superstars in the Foundr community that have enrolled in one of our courses, Start & Scale Your Online Store by Gretta Rose van Riel. It’s this course that she taught for us and basically she teaches her framework on how she’s built, you know, tons of multiple seven-figure businesses, in particular,how to build physical product based businesses using Shopify and selling physical products online. She’s a superstar, at least, this is someone that you guys ask for.
We’ve had so many students but we just want to handpick a couple in the trenches and just really, just show everyday entrepreneurs like yourself. Not saying that Richard Branson isn’t an everyday entrepreneur, but you guys know what I mean. Gamal has a fantastic story. He runs a company called Fresh Heritage, and we’re just gonna leave it at that, but he has blown up his business. He’s 30x in three months since doing the course. If you wanna know more about that, you go to foundr.com/ecommerce. But that’s it from me guys, let’s just jump right in.
The first question I ask everyone that comes on is, how did you get your job?
Gamal: This job as an entrepreneur?
Nathan: Yeah, how did you find yourself doing the work you’re doing today?
Gamal: That’s very funny you ask that because as we were talking a little bit before, I was in corporate sales for a while, had a pretty nice job, six-figure salary, made VP in my early 20s, and things are rocking and rolling. But I met a mentor, which is something I tell everyone to get, and he is on private equity. He’s buying and selling, and flipping companies, just like people flip cars at homes. And I started working with him after work, and I was enjoying that a lot more. So I prayed and asked God to, you know, kind of show me a sign, I’m like, “Hey, God, you know, I really wanna be an entrepreneur. Give me a sign. Just let me know what I need to be doing.” And he answered my prayer. In the next 30 days, God got me fired from my job. And so, that was it, haven’t looked back ever since. I left my job and I started being a full-time entrepreneur. I was glad it turned out that way.
Nathan: And, like, how did you get fired? What exactly happened? Like, you weren’t performing, not meeting targets, or have a falling-out with your boss, or what?
Gamal: Yeah, I ended up having a falling-out with my boss. I was really good at building relationship in sales and I just found out some stuff that my boss is doing. When I approached her about it, she didn’t like how misdirect I was about that and end up letting me go.
Nathan: Yeah, wow. So, how long ago was this?
Gamal: This was in 2014.
Gamal: So about three years ago.
Nathan: Got you. So, lost your job, what was your plan B, like what happened next?
Gamal: So interesting. My mentor told me, you know, if I was gonna try to be something, be something really big. And so it just kind of worked out that I have, like, a 30-day kinda leave in the warehouse, not getting paid but I didn’t really have to come to work. And so, during that time, I told myself that I was gonna try to buy a company, just like my mentor did. And so, within 45 days, I found a company for sale and negotiated the rates, and then went out to go find the commitments to buy the company that was about a $10 million dollar deal. And I ended up getting all the commitment from the banks and the high net worth individuals to acquire this $10 million.
Nathan: What was the company? Do you mind sharing?
Gamal: Yeah, it’s cool because, funny, that story didn’t end too well. It took me about nine months to negotiate everything and get all the attorneys and CPAs involved. And then at the end of the journey, the company was in the oil and gas space that were a services provider in Oklahoma, we were supposed to get some documents on a Thursday, but we didn’t, we got it on Friday night. And so the closing or wiring of the funds ended up being pushed back over the weekend, so Monday morning, and on Saturday, oil hit an all-time low. And so the bank who had committed a certain amount of the capital pull out of the deal. And so that deal turned out not to work out and left me on the hook for about $240,000 in debt worth of deal transaction expenses.
Nathan: Wow. So what happened next? Like, how did you feel, man?
Gamal: No, I probably crapped for a while, to be honest. I don’t think I left my house for about a week. The girl I was dating at the time who’s now my wife just kind of told me to snap out of it. And so that’s what I did. I figured some stuff out and reached out to everyone, kinda told what the situation was and that I didn’t have the money really to pay, went and asked if we could work out a payment plan. And funny enough, everyone who I owed some money to in that deal figured out a way to wipe it clean. And so a lot of these folks are my friends or people who I knew personally, like I said earlier in the call, I’m really big on building relationships. And so they just wanted to support me and my dreams, and so they figured out a way to wipe out the debt. And so, by January, this happened in about this time in 2014, and by January 2015, all of that stuff was forgiven.
Nathan: Yeah, wow. Man, you got lucky, dude. So what happened next?
