She Now Makes $115,000 Per Month On Amazon & Shopify 🤑💰 #Best Education Page #Online Earning

So this is the front end of the Shopify store, this is what customers see.

Now, I'm logging into the backend of the Shopify store.

This is what me and my employees see and you can see here that within the last 30 days,

this store has done $81000 in sales.

Now, let me show you the Amazon store.

So Amazon store in the last 30 days, we've done $34000 in sales.

I started the business on Amazon.

And then I was making around 40 or 50, $60000 a month on Amazon and then I took it off Amazon

and started focusing more on the website.

So you know my own website.

- Hey everyone, this is Stefan James on Project Life Mastery and I'm here right now with my

beautiful fiance Tatiana who I know many of you guys already know from my previous videos

that we've done together.

Today Tatiana is gonna be sharing with you guys her story about how she makes $115000

per month in sales on Amazon and Shopify at only 24 years old.

Now, I know many of you guys have already seen the previous video that we did together

where she shared her story about how she was making $40000 in sales on Amazon at 23 years

old.

This video is gonna be an update on that video.

That video actually went viral.

It's got over four and a half million views and it's been amazing to see the impact that

video has had on so many people's lives but, we wanted to do another video for you guys

to share more in depth about her story from the very beginning, when she first started

her Amazon product, the failures, the challenges that she had along the way, how she's not

built her existing brand Luxx Curves to where it is today.

The whole journey of what, ups and downs of what she's gone through and how she was able

to scale and grow from that $40000 a month in sales, to now $115000 a month, transitioning

not just from Amazon but to Shopify as well.

So, babe I'm so excited to do this with you again.

- Thank you.

I'm very, very excited as well because the last video that we did that did go viral,

we didn't really think much of it when we recorded it but then we started receiving

all these messages from people who, that video really inspired them.

It was the tipping point for them and then they started their own businesses.

And so, it is just, it's so amazing to know that just creating one simple video like this,

can help someone or inspire someone or push someone and propel them to start their own

business which you know this business has completely transformed my life and so our

purpose today is to hopefully add as much value to you as possible and maybe present

this as an option for you as well.

Present this business model as an option for you and online business is something that

you could pursue and yeah!

- Yeah we wanna be as transparent as possible with you guys as well so we actually decided

to kinda start things off by Tatiana, actually sharing with you a screen share of her computer

showing you her website, logging into her Amazon account, her Seller Central account,

her Shopify account, and as she's showing you guys the proof and the reason why we wanted

to do that is, I understand with videos like this and some of you guys might not have followed

our stuff for a while now but there's a lot of skepticism out there, there's fear, there's

people don't know whether or not it's real or not and, I know for myself when I first

started and I know for you as well, when you'd hear these big numbers thrown out, there's

a part of your, in the back of your mind you're like is that even possible?

Is that even real?

And we wanna make sure that you guys see the proof and evidence 'cause it's 100% real,

what we're sharing with you.

We wanna be as honest with you guys as possible and to really inspire you guys, to show you

a different option, a different possibility for your life.

- Yeah, and you know it's not the most comfortable thing for me to share my, finance isn't something,

I was brought up, being taught that this is not something that you really should share,

it's private information but as Stefan said, for you guys because I know that there are

a lot of skeptics, just to hopefully show you that this is real.

And you know, what I'm making is really small compared to many other online sellers.

It's just the beginning so this is a real possibility for you.

- Yeah, and it's really demonstrating that if she can do it, if I can have success you

can too guys.

All it comes down to is what we're gonna share with you guys in this interview, it's the

mindset, it's the belief, it's the confidence, it's having the right plan, the right strategy

so it's absolutely possible for anybody here regardless of where you're starting from her

story is gonna inspire you like crazy.

Doesn't matter where in the world you live but we wanna make this as real as possible

for you guys so, with that being said, let's grab your computer and let's dive in.

- Alright guys, so we are on my website luxxcurves.com.

We just rebranded, we were at luxxhealth.com.

And as you can see here, we sell waist trainers.

So these are body shaping garments for women and what they do, well they do have a variety

of different things.

They help with posture because they have vertical balance that help support the spine.

So if you're someone like myself who sits at the desk all day, that is so important.

I use it all the time when I'm sitting down, so I have really great posture and I'm not

slouching and so I have less back pain.

And it also helps postpartum.

So women who have given birth, oftentimes when you have a baby your muscles will separate

and they should close with time but this helps close the diastasis recti faster.

And then obviously there's body contouring effects.

As soon as you wear it, you look two sizes smaller and then if you wear it consistently

over time, it does mold your fat.

So yeah, and then we also have this underwear line which is relatively new, which I can

talk about a little bit in the video as well, this is just kind of like a branding thing,

it's not like I really care to make a lot of sales
but it's just supporting the brand.

And so this is my Shopify store, the homepage.

We've got a video here, we've got sizing, the best sellers, we have different types

of products, we have a quiz and my YouTube videos.

We've got a Facebook support group which is also something we should talk about, really,

really important to building a community.

Social media, Instagram pages.

You can see here like this is a before and after.

Look at this one, it's amazing so, yeah I mean the products really work and that's the

thing, you have to have a high quality product.

You cannot try and cheap out and create something that's not legit.

You have to have something that works.

- How many products do you have in total?

- Well the thing is they're all waist trainers but we have a variety of different kinds and

you can see here like there's three different categories that we have.

Every waist trainer has 10 different sizes, 10 different colors so I have a lot of skews

right now.

And you can see here, like there's just different kinds.

I don't even really know in terms of how many skews we have.

That's my brother.

So, yeah it's what it looks like.

So I'm gonna pop into, so this is the front end of the Shopify store, this is what customers

see.

Now, I'm logging into the back end of the Shopify store.

This is what me and my employees see and you can see here that it's showing the live sessions

and you can see here that within the last 30 days, this store has done $81000 in sales.

So our profit margins, it depends like everyone has a different profit margin.

Our profit margins range with each product.

Each product is obviously a different profit margin but it ranges from 30 to 60% profit

margins.

So I think the profit margins are pretty good especially since we don't do any paid advertising.

So I've gotten to this point without any paid advertising which is really amazing because

that can definitely eat away at your profits.

And then I'm gonna show you the Amazon store.

So Amazon store in the last 30 days, we've done $34000 in sales.

