How To Scale And Automate Your Online Business #Best Education Page #Online Earning

hey everyone this is stefan from

projectlifemastery.com and I'm here at

cellar con in Orlando and I'm being

joined right now by one of the speakers

who is erina O'Sullivan who is the

founder of systems culture impact Thank

You Erin taking the time I thanks so

much for inviting me ma'am yeah so you

work with a lot of Amazon sellers a lot

of online business owners on how to

systematize their business how to

automate it how did how to bring in help

and and I should be able to scale up the

business mind sharing with people a

little bit about your background and how

you got into doing that absolutely so I

start off in doing Amazon in 2013 and I

was it was actually asm1 which got got

me into and I was I was working in the

far northwest of Australia in the mines

as a construction laborer to get my

green card so I got my residency and I

was there for like three years and I was

like this is too much work it's like

14-hour days outside in the heat it was

no fun right so I was learning about

affiliate marketing and came across ASM

and Amazon and just went full
in and you

know consumed the course implemented

like crazy and just consumed all in a

ton of other courses and Amazon and my

business too kind of took off after like

five months I quit my job and then and

then really I was like a kid in a candy

shop I was launching new brands no

products they might open up new

marketplaces and quickly what happened

about about a year later things started

to plateau and then decline and I was

freaking out I didn't know what to do I

had no leverage

I had no team organized systems I had

nothing I was like I didn't know what to

do but it kind of took me a while to to

kind of join the dots but you need

systems ain't no to grow your business

and to enjoy life at the same time

because ultimately what happened was you

know I I broke a promise to my daughter

you know I didn't show up I canceled was

a fire style my business and at that

point it was like no she was she lost a

bit trusting me and that kind of broke

my heart and I was like something needs

to change and that's why I just went

all-in in systems and processes and and

whatnot so

that's how it kind of begun i met my

business partner at an event and at the

time we just we had a couple of drinks

had a good time and he was like let's

start a business so he went to the

philippines started to build you know

large team and he said come on over and

it was my job to build all the systems

and processes for the team of 45 staff

to run like over ten brands hundreds of

products and what caused all these

marketplaces so kind of figured out what

worked and what didn't work through

failure to run this and and i've been

helping people with the systems and you

know operations of the amazon business

since very cool i know for myself but

also for a lot of people and I'm sure

yourself too when you first start a

business not just Amazon but any

business often you're wearing all the

hats you know it's almost like you're

got a sports team and you're playing

board and defense midfield and goalie

and coach and like you're trying to do

everything and I think for a lot of

people obviously that is overwhelming

and also it's not scalable either and

often we start a business so that we can

create that freedom for ourselves and

not unless you learn how to systematize

and and do what you guys teach and what

you guys are about a lot of people they

still remain a slave to their business

you mind just maybe sharing a little bit

about that that kind of process that

someone goes through and how they can

start and at what point should they

start to really think about

systematizing and hiring and removing

themselves from a lot of the operations

of the business absolutely I mean it's

it's gonna happen to it happens to

pretty much everybody at some point and

if it's not happened to you yet if you

don't start to offload tasks and to

start you know really focus on what's

valuable in the business and get

everybody else to do the rest and your

business growth will slow and it will

plateau at some point unless you kind of

do that because you're you frankly

you're maxed out and you know yes your

business could look great from the

outside forever new is great but frankly

you and I both know how hard you're

working for it so there's a there's a

better way and I recommend people

getting started as early as possible to

be honest you're gonna be doing these

tasks anyway so you might

just hit record and have an archive of

training being built up as you did it

it's really it's not that hard to to to

get started really would you like me to

talk about the process of evil race yeah

okay cool so what usually happens is you

know we get started we wearing all the

hats you're the technician you're doing

you know the the pot wash you're there

the bookkeeper you're doing the customer

so you don't all this everything so what

quickly happens is your daily workflow

can you know fills up and you're stuck

fighting fires things that come up as

the business gets more complex you're

added new products new marketplaces new

brands and all of a sudden the complex

is kind of crazy and you're reacting all

day and the actual productive business

growth work that you do is you know like

really small so I think t hey Becca said

that most startups especially startups

spend 60 to 70 percent of their time on

operations instead of the leader

spending down on marketing sales so that

translates in the mark in the Amazon

Motors she's been working on ranking

your products to page one you know

building a list of Facebook and Google

that's open up new sales channels that's

building relationships with influencers

things which most creative entrepreneurs

want to be working on the the visionary

stuff the strategy and just get you know

get all the other stuff off your plate I

think weird most people are not inclined

