Capitalism.com with Ryan Daniel Moran

Derek Halpern shut down the biggest business podcast in the space, walked away from millions of dollars in cashflow, and started a turmeric company with $30,000 split three ways. 
Eight years later Truvani is in more than 14,000 retail stores, including 4,200 Walmarts, it shipped 450,000 units in a single month, and it has never raised a dollar of outside capital. 
We break down the sampling strategy that built demand before the product ever hit a shelf, the one paragraph on why most good D2C brands die in retail, and how he decides whether something is worth winning.
 
Links mentioned in the video:
► The eight-step plan to a million-dollar business: https://capitalism.com/100K
Derek is running the same three-part system I mentor clients through on the way to their first $100,000 a month. The whole model is laid out in one video:
► How we take a business from zero to $100,000 a month: https://capitalism.com/model
 
(0:00) Why he shut down the biggest business podcast in the space
(1:56) "I was an accidental teacher": the real reason he quit
(3:52) Just under $1 million in year one, one course, one employee
(5:37) It wasn't a protein company. It was a turmeric company.
(7:15) August 2017: three people, three skill sets, one phone call
(8:00) The pre-sale that broke the plan: 5,000 bottles ordered, 35,000 needed
(9:09) What leaning on an influencer partner costs you later
(10:57) Turmeric to bone broth to protein, still not sure who they were
(13:00) Facebook banned them over hemp, so they reformulated in eight months
(14:05) The three parts of the seven-figure system, running inside Truvani
(15:25) Going into retail with zero retail experience
(16:35) A year and a half of not knowing what kind of company they were
(17:05) The one thing they did know: no weird ingredients
(18:00) Hiring a retail consultant and asking him the dumbest questions
(19:00) Expo West cancelled the day before the flight
(19:44) The zag: doubling down on retail while everyone else ran online
(20:45) The bottom-shelf photo that forced them to build a flavor line
(21:52) The clean-brand detour: deodorant, toothpaste, lip balm
(23:00) 100 doors to 2,000, and the 76-store chain that unlocked Sprouts
(23:21) One paragraph on why good D2C brands fail in retail
(24:47) Killing "more for more" and putting the whole ad budget into samples
(25:50) Why Truvani won in retail: a million samples before the shelf
(28:36) Selling out on purpose vs. selling out by accident
(30:45) Pent-up demand, and where to see the eight-step plan
(33:16) Proof of concept as the number one guiding principle
(33:46) 200 gifts to 50,000 gifts in a single year
(36:46) Why he would rather you buy on Amazon than Shopify
(37:54) Retail has the best price, and that is on purpose
(38:46) End caps, secondary placement, and earning shelf space
(41:01) $30,000 total, 12,000 doors, zero dollars raised
(42:57) Revolving credit lines vs. the fixed-term trap that killed brands
(44:48) Chess, pushups, and a dad who made him pay the bet
(47:00) Winning is eventual, and most people quit at the first failure
(50:55) How he decides whether something is worth winning
(52:03) Big opportunity, a better product, and numbers that work
(53:00) Why they killed the deodorant and the bone broth
(54:54) Free shaker cups on an end cap, because nobody said he could
(57:48) "We don't do content. We just buy ads." Does he still mean it?
(58:44) "I hate remarketing," and the 90% net-new rule
(59:52) People buy because they believe what you believe
(1:02:00) No gums, no flow agents, and a year of hand-filled bags
(1:04:10) The market caught up, and most people still don't care
(1:05:54) The delectable-treat Trojan horse: sell the brownie
(1:07:37) 40% of their buyers had never taken a protein before
(1:09:20) 4,200 Walmarts, and 450,000 units in one month
(1:11:35) What changes when private equity sees you in the Nielsen reports
(1:13:42) Hot Takes: discounts
(1:14:53) Hot Takes: Walmart
(1:16:44) Hot Takes: tariffs, pea protein, and black swan events
(1:20:18) Hot Takes: influencers
(1:21:16) Hot Takes: capitalism
(1:23:36) Does he miss the limelight?
(1:27:00) Cashflow vs. enterprise value, and why he walked away
 
DISCLAIMER: The information contained on this podcast channel and the resources available for download/viewing through this podcast channel are for educational and informational purposes only.