And again, the funny thing is with Amazon, we're gonna talk about this a little bot I

guess is that, I started the business on Amazon and then I was making around 40, or 50 $60000

a month on Amazon and then I took it off Amazon and start focusing more on the website.

So you know my own website.

And so since then I haven't really focused on optimizing my Amazon store, but it still

makes sales.

So that's really cool.

- And this is Amazon.com in the US, but you also sell in Canada, Australia...

- Yeah, yeah exactly.

- And you sell worldwide through your Shopify store.

Talk more about the details on that as well.

So let's dive into your story.

Do you mind sharing with people how this all started for you from the very beginning?

The first product that you launched 'cause this wasn't the first business, the first

product that you launched on Amazon.

You had a few other ones before you got to this point with this product but do you mind

sharing with people when you started and that journey, where your life was to, we'll go

all the way up, to where you are today?

- Okay, sure!

So, before I started this business, I was a student, I was in university studying and

never knew anything about this world of online business.

Never like, really never crossed my mind.

Didn't even have a computer at that time, didn't need a computer.

I had an iPad and I only used it for Facebook every now and then but I was also working

because I had to pay my student loan.

So I was working and I was in school and my goal was to work in the Parliament of Canada,

that was always kind of the career I wanted, the career that my parents wanted for me.

And then I met youand you had an online business, you gad Project Life Mastery and I didn't

really understand what you did.

When I first met you I actually didn't know what you did for like the first few months.

I think, I didn't really know at all.

- Yes, like can you really make money online?

Like a YouTube channel, a blog, like is that real?

- Yeah, I really didn't think anything of it.

I didn't think you made and then slowly, slowly you started to kind of share with me the benefits

of having this online business because you have this laptop lifestyle.

- And you saw it, right?

- Yeah and I saw it, and I was like, you know what, this does sound enticing.

I would like to have flexibility.

I would like to have the freedom.

And you wanted to travel.

- And part of it too, when we first met and dating, you were going to Brazil for a volunteer

trip and we are gonna be away from each other from summertime and we're just dating in the

first three weeks or a month and I was like, I'm coming to Brazil.

And you're like how did, I had the freedom to be able to do that because of my online

business.

- Yeah, that was amazing.

Like I never thought, first of all that a guy would go to another country just to be

with me and then I thought, wow it's amazing that I have that flexibility to do that.

And so that was the first thing and it kind of ignited that passion in our relationship,

that was very romantic of you.

But then, yes, so then I started feeling like okay well, if we wanna have this amazing relationship

where we can live this vision of traveling and living abroad and experiencing different

cultures.

Well then I also need to find something online.

He can't just have something online, I have to make money and support my lifestyle and

having an online business would be a great fit for that.

But I was reluctant, I remember I was reluctant because I didn't wanna learn all this stuff

'cause I had no experience.

I didn't have any business experience, I didn't have any marketing experience, didn't know

how to use a computer and I thought that you needed to know all these things before you

got started.

And I think this is a really big misconception is people have the fear of getting started

because they're like, I don't know how to do this, I don't know how to do that but guess

what?

You learn how to do it, you ask yourself empowering questions not disempowering questions, you

say okay, how can I make the way, how can I learn this?

How can I figure this out?

And so what I think really worked for me is just having that open mindset and never living

in myself saying you know what, I can learn anything I put my mind to.

And yeah, so then I started with the Kindle publishing.

So that was the first type of business that I tried which you have your kiddie p course

and I really like that for a while because I was self publishing books through Stefan's

training about dogs.

And I would put my own dog on the cover and it was so cute.

- Simba!

- But then I kind of lost enthusiasm for that.

I just felt like it didn't really resonate with me and eventually we discovered this

course called the Amazing Selling Machine.

And then we started to enroll in it at the same time, so we said okay, let's challenge

ourselves let's go through this course, and at the time we were living apart and separately

so he would go through it on his own time, I would go through it on my own time and it

was a little bit of a competition of like who could get through the course and what

are you doing with your products and how far are you with yours and, it was kind of fun

like that.

- It's basically a course that teaches step by step by step how to do all this.

How to sell on Amazon, how to find the product, how to source the product.

All the logistics because when you first started, I already had a lot of experience online before

but, physical product business was brand new for me, like I didn't know anything about

it even though I had experience selling on Amazon books, self-publishing books but this

was just a totally new animal and for you you didn't know anything but just a bit of

experience publishing and making some money with that so, mind sharing with us about that

journey?

- Yeah so, I had to learn so much.

In such a short period of time but I'm so grateful for it because it's really made me

who I am today including all of the mistakes and failures and so I was taking the course

while I was in school and working as well and so, then I followed the instructions and

I came out with my first product.

And my first product was a very inexpensive product because I was broke as a college student,

payin' off my student loans, my textbooks were like $600 every semester and it was just

a lot of money for me.

So I didn't have much money to invest at all.

And so I put in $300 into my first inventory and my inventory was like, I private labeled

a cognac sponge which is a beauty sponge and it's 100% natural so I knew it wouldn't hurt

people and it was like 10 cents per unit.

- Yeah, it's basically to exfoliate your skin.

- And it comes from the cognac root which you can also get those in noodle form and

they're zero calories.

Yeah so got that product and so the whole process was just new and I kinda saw it as,

maybe this is the product that's gonna make me hundreds of dollars 'cause I wasn't really

aiming high at that point per month.

I was just trying to learn the process without investing too much money because there was

not much flexibility in that area.

But it was exciting because I found suppliers which you guys, people always ask where do

we find manufacturers?

You can find them on AliExpress, on Alibaba, I find all my supplies on Alibaba or you can

source locally.

So if you wanna source locally you can just do a Google search, type in skin care supplier,

Ohio or wherever you are and yeah so it's very abundant.

It's very easy to find suppliers but you have to do your due diligence and make sure that

you are finding high quality products, suppliers with good communication, samples yeah.

So learning that whole process and also trying to communicate with suppliers and make myself

sound like, I'm a big brand when I'm really not, I'm just one person learning everything

it's kind of fun for me.

And then when I received my samples it became real.

All of a sudden I was like wow, this is a product that I can actually sell and add value

to people, people who are buying it are buying it from me because it's something that they

want or that they need.

And so it really excited me to know that someone would be excited to receive this product at

their door.

And then the whole creative aspect of it.

Creating my own designs and labels and colors and all this stuff and my logo and I did everything

myself because again the resources there was not a lot of money on the table so you can

get creative if you don't have a lot of money, you can do things yourself, or you can outsource

them at a very low cost.