naturally to just be you know programmed

that way to just offload stuff and

gather people to do it most people start

this business coming from a

working-class employee kind of frame

like mindset and you know most people

are not you know program that way yet

and that's the nastic the challenge yeah

but how to start doing this stuff you

know what I'd recommend is number one -

you need to create you know a big list

of tasks that you do because what

happens is one of the biggest mistakes I

see is people try and hire a VA before

they've got stuff prepared and when that

happens they bring on a VA or they bring

on a team member and there's a couple of

tasks they give them and then they

spoon feeding them yeah and they become

a liability not an asset and it's

another to do on their to-do list so

before you even start looking for a VA

you need to just basically prepare a

list of things just off load if this is

the first hire them

you know download track and rank your

tasks so that's number one

so we talked about in the presentation

yesterday and basically a lot of people

you know wasn't even aware that you

first download your tasks from the

previous month or the few weeks and just

get clear on you know exactly what

you've been doing you can look at your

project management software you can look

at your to-do lists Google Calendar just

build up her if your entry of stuff you

even journaling it just having an

awareness because often we do things

that we don't realize take up so much of

our time and it's not until you actually

write write it down like why am I doing

this I can get someone else to do this

for me tightly my it honestly it it

literally was revolution for me so I

doubt you download your it tasks all the

stuff you do then you track your time

this is like it's not sexy by all means

but people don't want to do it most

people entrepreneurs especially think

that their way is the best way and you

know in it that's a human ego right and

it's not not some that we kind of easily

accept that maybe there's you're doing

it a really inefficient way so I'll

recap so download first over the last

few weeks just get a Google sheet and

download all the stuff and the second

thing is to track your time for I

recommend it for five days so every time

you you open up in another Google sheet

every time you switch tasks just put the

time it took it could be like personal

or professional so it could be like got

an email got made of coffee takes three

seconds just to note it down but at the

end of the day you can see it's it

literally like dented my pride keeping

my ass it was like it was a really it

changed my life

ultimately because before that I thought

I was really productive and I was like

the data doesn't know that it's like

mind-blowing and then from that you can

make a change so download

and then you've now got data from the

last few weeks and then five days and

now you can just compile that into one

big list which is at the top of the list

it's gonna be a high frequency task the

things that the high frequency and low

value the things that you can just get

rid of and these are the things that

irritate you you know you shouldn't be

doing yeah you know everybody's got them

things right here totally and then

basically just draw a line under the top

ten or fifteen and natural natural

strike list to get rid of and never have

to do again so that's how you prepare

the list and the next time so now you've

got the list of prepared the next thing

you do is when you're gonna do that task

you're just gonna hit record and and

then always some tips for like how to

record good videos to offload stuff

always give context first so you know as

soon as the VA will press play you've

given them context so that's this is the

outcome this is the purpose this is when

it happens and this is the quality this

is a six crop success criteria so this

is what a great standard looks like and

you cover that at the very start the

video so if the VA presses play they can

understand the outcome their purpose

when it happens and what great quality

looks like if that procedure changes

then they really know the outcome so

they don't have to come to you and be a

bottleneck to see what to do next

because they know the outcome and you're

training them to thinking in terms of

outcomes when they've when you're given

context when you recorded the video and

you actually show them how to do the

task and you hit stop and then you've

got something to point someone to you

got a training video totally what you

use so as some sort of screen capture

software like Camtasia or castra um

there's I recommend use looms are great

great free tool so to use loom communes

live yeah so it's amazing

and there's also Snagit which is by

TechSmith which is which is more for

like these sop videos and stuff so

that's standard operating procedure yeah

a few viewers yes yes a where so once

now you've got a list of tasks

and we're going to you're building up

this archive of videos from this list so

you you know you're gonna do the task

anyway so you might as well just hit

record and now you've got a list of

things to hand somebody when you bring

somebody on and when you do bring

somebody on the first time they actually

action that task they're gonna create a

standard operating procedure the first

time they do it which basically it's

going to deepen their understanding it

means that you're not going to just let

them go rogue in your business and start

implementing stuff the second thing

you're gonna have an SOP so you don't

have to create them ever again because

frankly is that's one of them for tasks

that leaders should be doing and then

ultimately is going to increase the

valuation your business which is what

most people are in this game for it's at

some points are making X in and cash out

and and basically you know get rewarded

for the hard work so reduces the risk

for the buyer increases in multiple so