Gamal: Well, I’ve been playing with internet marketing in part time, the whole time doing some Facebook ads, running paid traffic video vine, doing something called affiliate marketing, and I just figured, you know, January, that November wake up call, seeing the six-figured debt line every morning when I got up for a week, I’m always like, “You know what, I need to just focus and throw some cash and build something up.” And so I just stayed in the office, man, and worked like super hard through January. And I had launched the campaign that I allowed to kind of go viral. And by February, that thing is bringing in six figures a month.
Nathan: And this is for what product? And so this was this year, yeah, or last year?
Gamal: No, that was 2015.
Nathan: Yeah, okay. And what was the product, what was the brand, what was the company? Like, tell me about that.
Gamal: Yeah, so I was doing this thing called affiliate marketing, which is essentially kind of private label advertising where folks who have a lot of brands in the consumer health and beauty space but needed to get people to get their product out to people would hire folks like me to run traffic paid Facebook advertising for their product, and I would just get a commission, just like how, you know, Amazon is one of the largest affiliate program, but this is for a private label product. And so I got a set price for every product I sold and I just really found a way to launch a viral campaign on Facebook and I just took off with that. So every day, I was, you know, getting a couple hundred sales at one point and that worked out really well for me.
Nathan: I see. And what happened next?
Gamal: That went on for a while. That’s been the same company that I’ve been building now. I took a hiatus. I got accepted to an accelerator, tech accelerator program down here in Georgia based on the Georgia Tech, one of the top universities in the Southeast. I got into this accelerator called Flashpoint and I so I took a pause working on that. And I had saved up a good amount of money and I went to that program because I wanted to learn some skills. I’m really big on education and speeding up my learning curve. And that program has been very successful in training entrepreneurs to go out and see the world, to go after the next big idea. And for example, it’s a fairly new program, it’s been about six years open since at the time when I attended, and the first few entrepreneurs that went through there went on to build about over $1 billion worth of value in the companies they created after Flashpoint. So I just wanted to be a part of that environment and to learn some of the techniques that they were showing. And they kind of coined the start of engineering process for you to be able to validate your ideas, to really resonate with the consumers, and to scale your companies really fast. So I took a pause and did that and I got out of that program in late 2016.
Nathan: Okay. And, like, so you were doing that program, and what were you doing to get by? Are you still doing the affiliate marketing stuff?
Gamal: Well, a little bit, fortunately. I made a good enough amount of money where I was able to live off of my savings. I just really tend having and focused on that full time to really get the maximum value out of attending in a program like that.
Nathan: And that’s where you launched Fresh Heritage?
Gamal: Yeah, right after that program, I was able to kind of look at the world in a, you know, “this is the problem, this is the solution” type of mentality, and I essentially launched Fresh Heritage because I, as a person of color, had a beard and was really struggling to find high quality products to groom myself with. So I recognized that in the world. And then I was already selling health and beauty products for people as an affiliate, so I knew how to go out and really grow and scale companies fast. So I was like, “Hey, why don’t I do this for myself in this super niche that I have a problem with?” I could resonate with my consumers, I know all the problems that they’re going through because I live it daily, and this is gonna be something of value to these consumers who are just like me.
Nathan: So, how did you validate that product? Because one of the reasons we’re having this conversation was because, you know, and I talked about it more on in the intro, but you know, you enrolled in one of our courses, and it was by Gretta and it was the Start & Scale course. And I’m curious, like in that course, we go through validation and all those kinds of things, but it seemed like you’d already validated your product by the time that you enrolled in the course.
Gamal: Yeah, I started doing some of that validation at the top of the year. And I can get into the difference, like the validation techniques that I learned while at Flashpoint were really great for just everything in the world, like general world ideas. And then, so I had it pretty validated. When I started with Start & Scale, the technique that Gretta and you guys shared there were really good validating, specifically for e-com, and there was a slight difference. It may not sound like a big difference here, you know, those of you who listeners of the podcast, but it really helped fine-tune things a lot more, believe it or not. And so, like for example, I knew I had this problem and, before that, what I did was I went about interviewing people with these discovery interviews, where I ask specific questions to find out if other people have this same issue that I had with the lack of high quality grooming products for people of color, especially people of color with beards. And then some of the techniques that we learned while at Flashpoint that I used throughout this process is just operating in the negative, and I’ll explain what that means.