And yeah, so that was the cognac sponge and so, the cognac sponge started selling on Amazon

and it was doing I think up to $3000 per month.

I can't remember the exact figures but I think it was doing maybe two or $3000 a month and

I was shocked 'cause I was not expecting that and I was like oh my goodness, I'm working

my ass off as a server at night time, after school, working really late nights trying

to save money for my education and here I am, passively making this--

- Making more than your job and--

- Yeah, yeah!

- Yeah!

- It was just really that's kinda like when my mind shifted a bit.

So that was one mind shift for me, I had several along the journey.

- And I've had a similar thing as well.

It becomes real once you get those first sales.

And even though it might not be a significant amount of money, I know like that first dollar,

that first sale, I remember when you had your first sale, we were at an event.

It was an event actually hosted by Amazing Selling Machine because they put on these

big events once a year for Amazon sellers to learn and be around.

There's like 2000 people that go to these events but that like shift your belief, but

when you're at the event that's when you got your first sale and when you get that it becomes

real.

You're like wow, someone, somewhere in the world, I don't even know who they are, I didn't

have to call them on the phone, I didn't have to try to sell them, they found your product,

they found my product and they decided to buy it and I receive money into my bank account,

you receive money and there's an exchange, it was passive and that's when it starts to

become real when you really realize wow, all I gotta do now is scale it up.

How can I get more sales?

How can I improve the product, how can I improve the conversions and this blow up from there.

- And by the way guys, how do you get more sales?

You add more value to people, that's what commerce is, is you're exchanging a product

or service for someone who sees value in it and they're willing to put down their money

so that they'll buy it from you.

And, so yeah, so I started to make this money and I was feeling, oh my goodness this is

amazing, this is a great opportunity and at that point I was like, kinda like maybe I

should focus more time on this business than on the job.

And so after I was doing around two or $3000 a month and I started focusing on my next

product, I think 'cause like my sales went down a bit or something, something--

- It's a little bit hard to compete with that product because it's really hard to differentiate

from it.

There was a product you were selling for like $10 and you can't really sell it for like

15, $20 so there's some limitations to that product but it was still a great learning

experience.

- So that's a good point because, I got that product initially because I was paying 10

cents a unit at the manufacturer to manufacture it.

That's why my initial inventory was only $300.

Nowadays, if you're finding a product that you wanna sell on Amazon for 20, 30, $40 you're

not gonna be paying 10 cents a unit for it.

You're gonna pay, be paying five, seven, $10, $14 a unit and so your initial inventory will

cost a lot more.

And so, I realized that with that product that yes I invested less initially in the

business but also the profit margins won't be so great and I can only charge maximum

$14 for the product and yeah, it was just, it was hard to differentiate myself with that

product.

- And you wouldn't have had the money to start the waist training business at that point

because it's just way more expensive to get into that business so, this was like a perfect

product for her to start with and just kinda get your feet wet and learn the process and

make some money along the way and make it real.

Before, once you learn that, it helps you so much more for your second product and now

the waist training business.

- Oh yeah for sure, and because with myself I never took out any loans or borrowed money

in any way, that $300 that I initially invested, I reinvested all the profits back into the

business and I did that every two weeks.

Every time I got paid out, I'd reinvest, reinvest, reinvest and I didn't pay myself for a long

period of time and that $300 is now what's providing me that $115000 per month in sales.

So it really does go a long way if you stay committed and you dedicate yourself to the

process.

- Before we go into the second product and the third product, I know a lot of people

might be thinking well you know, how did you manage the time?

'cause I know people watching this right now, they might be in a similar situation.

You might be for example right now going to school, you've got a part time job.

Maybe you're working full time, you've got other obligations that you are starting a

relationship around that time as well so, you are incredibly busy but you still manage

to find the time to do it.

- Well, you know what, I just don't believe in excuses and I believe that yes your reasons

are legitimate and yes, we're all really busy people and we all have 24 hours in a day and

when I look at some people like Oprah, or Barack Obama, people who have so much on their

plate and they have the same 24 hours in a day.

So I do believe that it comes down to time management and prioritizing certain things

and yeah there wasn't much balance in my life at that point, I will admit it, like I was

in that work mode and there was times we even, we didn't see each other that often, once

a week and I remember you were like saying oh, let's spend more time together and I was

just so focused on this and it was really exciting for me.

And so I realize now that there are stages in your life where maybe you have it all figured

out.

You've got perfect balance, perfect harmony, you've got your morning ritual, your night

ritual and it really feels great but then there's times in your life where you have

that motivation, where you have that drive and you gotta use it when you have it.

And that's when maybe there isn't as much balance.

And for me at that time, there wasn't.

I worked my ass off, and I was perfectly okay with it because I knew that it would pay off

for me.

And so, I was still in school, still working, and then whenever I had free time, I would

work on this business and that might have been late nights or early mornings, I didn't

really hand out with friends much at all during this time and yeah so just prioritizing.

- Yeah, and you know you were 20, 21 years old at the time and a lot of people when they're

that age, they wanna party and wanna have fun and they're not really focused on their

future in the way that you are and that's one thing I just love and respect about you

so much is how committed you are to your future and that's, I'm the same way myself.

I believe that, we've got to invest the time that we have for tomorrow.

We're gonna enjoy the process along the way of course but, you're willing to delay gratification,

like a lot of people they want the instant gratification, they wanna get rich quick,

or they just wanna the short term pleasures but you were willing to delay that because

you believed in the future of this and when you're young, that's the best time to do it.

When you're young, you have all this time ahead of you and if you invest it wisely,

you can set yourself up for the rest of your life.

Now today, you're a millionaire and you're 24 years old--

- That sounds so weird.

- Turning 25 years old and it might not feel real and stuff like that but it's the reality

of it but it's an amazing thing what you can accomplish when you're willing to sacrifice

in the short term.

Not forever, it's a temporary sacrifice but the long term, you're set up for your entire

life.

Who you've become today is incredible, I'm so proud of you for that,

- Thank you!

- And you've changed so many people's lives as well so--

- Thank you!

- And I just wanna kinda share that with you guys how hard she works, and what she's invested

to learn, to grow, the time you've put in, even the money as well.

You didn't have any money but you still found the way.

Do you wanna share a little bit about that as well?

Just working as a server and saving your tips.

- I do wanna make a point though with the delayed gratification, that is very true.