got it so essentially your credit you

have now a training video that you can

then use to to Train anyone that you

want to bring in virtual assistants or

whatnot you have an SOP standard

operating procedure so it's like this

step by step by step document that the

virtual assistant is creating so that

they can you know really create that and

I think one of the biggest benefits of

that too is you don't become so

dependent on just one person because I

think a lot of people when they hire

someone on their team it's like if that

person leaves then what do you do and

like I look at the big businesses like

let's say McDonald's right they've got

such amazing the systems that they can

pull off pull a kid off the street

fifteen years old they can do you know

create a level of consistency amongst

what they do and even if there's high

turnover they they just plug more people

in and I often think I kind of relate

this to sports sometimes too because I'm

a big basketball fan but um I look at a

team like a popular team that's really

known for this is the San Antonio Spurs

where they have really good coaching and

really good system that all the players

play within versus if you take a team

like LeBron James is AMA Cavaliers he is

this

it's like if you remove him than a team

takes versus you know the San Antonio

Spurs it's like a collective effort and

even if they lose one player they can

plug in another one for that role and

and that's how they've been able as a

sports organization to be able to be so

consistent year after year I know who

what I'd rather have yeah I'd have a

team that I just consistently work and

work together as a place of one star yes

right but now McDonald's are the Masters

McDonald's basically you know basically

with a the real pioneers in a Ray Kroc

took it from the McDonald's brothers and

just create that system that's actually

what you know some of the concepts from

that I teach the people I helped but you

know from the classic book II myth if

you guys have not read it you want to

read it because it's you know

game-changer but they talk about what

what happened there with McDonald's and

Ray Kroc and he basically recognized a

huge opportunity you know with the

McDonald's brothers burger business and

then he just thought okay how can I

create a duplicate of all model which

will to take anywhere in the world you

think about that you get the same

consistency flavored food the experience

is the same everywhere it's just because

of their systems got it so when someone

that has has done the this process that

you share they've created the SOP and

the videos and everything how would they

go about hiring a virtual assistant and

just for those that you'll explain this

more to you but virtual assistant mean

you can hire people from anywhere in the

world a great book that really kind of

brought about this idea was the 4-hour

workweek by Tim Ferriss because you can

hire people in the Philippines overseas

very very inexpensively versus hiring

someone in your local city or or

whatever it is so do you want to shared

that that process for people and how

they can start outsourcing and finding

people about them absolutely so there's

before you kind of start looking for

somebody

I think it's powerful talent to have

your company positioned in the right way

because I'm all about how can I bring a

players into my company there's

countless people that like BNC players

and when I when I say a player I mean

somebody who

really over-deliver he's gonna show up

early today I'm late be committed to the

vision want to be a team player is going

to be keen to build systems and be not

the bottom eight but they'll be happy to

lay a pipeline so if even if they leave

it's gonna you know they're gonna be

looking after business in there over the

long term

so for me I think it's really important

for you to position your company and I'm

always a big believer of developing a

company culture about no clear brand

purpose vision values and that speaks

volumes to people if you want to attract

a talented person to accompany then if

you need to stand out you know and if

you've got someone that you're trying to

bring into a company to fit your culture

of what you're trying to achieve then

that needs to be apparent on the outside

and how you frame and how you position

your company to make that happen

so it's first I think is about

positioning in order to to attract the

right person and that's why I would say

first and foremost and there's a number

of places most of the viewers that take

it can have online businesses and

there's great places to look for for

talent there's like up work who's been

around for years as online jobs don't

behave there's free up which is a great

service for for like on demand and there

is priority VA which is more of a high

level project management software out of

Canada I would at that point once you've

got clarity on who you need a higher

because that's before you start to go

and look for somebody you've got this

list of tasks that you've downloaded now

you've got okay well this is we need

kind of if it's the first person you're

gonna hire it's gonna be you know

somebody who can just take the below

value high frequency staff and you know

it could be it could be just a doer and

that's what I mean by someone you can

just pick up stuff and just do the easy

stuff ideally it'd be somebody who's

kind of an all-rounder you know somebody

you can because you're gonna have a load

of stuff you just want to dump on them

whether it's personal or professional

for instance I give my my assistant sure

does my shopping at home for the

deliveries and like those emails and you

know does stuff that I need to just

organize in my daily life outside of

business so that's always a great height

first is to just get all the stuff off

your play you know but in the hiring

process I think it's it's important to

disqualify fast some key things to take

away so really get clear on you know who