So, normally, when you come to your friends who you normally go through to talk about your idea, which is the wrong person to talk to if they’re not your consumer, you normally pitch someone your startup idea and it’s almost like you’re a baby, all right. And so they didn’t see how passionate you are about that, I mean, how many hours you’ve spent trying to work on something. And so it’s really hard for a friend to really tell you the ugly truth about your idea. And so one of the techniques, just like, you know, if we have a friend with an ugly baby, like they’ll ask you, “Hey, how’s my baby?” Like, you’re not gonna say that because you know your friend loves their baby. That would be rude, right, you’d be an asshole. And so one of the techniques is to operate in the negative in which when you have conversations with people, you let them think that you want them to say the opposite of your true intention.
And so when I was validating this product, I would have conversations with people and ask them if this product was a waste of time and if this product wasn’t needed and if there are, you know, so many other options in the marketplace. And I made it seem like my idea was to do something opposite, and I got a lot of pushback from that. And so people are actually telling me that baby was ugly and that I needed to create Fresh Heritage because that was something that they were struggling with.
Nathan: Interesting. So what happened next? Talk me through, like, so you validated the product. But how did Start & Scale help you on another level of validation?
Gamal: Absolutely. And so I knew that I needed to build a product but then I knew nothing more than that. And so, after Start & Scale, or between then and Start & Scale, I’ll touch on that too, what I ended up doing was I created a landing page with a product mock-up and I allowed people to go in there and purchase the product even though we didn’t create it yet. And so we’re testing out different pricing points to see what type of conversions we can get, and then we launched a product. What Start & Scale helped us to realize is that the use of giveaways to really try to see what types of products appeal to people and then also how to communicate with our consumers. There was some really cool upfront just about branding stuff, like the type of voice, really visualizing your customer. And in that process, I realized that there are customers that were also not like me who are possibly interested in this type of product, and that was actually one of our most profitable campaigns on Facebook as well, some of these other groups of folks who weren’t necessarily like me. And so Start & Scale helped me realize that, just like really settling on my customer persona and realizing that the customer was like me but they’re different in other ways. And I don’t think I would have seen that as fast had I not gone through that program. And like I said, that discovery led to one of my most profitable verticals with some of our campaigns.
Nathan: Interesting. So, like, when you enrolled in the course, you had validated the product, you’re making some. So what I’m really curious about is, can you talk us through like how you’ve, you know, quadrupled, like, I think you’re 20x, 30x from when you started. What were the key components, for anyone that’s listening that is looking to grow a physical e-commerce product business that obviously the course helped tremendously and, you know, we can go into that as well? But what were the key elements, I think, that would be really helpful for people? Because, you know, Gretta is a superstar. She’s done this multiple times. She’s really, really struggled this and she did details on the course. But I’m curious around, you know, in that space because you crushed it, man, like, in three months, you’re like 20x, 30x your business.
Gamal: Yeah, like, I was, you know, I validated the product, I made them to sale but there wasn’t anything like what we’re doing now. Between enrollment and the course, like pretty much year to date, we’ve definitely done six figures in revenue and it just keeps growing every month. And realistically, one of our problems has been keeping inventory because when I launch some campaigns, you know, we’ll double, triple our daily revenue and I’ll run out of stock faster and I have to slow things back down. So that’s one thing that we’re working around. One of the things that, for anyone starting off, for anyone listening to this, I definitely invest and learn into paid advertising. I think paid advertising is the quickest way to scale up and grow your business because there are so many companies that have the coolest stuff that no one knows about. And there’s a slow process of building up your follower, building up your email base, building up your Facebook group.
And there are some hacks to be able to do that a little faster, but the biggest hack is just figuring out how to spend that dollar on an ad and make it more than a dollar back in revenue and growing that profitably. And that’s what I figured out early on. That’s what my only focus has been, how to spend a dollar and make more than that back in revenue and in profit. So, you know, if I had a million bucks, I know what to do with it because I know pretty confidently where I could spend that money profitably and grow the business at the same time. So I would definitely leverage some of the things that you guys talk about in the course, like tapping into influencers, and then using that content and scaling that content and amplifying that content through the use of paid advertising in Facebook and Instagram.
Nathan: Interesting. So when it comes to, like, let’s say you’re a solopreneur, where you’ve just validated your product, where you’re just working your product, you validated it, you don’t know anything about Facebook ads. Let’s say, you know, because some people find the platform even intimidating. Do you recommend using an agency or doing it yourself?