And I totally believe in the long term gains instead of benefiting from the short term

gains but one thing I wanna point out is that I never delayed my happiness.

And I think sometimes what we do is we think that, when I make that much money, when I

achieve this, when I'm this successful, that's when I'll be happy.

And I think we have to really catch ourselves.

We have to be happy in the moment today.

Regardless of how much you're hustling how hectic your life is, what problems are going

on in your life, you have to make and choose happiness on a daily basis and it's a conscious

act.

It's something that we have to practice on a day-to-day basis.

And when you do that, making these sacrifices it doesn't seem so hard because you're grateful

and you feel that, you're blessed.

The fact that you're alive today, you're blessed.

And to be watching a video on YouTube or on your phone, you're probably better off than

a big percentage of the world.

So I just wanted to point that out but, in terms of the money, yeah.

- And you started on your iPad.

So she didn't even start with a computer, on her iPad which there's only so much you

can do with an iPad but you got to a point...

- And then the first computer I got, the first laptop I got, he sold his old one to me.

That was my first laptop.

- And I made her buy it 'cause I believe in earning things as well, not just having things

given to you as well so, I said, well I can get the new one and you can buy it from me.

- You never let me take out the easy way but I appreciate that 'cause I've learned and

I've grown a lot.

- It's about what you become at the end of the day.

It's not what you get, it's who you become in the journey.

- So a lot of people say, I just don't have the money to get started and this, there are

so many ways that you can make money online.

So if your mission is to build an online business so that you can have that financial freedom,

there are so many different ways of doing that it doesn't have to be this way.

But for myself I chose this path and you just have to kind of get resourceful and so I cut

out things like I never got my nails done, I never went and did shopping sprees.

Like I wore the same clothes for many years and after work I was working at a restaurant

and all the girls would always go after work and sit by the bar and have drinks and food

and I was like wait a minute.

You just made $30, $60 in tips, and you're gonna spend that now at the end of your shift

in the restaurant that you're working at, every night, every night they would do that.

I never did it and I didn't have that many friends because of that because it's like

it's not, that doesn't make sense to me.

So anyway, so yeah there's just, I've always been really resourceful with money I think

and just really been good at saving and having that money management is definitely a skill

so if you know that you're someone who, as soon as you have a paycheck it disappears,

that's not okay.

So I want you to like, really I wanna emphasize that because I know like I have best friends

where is, at the state they're my age, as soon as they get a paycheck, it's gone within

two weeks.

And that should not be the case and so it's coming, realizing okay how can I master my

finances?

'cause if you don't master your finances now when you're broke, you're not gonna master

them when--

- Yeah, if already right now you have bad spending habits, you don't manage your money,

just starting a business is not gonna be the solution for that.

You gotta first be responsible with your money first, otherwise, the more money you make

and you have come in, you're just gonna spend it, you're gonna waste it, you're gonna lose

it, you're gonna blow it so you gotta make sure that you get down the basic fundamentals

of money and that's such an important thing but, do you mind going now into the next product

that you launched?

- Yeah, so the next product I launched was this 3D fiber mascara and so when I was creating

this product, at the time I was not looking at really, building a brand and building something

that I could grow.

I was just looking at different products that I could sell that were trending on Amazon,

that were trending the marketplace and that were hot.

And now my mentality is different so now I believe that building a brand is key and it's

much more sustainable.

And so if you're new to this, I do recommend to go in with the thought of okay, how will

this business look long term?

Now you might not necessarily for your first product 'cause you could do what I did.

Test the warps, learn it, go through a course and learn from your mistakes with your first

product.

But at least for your second product, think long term.

And so, I didn't do that.

I did a 3D fiber mascara because it was super popular and I enjoyed the product, I used

the product.

People loved the product but it's not something that worked for everyone.

Some people loved looks, some people didn't.

And I also realized that any beauty products, like topical products, things that go in your

eyes, things that go on your skin, 'cause remember your skin is the largest organ so

anything that goes on your skin gets put into through your pores and into your bloodstream.

Those things have liability risks.

And so I was sourcing this product from China and distributing it in the USA.

And so, of course I had to make sure that the ingredients were safe and all that but

there are still liability risks and someone could sue me if something happened.

And so I just didn't want to have that type of responsibility at this stage, still being

very new.

And you know what guys, like if you're looking at starting in the beauty category now that's

something to also keep in mind because Amazon restricts a lot of products in the tropicals

category.

So if you're thinking of like a skincare product or mascara or lip gloss, or whatever it is,

really be wary about that and do your research because you might pay all this money to source

your product to have it arrive at Amazon and they're like, no, you have to pay $300000

to get ungated.

You have to provide this certificate and this certificate and it becomes complicating.

- And often when you're first starting off, I think that's why it's so important to go

through a course 'cause when you're first starting off, it's kinda hard to know what

you should do, like what kinda product do I look for, what's the criteria and sometimes

because you're making an investment, there's some risk.

Some of that risk is that, as you just said if you didn't go through a course and notice

some of those things or, you don't know if there's enough demand or market or how you're

gonna differentiate, the weight of the product, the size of the product, like all these logistics

involved with it, but I see a lot of people make mistakes and they get into trouble because

of that is they're trying to just kinda figure things out on their own instead of getting

the right help along the way and I think that was such an important thing for you with that

and especially when it comes to ordering large amounts of inventory, I think that's also

why it was good for you to start with a, an easier and simpler product and once you've

kind of learned the process you were able to go and venture into mascara and other products

and kinda break some of the rules 'cause you already had the experience.

- Yes exactly, and that's invaluable.

Speaking of which, I just received a message I get this all the time from people who they

get excited about this business model and so they start it and they try and pull as

much information as they can from YouTube and from Google and so they start the business

based on pieces of information.

But they never have the full pie--

- It's often conflicting pieces of information too, 'cause there's all these different sources.

- Yeah and so they message me and they're in desperate positions now.

I've invested this, I've lost this money what do I do?

And this is where you don't wanna be.

So that's why we both advocate to start this business with a good foundation.

And just like you would go to school to learn something and have your education, you need

to invest in a training program like this too.

Because this is a real business and you wanna have that solid foundation and that's why

it is essential to take a course.

And I can say with certainty, maybe I would have had a different business but I would

not have been where I'm at with this business if it wasn't for the course that I took.