This is step six of the eight-step process we use to build million-dollar businesses. The whole model is laid out in one video:
► How we take a business from zero to $100,000 a month: https://capitalism.com/model
We also run live workshops where we work with clients and followers on building this inside their business. 
► Waiting list for our next live workshop: https://capitalism.com/bootcamp
One of my clients sells a stain remover stick and was stuck under $10,000 a month. About 90 days after they built the flywheel, they were flirting with $30,000 a month, and they got it about half right.
In this episode I walk through the flywheel, the 60 to 90 minute daily process we use to get free traffic, leads every day, and sales in the bank account without an ad budget. Gather and post proof, send that traffic to a lead capture, then reach out to the people who engage. I pull up that client's actual Instagram and sales screenshots, show you the three things I would fix, and explain why proof converts better than anything else you can post.
Links mentioned in this episode:
► The whole eight-step model for going from zero to $100,000 a month: https://capitalism.com/model
► Free resources for the road to your first million-dollar business: https://capitalism.com/100K
(0:00) Would it be worth it to add $25,000 a month over the next 90 days
(1:10) What this does not require: no ad budget, no viral posting, no influencers
(1:40) The flywheel, and why it is step six of our eight-step process
(2:00) Where this fits, and where to see the whole model
(2:40) Thanks Mom Co: stuck under $10,000 a month with a stain remover stick
(3:10) What the flywheel did for them: past $25,000, flirting with $30,000
(4:10) Rule one: we measure content by leads, not views
(5:20) Rule two: proof equals conversions, and what actually counts as proof
(7:00) Rule three: run the flywheel before you run ads
(8:00) Step one: 20 to 30 minutes a day gathering and posting proof
(9:40) Step two: send that traffic to a lead capture or a first-time customer discount
(10:40) Step three: manual outreach, the part almost everybody skips
(11:40) The exact message to send someone who saw your story
(12:20) Switch Supplements and Kill Switch: 75 views into a seven-figure business
(13:50) Do not add more steps, get better at the three you have
(15:20) Inside the Thanks Mom Co Instagram and link in bio
(16:40) The stain stick demos: putty and Chick-fil-A sauce as perfect proof
(17:50) Fix one: no call to action, so no way to measure leads
(19:00) Fix two: a dedicated first-time customer discount page beats a pop-up
(19:50) Fix three: sprinkle proof into the sales page and the Amazon listing
(20:30) Their sales screenshots: one piece of proof, one email, a $1,500 day
(21:50) Almost a 100-sale day, and why that is a million-dollar business
(22:40) What your average Tuesday morning looks like
(23:40) Where to find the whole model and our free resources
DISCLAIMER: The information contained on this podcast channel and the resources available for download/viewing through this podcast channel are for educational and informational purposes only.

Want to launch a premium, high-margin consumable brand and work with us to bring it to market? Get on the waitlist for our next cohort:
► Capitalism.com Bootcamp: https://capitalism.com/bootcamp
I sat down with Djamel, the co-founder of Organifi, who grew a superfoods brand from $1 million to $100 million in about four years. We break down exactly how it happened: a premium, high-margin product, affiliates paid 75% commissions when the rest of the industry paid 5%, customer data poured into Facebook ads, and the team and systems that turned a scrappy launch into a nine-figure business. None of this was an accident. It was manufactured, and you get the whole playbook.
(0:00) The $1M to $100M question, with Organifi's co-founder
(1:00) Where it started: Drew Canole and the done-for-you green juice
(3:00) Going out of business: the data-driven Hail Mary launch
(4:00) The decision that set them apart: making it actually taste good
(6:00) Sold out in three days, and presales became a crowdsourced capital raise
(7:00) Building the whole thing on Infusionsoft, before Shopify existed
(8:00) The takeaway so far: build a small audience and aim for a $10K launch
(9:00) The first million saves the company, then the audience taps out
(11:00) ClickBank comes calling: first supplement, and the launch that blew up
(14:00) Influencer marketing before it had a name, and the TikTok Shop parallel
(15:00) The 75% commission unlock: pay affiliates like digital, win on the back end
(17:00) How aggressive commissions took them to $5 million
(18:00) Turning customer data into Facebook ads that scaled them toward $20 million
(20:00) Why did everything work? The numbers made sense
(22:00) Why margin matters: build a premium brand and race to the top
(23:00) The hate for a $70 greens powder, and why premium customers are easier
(25:00) Building the movement: community as the premium moat
(29:00) From $20 million to $100 million: becoming a real operational business
(30:00) Stacking traffic channels, and the podcast-ad advice that opened a new one
(33:00) The systems behind the scale: EOS, OKRs, KPIs, and dashboards
(34:00) Becoming a leader: from wrecking ball to human
(37:00) The two hires that mattered most: his CMO and COO
(41:00) Incentive plans: phantom stock valued against the future goal
(44:00) Walking away from capital three times, and the "bladder rule of finance"
(46:00) The chaos behind the scenes: algorithm swings, lost influencers, tight cash
(48:00) Exiting without selling: replacing himself, burnout, and rediscovery
(50:00) His $1M-to-$100M playbook: data, team, problem-solving
(52:00) The belief you have to manufacture
(55:00) Why the entrepreneur bug never leaves
DISCLAIMER: The information contained on this podcast and the resources available for download/viewing through this podcast for educational and informational purposes only.