Gamal: Starting off with limited budget, I definitely would recommend you learn it yourself because I have a lot of friends who reached out to me and asked me for help on stuff. I’ve actually taught some folks some stuff. And some of my friends have actually went to agencies and some of these agencies, like, you can’t trust everyone. And unless you’re going to a really reputable agent, agency, they’re gonna charge you a lot of money. And so, if you’re going to a guy who, on a startup shoestring budget you can afford, you just have to really make sure that they’re not taking you for a run. And so, if you’re starting off with a small budget, you can just learn in the basics. You can really do some advantage and amplify your growth a $5 to $10 a day budget. And that’s something you can control yourself, just testing things out.
Nathan: Interesting. So, you know, one thing that I’d always try to do when we’re doing interviews is we try and make the content as evergreen as possible. And I’m really curious, like, so besides PPC, what other things have you done to scale your company? Because, like, you know, whether it’s Facebook ads today or Facebook ads tomorrow, it might be LinkedIn ads in three to five years. Like, there’s always going to be channels that you could use to pay to acquire a customer. But I’m curious, you know, is it purely being Facebook ads? What other things have you done to scale? What kind of stuff did you do in the influencer marketing which [inaudible 00:21:19]?
Gamal: Yeah, so, well, first of all, like, Howard just texted us the other day, you’re not gonna scale a business if you have a crappy product. So, like, the first thing is to make sure that what you’re putting out there people find valuable, and the best businesses, I believe, solve problems. And so I did a lot of time figuring that out. And so when I amplified our content with PPC stuff, where I gift the product to an influencer and get a video or picture in exchange because they genuinely like the product. And so, some of the things that I’ve done is really try to get a lot of social proof and then using that content to amplify. So really big on reviews, incentivizing folks who use reviews, like there are some, after people buy, we would wait a certain number of days and then we push out a request to, in exchange for a gift certificate to our store, to leave some reviews. We would reach out to people individually. If we notice people a lot, more than once, which a lot of our customers are repeat buyers, there’s some folks who bought this thing seven times already, and we would ask them to do a picture review or a video testimonial.
And then we would then put that as our ad to amplify that video PPC, and then we tap into a couple of influencers, like celebrity bloggers who are in the urban space and people who have a lot of credibility, like a lot of black doctors with beards. We just create a content from those folks or people who people would look at and hold in a high standard. And that’s all we did. We just got social proof of a whole lot of people enjoying the product and trying to get as much content about that as possible. And then we went to people who had a nice reputation who are influencers in various spaces and who are credible influencers and use that content to just get people to try it. Because we knew, once people tried our product, they would love it, but, you know, it’s that first time getting people to try your product, that’s the tough part. And so social proof and credibility and influencers are really helpful in getting people over that initial hump.
Nathan: You know, that’s really interesting. I agree that, when you have a new brand that enters the space, you need to have, like you need to just knock over that domino of, “Do I trust this company or do I trust these people?” So using social proof, you know, the law of reciprocity, all of these things, just from influence, like the book by Robert Cialdini, this stuff is gold.
Nathan: Yeah, okay, interesting. So talk to me about what is next. Because your business is growing very, very fast, it goes up and down, right, like any, you know. So you ride the wave, what is next?
Gamal: Well, great question by the way. So the next kind of chapter is to bring additional markets, the products to market. We’ve been growing so aggressively with this one product and our consumer have been really asking us for additional product. So we’re in the process of bringing in some really just cool products that our demographic hadn’t seen before, bringing out to market and making that affordable for our folks. So that’s one thing we’re focusing on right now. And for 2018, it’s really about creating really cool and educational content. That’s pretty important to us. I’m not sure how much of the news you’ve seen in Australia, but one of the things that our company’s culture has a subtle undertone of is this change in the way that society views people of color, more so in a positive light.
So in our social media, in our content, we typically find folks who are really killing it, other entrepreneurs, professionals, doctors, lawyers. Those are typically our customers. And so we feel like it’s our part to highlight these individuals in some of the content that we’re doing. And so next year’s course is to just really put up a lot of content that our demographics could consume and it’d be valuable for them. And then, also, using that content to just promote in a subtle way, we’re not like a political company, but just in a subtle way some of the great things that, you know, underserved ethnic minorities are doing right now, you know, and these people are our customers.