And it's the Amazing Selling Machine because it was so in depth, so step by step comprehensive

that I didn't have to think about okay, all these different things and getting very confused

and thinking so far in advance and like, when do I have to do this, when do I have to do

that?

Am I missing any information, no!

I just did what it told me to do in each module.

So every week there was a new module, I just did what it told me to do, I didn't have to

think about other things too much and that's how I learned.

- And you didn't have to go through the failures and the trial of error that a lot of people

go through.

Because the reason why you invest in a course, is you gotta understand the fastest and the

best way to get to where you wanna go, is to model other people that are already there.

They've already been through the failures, they've already made the mistakes so that

you don't have to.

So why reinvent the wheel?

Why make all the mistakes and go through the frustrations and what happens for a lot of

people is, when they try to do that, like if I, if you tried to do this without a course,

if I tried to do it without a course, I would have failed or been more likely to fail or

make mistakes.

The pain of that, the frustration, you're not gonna keep going.

You're gonna get so frustrated, like this isn't working and so you're gonna give up,

you're gonna lose your money, you have wasted your time, you're gonna go into something

else and you're gonna then go and say, oh it doesn't work.

And so, you want to avoid those failures.

There's OPM, other people's money, there's OPE, other people's experience.

You wanna leverage that as much as you possibly can because that shortens the learning curve.

It might have taken someone 10 years to learn and discover this process that will take you

10 years to figure it out on your own or you can buy that person's experience, the training,

the resources and cut down those 10 years to one year.

It's about working smarter too and that's what your money can allow you to do.

- 100% I agree with that but just because you take a training course, doesn't mean you're

not gonna make any failures.

I made many mistakes--

- it's just a shortened learning curve but you can still...

- Yes, I made many mistakes, I failed many times but remember there's no such thing as

failure, only lessons learned and so when you have that positive mindset that's actually

gonna serve you instead of hold you back, it's not limiting anymore.

And so every time that I fail, or every time there's a mistake, even now with my business,

whenever someone on my team messes up or makes a mistake or I do, I see it you know what,

this isn't something to get mad about, this isn't something to be upset about, this is

an opportunity, it's an opportunity to grow.

Maybe there's a system that I don't have in place that I need, maybe there's an SOP I

can work on.

So you just have to see, how can this serve me?

- Okay, so let's share a little bit about that, the success with that mascara and then

why did you, what was the challenge with that and why did you transition to the next product?

- Yeah, so with the mascara, the challenge was that, again I didn't wanna have these

liability risks.

I remember at one point I got held at the border for an extended period of time, I think

about a month and I was out of stock on Amazon, and if you're out of stock on Amazon, Amazon

does not like that.

Because if people are going to your listing and they can't buy anything, I think Amazon

kind of suppresses your listing, it pushes us down and you start to lose your rank.

And so that kind of sudden, it made me feel like, oh no, I've worked so hard and then

my listing's all the way back here again and...

- I know it's tough because, you weren't on the same position as you were before and when

your inventory came back in it wasn't rolling in as much.

- I never really recovered from that to be honest.

And so I thought a period of time, I was like you know what I'm just gonna take a break

from Amazon a little bit and so I just kinda left my, let it passivelysales.

And I just stopped I think for like a month, I just had tried to clear my mind a bit and

figure out what I really want and what my vision is.

And what am I working towards?

Instead of just like slapping products here on Amazon, what is the vision I have for my

business and for my life ultimately.

And so one day, I just, with the mascara product I think I was making around $5000 a month

with it, so I was super happy about that.

But yeah so, then one day I was thinking about stepping back from the perspective of being

the one who's sourcing the product and trying to find a product.

And putting myself in the shoes of the consumer.

And so I thought to myself, okay I'm a consumer on Amazon, what do I buy on Amazon.

And I never really shopped much on Amazon to be honest 'cause we're Canadians and so

Amazon.ca isn't as big as Amazon.com.

But I had purchased many waist trainers before.

And so I had purchased many of them because I would buy a waist trainer, I didn't like

the results I was getting but then they would break down, they weren't high quality.

And so I had purchased many of them and I thought, what the heck, this is my opportunity!

I know how to source a product with all my experience now through the Amazing Selling

Machine course, through the cognac sponge, through the mascara, now I know the process,

I've learned the ropes.

I understand how this works.

So now I can take a bigger leap with this product because it was obviously a more high

end product for the quality that I wanted to achieve.

And so I thought, okay let me try it out.

And I knew also, that this was a product that would do really well for me because I had

results from it.

Like I had been purchasing them on Amazon.

And I saw great results myself so I knew the power of this product and through that I also

knew I could market it.

Because to be an effective marketer you have to love your product so much that you have

100% pure intentions when you're selling it to someone.

You believe that by selling to someone you're doing them a service and then if you don't

sell it to them you're doing them a disservice, and I believe that.

And so, then I started looking for manufacturers again, going through the whole process and

eventually started to launch one color and a few different sizes on Amazon because I

needed a few different sizes.

Only one color it was hot pink.

Not even the most attractive color but for me pink was a big deal back then.

It was a more expensive products.

So rather than the 10 cents which I initially invested in my product it was a lot more.

It was maybe like 10 or $15 per unit at the time.

And so--

- [Stefan] And what are you selling it for?

- I was selling it for 28.99, that's when I first started on Amazon, yes!

And so I didn't have a brand at the time.

So I was brand new, so I just kinda did what the course told me to do, put it on Amazon

get reviews, start to rank it.

And pretty soon I started getting organic sales and people started buying my products

and sharing their pictures on the Amazon reviews, like before and after pictures.

And I started getting more excited, more motivated, I said wow, it not just worked for me, it

worked for them too.

And so I had passion and I think that's important guys.

I don't think it's necessary, you can be successful with this business without passion but if

you have passion, imagine how much more enjoyable this would be.

You're gonna spend so many hours in your day doing this business, why not love it?

And I think we both understand this because, we work so much, let's admit it.

We work a lot but it's because we love what we do.

- Yeah we don't have to but it's you get so much passion, and for us it's our purpose

in life, it's our mission doing what we do and it's fun.

I don't know what else would I really wanna do besides this.

Because especially when you're building something that's your own.

You know oftentimes when you have a job, you don't have that passion because you're building

someone else's dream instead of your own dream.

And so when it's your own baby and you love it and you wanna grow it and you see the potential

of it and the customers you love the customers and you see the impact it's having in their

life and you get this amazing positivity, it's this addictive cycle that you get into

and it becomes fun and we're able to travel at the same time too so, we're traveling all

over the world.