you're you're really looking for in

terms of what you need in your business

and always hire for what kind of

attitude first you know you want to have

to obviously they need to be competent

at the job they own anything up the

skills to get to do that do the actual

worm the work but if you have somebody

who's got an amazing attitude to learn

and hungry to learn and wants to be part

of your culture in your team then and

there you know smart then they can be

trained in anything right and that's the

the main things for us is - attitude

skills communications and kind of

problem-solving skills

a good tip which I actually got from a

friend of mine called area Mizell he's a

Productivity guy he's like don't hire

for don't get them to when you when you

in the hiring process don't get them to

create like a document from scratch he

said give them a broken document like

what mistakes and it says improve it

because it's much easier to just go and

write brand new one and spend a long

time as opposed to taking a broken one

and trying to improve it so give them a

task which is broken and getting to fix

it as opposed to starting from brand new

because they can do research and find

their friends and help get help that way

very cool yeah I totally agree

everything that you've said we use up

work and we find it great and we also I

know you as well primarily hire

Filipinos people from the Philippines do

you wanted maybe to share like I've had

a lot of amazing experiences working

with that culture what's been your

experience like and so good yeah share

that because I'm sure you've hired

people from all over different types of

the world and not to say that

you can find talented people everywhere

but I found there's certain benefits

Filipinos I really enjoy I love the

Filipino people because they are they're

kind of so playful and they're for me

they're just that they're hard-working

but they're they're fun people and

they're easy to work with

and obviously they've got no good

command of the English language you know

they're they really respectful and

they're gonna be for most part there are

some pros and cons but it's the most

part I think Filipinos are great for

doing a lot of the day-to-day and the

customer-facing stuff and also you can

find some really smart incredibly smart

Filipinos that can handle all sorts of

kind of operations and not the tech

stuff as well so my experience with the

Philippines was it's been amazing so I

started in 2014 and I was involved with

building a team of 45 in this tent at

this town in Negros Oriental which is

towards the southern half and just

amazing experience so I'll never forget

being around their culture and really

how how that people actually are you

know is its kind of they're really

easygoing happy-go-lucky people but

they're also you know driven to actually

help you get results and they're they're

excited to be a part of a team if you've

got if you know if you've got some ink

which you can kind of game if I and

bring them together which which they

love and most people do right it's fun

and that's always helped us very cool

yeah I find they're very very honest

very very loyal as well I also know that

you're involved in one of your missions

is you want to help feed people in the

Philippines I mind sharing a little bit

about those reading that under website I

thought that's really cool yeah man so

basically when I first arrived in the

Philippines I was hit quite hard by the

poverty and I'm a father and I see

children orphans running around young as

three years old

it was really kind of tough in these

town because it was like real poverty

like I've never seen before and I know

immediately what I wanted to do and that

was everything that I do in business is

used to try and end suffering in

children around the world and it starts

there because that's where our team is

that's where I first come across it so

the brands that we've basically been

launching on Amazon we've every time

we've sold a product we feed two

children in this area of Manila called

Smoky Mountain which is a huge rubbish

dump 50,000 people live on it

it's been there for 50 years and I've

never seen squalor like it in my life we

went there a year ago and my mentor

she's called Jane Walker and she got an

MBE from the Queen for her work in this

area and she set up a school there 20

years ago and she's been basically

helping these families and communities

known as the angel of the dump she's an

incredible woman and we connected I said

how can I support your school so we can

provide food for these children in the

school and so they don't have to go pick

a rubbish they pick all the rubbish

comes from Manila and it's 14 million

people in Manila and there's several

rubbish sites around the city but this

one in particular is known as the worst

slum in Asia and basically the dumpsters

dump the rubbish and they just start

ripping the bags open and it's like

maggots it's like McDonald's remains and

it's it's it's industrial waste every

sort of waste that can imagine these

kids are filtering it and you know

that's not okay you know it's not gay so

we've been working with the school to

provide food so they can come in to

school and eat and learn and and kind of

move towards breaking the poly cycle for

their family so they can escape the

rubbish dump but what is these people

the most resilient people when Filipinos

are really resilient like and

resourceful and these children the most

inspiring people I've ever met in my

life one thing I notice is everybody's

happy most people are happy you know

looking around

there's a nut there's a lesson in that

right yeah when we was walking out is

one of the most emotional experiences

like that was there for like two days we

went there for a half morning there all

the kid and we took all of our team

there it was just like emotionally like

exhausting but it was beautiful and we

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