So we’re launching a series, for example, we’re launching a series called “The Man behind the Beard,” and we just filmed two folks. We are hand-selecting couple of people who are really killing it in their industries. So we’ve got a doctor and we have a celebrity trainer that had just been making a really cool name for themselves. We just wanna highlight some of the things that they’re doing, some of their givebacks, some of the things that most people don’t necessarily know or recognize about them. We just wanna give them an opportunity to share their story into such fun and exciting way. So that’s kind of what’s next for us. We’ve got really cool content and we’re launching other products.
Nathan: Yeah, that’s cool, man. And when it comes to SKUs and launching new products, that can get really expensive, especially, you know, you’re spending money on PPC so you’re allocating a fair amount of cash flow, I guess, to your PPC. And when it comes to your PPC as well, you’re acquiring customers profitably on the front end, correct?
Gamal: That’s correct, that’s correct.
Nathan: Yes, okay. And so, doing all the SKUs and stuff like that, it can get expensive. So how do you know, I’m curious, what’s your rule book around, like, minimum order quantities, or what’s gonna be the process of testing and knowing, like, really nailing them, and how many, how fast? So talk to me about that.
Gamal: Yeah. We are adopting a pseudo-Kickstarter model for that. And so I picked up this philosophy from Start & Scale actually about, you know, starting local, just getting a couple of product, even if they’re not at the price per unit that you want but it allows you to really be risk that SKU and you only spend a couple of dollars buying a few unit to see if there are consumers who want it. I’m actually taking it a little bit further and just conceptualizing the product and launching that email up to some folks and running some ads to it for a pre-sale to test the types of opportunities that we have. And so for this product, one of the products that we’re coming up with is a really cool shampoo and that’s exactly what we’re doing. We had an artist draw up a mock up and a design that looks really cool. We knew what ingredients we wanna put in it. We just start running some slow low-budget traffic to that just to see how our consumers would respond. And just like how we launched, we put something up on our landing page that was on our Shopify site and saw how many people would buy. We’re doing stuff like that now with new product ideas. So that allows us to try to figure out the type of demand and we could compare that conversion to the product that we have now.
Nathan: So new SKUs, how are you producing, you don’t have to go to the full depths because I think that’s a big thing that, and I felt it too, is like, you know, we started really getting the physical products as well, printing magazines and books and all sorts of things. Yeah, like, that’s one thing that I’ve found even still, you know, with an audience, all these things that we have going on, I’ve found that the whole process around producing a physical product quite intimidating. So tell us, like, where do you get the item produced? Talk to us about that, and how hard, how easy is it?
Gamal: Yeah, so it’s gonna take a lot longer than most people think. You kinda underestimate this process but actually it’s freaking difficult and time-consuming, if you only get something quality made. And so, you know, that old saying, “You could get something good, fast, or cheap, we can only pick two,” and so we live that through the past of couple months. And so our story kind of started to a trip to Africa actually. Right after I got out of Flashpoint, my brother and I visited North Africa just to learn more about our heritage. And while on that trip, we discovered some of the oils that we included in our first products, that created a whole lot of difficulties in sourcing and creating the product. We ended up staying at an Airbnb, which is super cool for cultural experiences. Anywhere we traveled, we like doing that. And we got some time to just meet some of the community elders and learn and meet with some of the farmers and the pharmacy people, and so we got in contact with them. And when we came back to the States and started this project, we reached up to them and wanted to use some of those same oils that they shared with us in our first product. And so we had to find a manufacturer here in the States who has access to them and would be willing to do that to create our first products. So that ended up taking a little bit of time to make sure that process was down and we had everything correct.
Nathan: I see. And do you still…you said, yes, you’re following the Start & Scale process, manufacturing locally, and then, as time goes on, you can outsource overseas.
Gamal: So right now, we’re still doing that inside because our product is natural and organic and the manufacturer that we used has all those certifications in place.
Gamal: So for this product, that’s gonna be a little complicated, so we keep that overseas. But for additional, like tools and things like that, that’s a great model. But for us, what we’re doing is just trying to negotiate better pricing and building a long-term relationship with this particular manufacturer to get some of the same benefits of outsourcing overseas, cost per unit.
Nathan: Yeah. And what about fulfillment? So you guys are fulfilling it off still yourself or using a center?
Gamal: Oh my gosh. That has been such a pain and also one of the things I turned to Start & Scale, try to figure out customer support and fulfillment. That was a pain in the butt. Literally, we’d be taking twice, three times the amount of calls month over month. And so the first thing we did is we outsourced customer service to part-time person who’s virtual. And then on fulfillment, we recently outsourced that two to three weeks back, we were doing fulfillment out of our home up until then. So that was pretty crazy.