Get the model and the free AI tools that show you where your business needs attention to reach $100K a month: https://capitalism.com/100K
I have two clients who built million-dollar businesses without being famous and without living on their phones. One is a worship pastor selling golf gear to 900 Instagram followers. The other sells dog shampoo and posts a few times a month. 
In this episode I break down the traffic triangle, the exact model we use to turn a tiny audience into a responsive group of buyers, along with the three rules that make it work: the rule of thirds, the seven-hour rule, and sending all your traffic to an email capture. It only takes 100 to 200 of the right people to make it real.
Links mentioned in this episode:
► The model plus our free AI tools for getting to $100K a month: https://capitalism.com/100K
► The full video of how the whole system fits together: https://capitalism.com/model
(0:00) The two clients you would never expect to have million-dollar businesses
(1:00) Why content is overrated and engaged leads are what you actually want
(3:20) Ty and Alina: a tiny list to their first $10K, then a million
(4:40) Idea #1: the rule of thirds and why three contexts builds trust
(6:00) Idea #2: the seven-hour rule
(7:00) Idea #3: send all your traffic to an email capture
(8:30) The supplement company that doubled after switching to email capture
(10:00) The seven-figure model: product, sales channels, audience
(11:20) The old way of posting on every platform, and why it is exhausting
(13:20) The traffic triangle: exposure, engagement, conversion
(16:40) How the three pieces feed each other
(17:40) How 100 to 200 people become a million-dollar business
(19:20) Why an audience lets you launch any product on any sales channel
(21:00) Alina's Instagram, the opt-in discount, and the DudeWoof group
(24:00) Travis and Jenna: a dry-eye Facebook group to a multimillion-dollar exit
(25:20) Content is not king, and where to get the free resources
DISCLAIMER: The information contained on this podcast channel and the resources available for download/viewing through this podcast channel are for educational and informational purposes only.

Want to build a seven-figure brand the way Elina did?
Get the free $100K/month playbook and a quick diagnostic that shows you exactly which step to focus on next: https://capitalism.com/100K
Elina got laid off from her tech job, read 12 Months to $1 Million, and decided to bet on herself before she had any proof it would work. Eighteen months later she'd built Dood Woof, an all-natural detangler brand for doodle owners, into a seven-figure business by following our eight-step framework almost exactly. 
In this conversation we break down how she went from a $10,000 launch to 100 sales a day, why the community she built became her most valuable asset, and how she survived the day she thought she'd have to shut everything down.
Links mentioned in the podcast:
 ► Free $100K/month playbook, plus a quick diagnostic tool: https://capitalism.com/100K
 ► Get on the waitlist for our next audience-building workshop: https://capitalism.com/bootcamp
(0:00) Why Elina became one of our shining $1M success stories, and why it wasn't a clean ride
(1:40) Laid off from tech, and the book that started it
(4:00) The hardest part: betting on herself before any proof existed
(6:00) How the 1% community carried her through the no-traction months
(8:00) Down to one month's rent, six months building the audience before launch
(9:30) Why a small, engaged audience de-risks your first launch
(10:30) Choosing the product: doodle owners and ChatGPT prompt behind the detangler spray
(12:30) Project-managing the launch, and the buyers who paid just to support her
(15:00) First launch: $5K week one to $50K/month by month four
(16:30) What $10K a month really felt like: relief, not celebration
(19:00) The flywheel: turning reviews into content into sales (step 6)
(21:30) First reviews, leaky bottles, and the customer with cancer
(24:00) The Facebook group that produced 50-cent email leads
(26:30) TikTok Shop, UGC, and paid traffic to Amazon
(27:30) "When can I pay myself?": inventory financing and premium pricing
(29:30) Her first 100-sale day, and the truth about market size
(34:00) 13 months to $1M, and a $2M/year business
(37:00) The community as the real asset, and the plan to acquire other brands
(42:00) "On paper, you're a millionaire": cash flow vs. enterprise value
(45:00) The dark day: groomer backlash, and how the community saved the brand
(48:00) Why every wall she hit turned into growth on the other side
(49:00) After the launch: building the bridge to 25 sales a day
(50:00) Maximizing the value of a single customer
(53:00) Why you never stop the grindy things (the Chewy lesson)
(55:00) The campfire moment: a seat at the table
(58:00) The two 2025 goals that both came true (reality show + this podcast)
(59:00) Her advice to the scared version of herself two years ago
DISCLAIMER: The information contained on this podcast channel and the resources available for download/viewing through this podcast channel are for educational and informational purposes only.