We're in South East Asia and all these great things while we're building our business and

so, that also makes it a lot more fun too

- Yeah and one thing I do wanna mention is just kinda like a side note that, if you guys

don't know the Tony Robbins six human needs, so if you meet any three of those needs, at

high levels on consistent basis, you will become addicted to that.

And so that's like with relationships, with your job, if you hate your job right now,

it's because it's not meeting your needs on high levels.

And for myself when I look at my business now, my business meets almost all of my needs.

I get variety, I get certainty, I get a lot of love, I get significance, I get contribution

and I grow from it.

I grow so much and I love that feeling.

So it's no wonder that we're so willing to work that.

One thing I forgot to mention though is that I quit my job.

So I quit my job when I was doing the 3D fiber mascara.

Remember at that time I was working at a bank and I remember just kind of the people that

I was working with, they knew about this product and they didn't think very much of this business

that I was doing and so I said, I'm gonna start going full time with this business but

the reason I actually quit was because we wanted to go on a four month trip.

So I wasn't able to take that time off from work and then I realized, you know what, if

I wanna live this type of traveling nomadic lifestyle, I need to go full out and create

this business.

And so obviously the more time that you can put into this business, the more you get put

of it and that's the beauty of it.

Because with my work at the bank the more time I put in, I was making a fixed amount

every hour and maybe every year I would get a little raise but with this business, the

more you put in the more you get out.

So right now, I know, if I wanna make an extra 10, $20000 a month, I know exactly what I

need to do.

It's not a matter of not knowing what to do or not being able to make the money, it's

a matter of will.

And so for me now, I just decided hey, do I want more life balance and wanna enjoy my

weekends and my evenings more?

Or do I wanna make more money?

And for me I believe in having that balance throughout the journey and so yeah, so it's

really just having that opportunity to choose, it's so amazing.

- Yeah, do you mind sharing with people, do you wanna show them the products and actually

you are amazing with design as well and that's an important key is designing, the packaging

and do you wanna share a little bit of the process you put into that?

- Okay so this is what one of our products look like.

I do wanna mention though, 'cause sometimes people we want to be perfect right off the

bat.

And so, what happens this is one of the main things.

When I do coaching for people, this is one of the main things that holds people back

is perfectionism and perfectionism is the lowest human standard because you and I both

know that there is no such thing as perfect.

What is perfect, it is totally...

- It's unattainable.

- It's unattainable.

And so when we're trying to reach perfectionism what we're just doing is we're stalling and

so what we have to do is just realize that okay, this I put in my all, I put in my effort,

I did my best and that's good enough.

And so I think that's what helped me to scale faster is 'cause I wasn't holding on to every

little detail and I knew that I could always go back and edit things.

And so with your Amazon listing like you can always go back and edit things with your packaging--

- Your product, you're always improving your product.

- Every month, every time I order my product, every month I tell my supplier, let's change

this, let's tweak this, let's do this.

It's a constant never-ending improvement.

Kaizen, that's what the word means, constant and never ending improvement.

So with my product, the initial packaging did not look like this.

It was just standard packaging straight from the supplier, I didn't pay for the packaging

they just gave it to me, because when you source a product online, they'll usually have

standard packaging, it's not the nicest but it's free.

So that's what I had for all my products.

Just boring packaging.

And with time as I started to make more money and I was able to see the balance growing

in my bank account instead of just reinvesting in products, this balance started to grow

every month of savings, then I had more money to put into the details like the packaging.

- And it didn't really matter as much at the beginning too because, they're not going to

a retail store and buying it based on the packaging.

They're seeing it on Amazon and the Amazon listing, the graphics and all that, that's

the most important thing, the packaging is once they receive the product which is important

but more later on once you're selling the product.

If you're not selling the product, get some sales first with whatever packaging, then

you can make your packaging better.

- Absolutely, that's so on point and yeah so don't obsess over having perfect packaging

because right now I put a lot of effort into it because I have a brand and so for my brand,

I want my customers to have a great experience and to feel like this is a luxury product.

So I want them to receive it and feel excited and also share it online, social media, it

is a marketing technique as well.

So this was the after I reinvested some money this was what the packaging looked like.

I got this designed on fiber.com for like $25 and I'll show you what the product looks

like.

- Let's hold the package.

- It's still not even that great packaging.

I could have boxes but then my shipping would be more expensive.

So this is one of our products and so, like for example we're just always improving the

products.

But I wanna show you guys, oftentimes people ask me, well how do you design stuff, how

do you make the packaging and the designs?

You don't need any special kind of Photoshop program, you don't need any skills, you just

need a paper and a pen and so when I made this initially, I just had a paper and a pencil

and I just drew it out and I told them this is what I want it to look like.

Use your own creativity and your skills.

What was the thing that quote that you told me today?

When you hire someone who is...

- Is that the leadership one?

- Yes, like when you're hiring someone who has talent you don't want to tell them what

to do.

- You wanna hire people that are smart that they tell you what to do rather than the other

way around.

- Yeah so my--

- Steve Jobs.

- Yeah so my skill is not design.

My skill is not Photoshop, it's not that.

So I realize that if I'm hiring someone they're gonna know more about how to do this than

I will.

And so now, we're redoing this packaging so I just draw on it.

I say I want this logo here, I want this text here this, and then you just send it to a

designer and they do that for you, it's really not that complicating.

And then same thing with these ones here, all the text that we want, so just gotta,

it's very basic.

- Awesome, so this was now your third product, you started with one with a few different

sizes and then how did you grow it?

I know there's a number of things you've done.

Your first person to sell on Amazon still at this point, there's different directions

we can go.

You've eventually transitioned to Shopify, you built a community, you've done a lot of

content marketing, do you wanna share some of the strategies things that you've done

to build it throughout the years to where it is now?

- So I will emphasize that I think that my business woUld not be worth if it wasn't for

YouTube.

Now, I don't wanna scare you into thinking that you have to do what I did on YouTube

and put your face behind the camera 'cause you absolutely don't.

But for my business that's what really helped with the marketing.

That's what got me out there.

That's how people found me and still find me today is through the Luxx Curves YouTube

channel.

Whenever someone searches waist training, we have basically all our videos show up.

And it was so, so powerful for me and continues to be today.

Now, it might not be YouTube for you, it might be a different social media source but you

have to be on social media.