Nathan: And so you produce the product locally and user fulfillment in locally as well.
Gamal: Correct, correct, because for us, customer experience is really important. So we wanted to kind of, you know, not make those important pillars of our business too far and out of a different time zone. We wanted to make sure everything is still pretty responsive while we build out.
Nathan: You know, that’s smart. And well, look, dude, we have to work towards wrapping up. I have a few last questions.
Gamal: Okay, cool.
Nathan: I’m really curious around, I guess, if you were to start again from scratch, what would you do differently? Because I know you’re doing some affiliate marketing stuff and now you’re building Fresh Heritage and you’re building an amazing brand with that and you created this Corp, all these insane content, and I’ve seen some of it. It’s really, really well done. Like, what would you do differently?
Gamal: In my journey or just Fresh Heritage?
Nathan: Yeah, if you would start again from scratch, wanting to build a physical product based business.
Gamal: Okay. There’s not much, man. I wish I would have learned about Start & Scale way back when, you know, when we were doing our initial discovery because one of the things that really took off for us as a result is we created some content and we’re amplifying that. But what really took off is when we tied in influencer stuff. We had an influencer, who has a lot of credibility, create a short video, nothing fancy, just on an iPhone 6, and I launched some ads to that. And that thing has taken off. We’ve got like 1.6 million views on Facebook for one of his videos. And so tying influencer marketing a lot sooner in the process and using some of the validation ideas to really find out who our consumers are earlier in the process definitely would have helped.
Nathan: Awesome, man. Well, look, dude, you don’t have to give us that much props but I reckon it’s a pretty based course. If I do say so myself, why you are boss.
Gamal: By now, man, trust me, all your content is cool, and this one definitely helps. I mean, the numbers don’t lie, right. You saw what I was right before the course and saw what happened, you know, shortly after. And so, you know, there is some of my process and, like, the growth hack and stuff in there, but I think you can’t grow, pack, or sell something that nobody wants. And some of these methods of just making a product seem more appealing and tapping into the influencers were really what I was missing from affiliate marketing. That was kind of the missing key to helping us take off. I mean, I am telling the truth when I say you guys helped me out. I’m just glad that you made the coursework and the content. We really definitely benefit from it.
Nathan: Well, man, that’s amazing, dude. It’s really cool and really humbling to hear and see, like, student success and the people in our community. And like, it was crazy, that competition that we run, it’s just absolutely insane, some of the results, people grow. But, man, look, we have to work towards wrapping up. My final question, well, two more questions. Question number one is, you know, is there any parting words or pieces of wisdom that you’d like to share with anyone listening? And question number two is where’s the best place people can find out more about yourself and also Fresh Heritage and your work?
Gamal: Yeah, absolutely. So, parting words, that’s a great question, I will just say, for those of you who are listening to this, like I once was, and you have that cool idea that you’re thinking about, definitely just go. Just go. My kind of word that I live by as of late is done is better than perfect. And I will just start sooner rather than later. For those of you who are thinking about launching a physical product business that are, you know, a couple of steps down the road with it, I would definitely learn and invest in learning PPC, Facebook, and Instagram right now because it’s just hot and it’s a great way to amplify your company to get your messaging, your brand in front of people who wanna know about it. And so that window may not always be there. Like you said earlier, it may be in LinkedIn one time, it may be YouTube, or Google. But right now, it’s definitely Facebook and Instagram, and I would, you know, invest some amount of money in learning. There’s a lot of free content on YouTube which you could just watch and learn a lot more than you know now. So that’s what I’d recommend, you know, as parting words. And if people wanna find more about me on social media, I’m just Gamal Codner, G-A-M-A-L C-O-D-N-E-R, and our company, freshheritage.com is on social media, @getfreshheritage. And so, yeah, follow our brand, follow me. Love to get to know you guys a lot more. Shoot me a DM and we’ll take it from there.
Nathan: Awesome. Well, look, thank you so much for your time, Gamal. It’s been an absolute pleasure, man, really to connect with you and just watch you grow your company. And congratulations on all of your success. It is well-deserved. And, yeah, thank you so much for taking the time to speak with me, dude.
Key Resources From Our Interview With Gamal Codner
- Check out Fresh Heritage
- Follow Fresh Heritage on Instagram
- Like Fresh Heritage on Facebook
- Learn more about the Start and Scale Ecommerce Course