And even if you despise social media because I totally understand that too, it can be a

black hole and but you have to realize how valuable this is for business these days and

learn where is your demographic?

Are you targeting people 18 to 25 years old?

35 to 50 years old, 65 plus, where are they?

Are they on Facebook, Pinterest, Instagram, YouTube?

Find out where they are and pick one platform and master that platform.

So you don't have to get overwhelmed that you have to do all of them.

Just pick one at a time and master that.

And so from me it was YouTube and then I ventured off into a Facebook community.

So, do you want me to elaborate more on YouTube?

- Yeah, and I think that's an important point too, is that, you are at the end of the day

gonna be the best salesperson for your product.

I think a lot of people think, well I'm just gonna create this product and I'm gonna put

it out there and Amazon is gonna do everything for me.

If I build it then they will come.

And that's not how it works.

You've gotta market your product, you've gotta sell it and you can't expect anyone else to

do it but you.

Amazon is only gonna give you the advantage and the benefits of ranking you and all that.

Either if you spend money for Amazon ads or if you prove that it's a great product by

generating sales.

The more sales you generate for your product on Amazon, Amazon's gonna love you because

they're making money.

They take a cut from that and they're gonna rank your product higher.

And I think at the end of the day you've gotta be the one that's selling it and get behind

the product whether that is on YouTube or Instagram or creating a blog or finding influencers,

whatever it is but understand there's work to it.

Like there's work, there's investing time, energy, money to get your product off the

ground and that's exactly what you've done.

And so you do not have to be the face behind your brand but if you're not going to, I would

encourage you to do some influencer marketing.

Find a brand ambassador, find someone who can represent your brand because back in the

day people didn't really care for that person to person connection when they're doing commerce.

It was more like, they wanted a big business to be selling them stuff.

Nowadays, they wanna know who is the person behind the company.

And so developing those personal relationships, like when you look at certain YouTube channels,

they're a business but they have someone as the host who is the face behind their brand

and speaking in their tonality.

And so it's easy to do that, you just search people and it's so, so valuable.

- And there's plenty of influencers out there that have your customers.

They have as their following, your potential demographic and if you send them the product

for free a lot of them depending on how big they are will promote it and share it and

get behind the product.

Others you might have to pay them and you pay them to be an ambassador for the product

because they have a lot more followers but they have the audience, that you don't have

to go into yourself.

If they have it, you can collaborate with them and that's one way you can launch a product.

- And if you look at brands like Zaful for example, ladies you'll know what this is.

You know they don't have good quality products.

They tried to collaborate with me and they sent me all these bathing suits and they sucked

and I didn't do the collaboration 'cause it just wasn't good quality.

But you know what, they're huge, they're huge and the reason why they're huge is 'cause

when you're searching Zaful on YouTube, you've got hundreds if not thousands of people reviewing

their products.

So they give products to these people to review and so they build up their social proof through

that.

So you really gotta think of it as like, this is one major thing to focus on.

I just hired an influencer outreach person to just all they do, is reach out to influencers.

- Do you wanna share just the importance of the community that you built as well?

- Yes, yes!

So again nowadays community is so, so important.

This was emphasized over the last three years, I've been hearing this come up over and over

and over again and one way you can do that is through a Facebook group.

And so I started those Facebook group early on because for me I initially started it because

I wanted to follow up with my clients.

Because, I wanted to know, is my product working?

How can I improve the product?

Did you have success with the product or did you hate it?

I wanna know your experience and oftentimes on Amazon you just don't get that follow up

because remember on Amazon, it's Amazon's customers, not necessarily your customers.

So you don't really have their contact information outside of the Amazon platform.

And so I started this Facebook group and it's a private group so women feel comfortable

to share photos and share results and it started to grow and grow and it was so valuable for

me and for them because you know what, just like you are starting your online business

and you might not have a lot of friends and family that support you, you would love to

probably join a Mastermind of like-minded people.

Same thing with waist training.

Not a lot of people understand this.

A lot of people think it's so dangerous and bad for you and there's like a lot of haters

and so these women found this community as a valuable place to ask questions get tips,

get motivation, and be around like-minded people.

And so it grew pretty fast.

And for me it was extremely valuable because in that group I was able to ask them questions

directly.

These are my customers, these are people who have purchased my product.

That is so valuable for me because now whenever I'm sourcing a new product, I don't just guess,

I don't just blindly say okay this color is what I like, so everyone else will like it.

This pattern is what I like so everyone else will like it.

I ask them.

Sometimes I present a pattern that I think is awesome and I get them to vote on it by

doing a poll in the group and they hate it.

And that's so good for me 'cause now I didn't have to waste tens of thousands of dollars

on this product.

And so it's also a place to build that community, build that tribe and so in our community we

call everyone our Luxx dolls, so they feel like they're part of a family.

It's a place to really connect with people and we do like monthly doll of the month where

every month, the doll who's been the most helpful, most supportive and kind to their

peers is rewarded and gets free stuff and so yeah, it's just growing and growing, now

it's at 10000 women and it's been invaluable for me.

- And that's the power of building a brand as well.

You're not just selling a product, you've created a movement, you've created an identity

you've created something that people are excited about and they're behind and by building that

community and also providing the content marketing, what you've done is you've been able to attract

people, educate them on waist training, provide valuable information from them and every time

they watch the video, they're building a relationship with you and like wow, this is great, this

is really useful.

I love, and they connect with you who you are and your story and also the people you

share with them and then they are a part of the community so they're connecting with other

people as well, they feel like they're part of a group, they're growing, they can share

their journey, their milestones, their wins, successes and a lot of other people in their

life might not understand and so they're part of this Luxx Curves community and by building

a brand in this way you've been able to build something where people come to you, you don't

have to always go out there and get people, that's one negative thing when you don't build

a brand.

A lot of people they have to always hassle their customers, the customers come to you

and then also, you don't really have to, you've built trust with the brand and so every time

you launch new products, like people line up to buy it, they are excited for it but

also you can charge more money.

You don't have to compete with every other listing on Amazon because always people think,

oh it's too competitive or saturated, well if you build a brand you don't have to worry

about that.

Because they're willing to pay more money for her products than any other product because

of the brand.

And that's the power of it.

Now some of your products are 60, $70.

And I remember times for you when you would actually go out of stock and she wouldn't

have products available but her customers, because they're such raving fan customers

they would not buy from anyone else even though it was cheaper.

They'd only wanna buy it from her so they would wait for the product to be back in stock.

And that's the endgame, and we can transition into also transitioning to Shopify and what

you've done there as well but, I think that's a very important mindset because I always

see people say oh it's competitive and stuff like that but that's only because they're

trying to just compete on Amazon and they're not doing external marketing outside of Amazon

and building the brand.

The ultimate competitive advantage is by building a brand.

- So true yes.

So when you are trying to, private labeling a product and you want to launch it on Amazon,

you are trying to find ways to differentiate yourself, just slightly tweaking your product.

Or if you don't have any competitive advantage, you decrease your price because that's your

only competitive advantage because guess what, there's always gonna be products that have

way more reviews than you when you're new.

So your ultimate competitive advantage is building that brand and for me, remember like

it's all about adding value to people and having those high quality products and so

people don't just line up for my product because it's the best quality, because I'm sure I'm

not naive to think that mine is the best quality.

I'm sure there are other products out there that are the same quality or better than mine

but it's because they trust me.

It's because I have that relationship, they trust the brand, we've already added so much

value to them, they've helped them with their health and their fitness and given them advice

that has impacted their lives that now they're waiting to buy this product.

- So let's talk about the transition to Shopify.

Why did you make that transition and for, we always recommend starting on Amazon at

first because you get that platform when you drive sales to it.

You rank and you get Amazon's organic traffic in sales and Amazon ads but do you mind just

kinda sharing that process for people.

- Yeah so Amazon is a fantastic place to start.

It's a huge blessing for us because they allow sellers like you and me, ordinary people to

sell on their platform and they've got millions of customers and people who have the one click

buy now setting, have their credit cards input there and it's so easy for us--

- It was on Prime and shipping

- Yes, it's very easy for us to become an Amazon seller, so it's amazing and I actually

recommend, do not start on Shopify.

I recommend to start on Amazon because again you have access to their customer base and

when you are having a new product on Amazon, Amazon will boost your product, it will help

you.

It will try and help your product reach more people because it wants to see what the potential

is of your product.

If your product is having access to all these people and your product does not convert well,

you're not getting sales, your listing's not converting, Amazon will rank you lower.

- And that's an important point though.

Is when you first launch the product on Amazon, you do get a bit of a boost.

Because they want you to succeed as a new seller.

Because they know that if you don't get some sort of early success, you're gonna get discouraged

and give up and you're not gonna continue using Amazon.

So Amazon, in their best interests, they want you to succeed but if your product doesn't

sell out of the gate then they're gonna say, oh well you're not, there's gonna be another

product they're gonna put there instead that is gonna be selling.

So you do get that early advantage on Amazon too.

- And that's why it is crucial to act on that.

So when your product is gonna be released that week, count, close out your schedule,

take time off like this is your time and not even just when it launches, the prelaunch.

So before your product even arrives there's all these things that you could be doing.

So often people forget that and they forget that wait, you could be reaching out to influencers,

you could be creating social media, you could have a blog, you could be driving traffic

to a learning page, collecting emails like there's so much that you could do before your

product even launches so on the launch date, instantaneously you get those sales.

And I've got strategies for that, I'm sure you have strategies, there are a million and

one ways to do that but you shouldn't have your product launched on Amazon and just wait

for people to buy your product.

You need to be strategic about it.

And then also Amazon's advantage is that they have the pay per click advertising.

So you can pay for certain key words and boost yourself on the Amazon page.

So if you're just launching you might be on the 17th page, and if you're like any normal

person you're probably not going to scroll through 17 pages to find the one product you're

looking for.

But if you pay for pay per click advertising your product gets boosted to the first page,

a side bar, somewhere where the customer can see it and you can get more sales that way.

So those are advantages, like huge.

And on Shopify you just don't get that, on Shopify I feel like you have to hustle to

bring people to your website.

Because you're not getting that boost.

Now the problem with Amazon, is just that they're growing so fast and I just don't think

that they're that organized.

I've had many times where my inventory's gotten mixed up, my inventory's gotten lost, they

send a product that's actually not my product or someone returns a product and they get

a refund and I then I find out it's not actually my product, someone returned a product that

was something else.

So they're just so many things like that and it's not easy to reach Amazon.

When you're as a seller, as a customer it's great but as a seller you can be hours on

the phone, hours on the phone to try and resolve one simple thing.

And I had so many times crying, like saying this is done, I'm done with this, I'm over

it, I'd rather live a different life it's okay and just feeling really disheartened

and devastated which is so stressful for me.

Especially with my products.

This might not be the case for you and it's probably not the case for most people but

with my products because--

- [Stefan] You have so many skews in sizing.

- 10 different sizes, all these different colors.

So it is complicating.

So at that point I was making around $50000 per month on Amazon in sales and--

- You first actually did WooCommerce before Shopify.

- So at that point I decided, I'm going to start moving people to my website and attempt

to have more control.

So more quality control meaning that I have my own return policy.

People can't just return the waist trainer 'cause they don't want it.

Because another problem with this product is that if someone buys it on Amazon and they

decide they don't like it anymore, they return it.

That product goes to waste, I can't resell it again, even if it's in perfect condition

'cause now it's considered used.

So when you have a high end product that adds up.

So I really liked the idea of selling on my own website and I was able to move my customers

there because I built a brand and because I built a social media following.

So all I had to do is go on YouTube and be like hey guys, just so you know, if you wanna

buy our products, they're no longer available on Amazon, they were available but the majority

of them you have to go to our website and there's more products available there for

you.

But if I didn't build a brand, if I had just shot out a bunch of products every here and

there in different categories, not having one brand but multiple brands, how would I

be able to really share that with people.

How would I be able to give that message to people?

It would be much harder.

- You're building more of an asset that Amazon owns than you own.

So it's more Amazon's business than your own business and then also 'cause Amazon, they

view them as their customers, that's why they give you all these great benefits.

They do fulfillment for you, they do the shipping and all these different things for you.

They give you all these great benefits but they ultimately wanna do that so that they

can acquire her customers and own those customers so that people keep coming back to Amazon

and buy many different things because Amazon knows the value of a customer.

They know that when they buy your product on Amazon, they're not just buying your product,

they're filling up all these other products on their shopping cart and they're buying

more.

So Amazon, they don't want to give you the customer email address.

'cause they don't want you to email the customer and say hey you know, buy from me instead.

Buy on my website and so, they limit that and that long term is gonna limit the growth

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