1 00:00:00,080 --> 00:00:02,200 Today on the Winning with Shopify podcast. 2 00:00:02,440 --> 00:00:06,160 So I kind of made a conscious decision for myself just to do 3 00:00:06,160 --> 00:00:08,640 some digging and, you know, things that I was buying, you 4 00:00:08,640 --> 00:00:12,200 know, to make sure that as much as possible, I could ensure that 5 00:00:12,200 --> 00:00:13,840 people were treated. Wow. 6 00:00:14,000 --> 00:00:16,280 The school playground almost became your marketplace. 7 00:00:16,280 --> 00:00:19,000 It doesn't bubble, it doesn't fade, it doesn't drink. 8 00:00:19,120 --> 00:00:21,360 You know, it's actually, it's really good and it's ethically 9 00:00:21,360 --> 00:00:22,880 made. We got more money on that one 10 00:00:22,880 --> 00:00:25,120 phone call on Friday than we got from the whole Expo that we did, 11 00:00:25,120 --> 00:00:26,800 and it was 2 days. The entire team were there. 12 00:00:26,800 --> 00:00:29,680 Cost 10 to 1000 lbs. I plant trees, so I plant a tree 13 00:00:29,680 --> 00:00:31,440 for every. You're mentioning so many good 14 00:00:31,440 --> 00:00:33,040 things that you seem to be doing organically. 15 00:00:33,080 --> 00:00:35,520 Once said you're faster than the local Chinese take away. 16 00:00:42,180 --> 00:00:44,180 Hello and welcome to another episode, Winning with Shopify 17 00:00:44,180 --> 00:00:45,660 Podcast. If you've never tuned in before, 18 00:00:45,660 --> 00:00:47,180 Happy New Year, welcome to the show. 19 00:00:47,180 --> 00:00:49,700 And if you haven't checked out any of my Tuesday episodes, go 20 00:00:49,700 --> 00:00:51,340 and check those out. I'm going to give you a teaser 21 00:00:51,340 --> 00:00:53,660 today with the thing I've been teasing for like 2 months. 22 00:00:54,140 --> 00:00:56,860 I'm going to talk more about it on Tuesday next week. 23 00:00:57,060 --> 00:00:59,420 We might do a whole session on it depends what else is going on 24 00:00:59,420 --> 00:01:02,500 the Shopify world this week and heading into next week and over 25 00:01:02,500 --> 00:01:04,400 the weekend. We are going to run done. 26 00:01:04,560 --> 00:01:07,040 The biggest, this is our target is the biggest. 27 00:01:07,040 --> 00:01:10,400 This is where you guys come in, the biggest Shopify summit 28 00:01:10,840 --> 00:01:13,560 online that has ever happened. That's our target. 29 00:01:13,560 --> 00:01:15,920 It's going to be launched in the 1st of September. 30 00:01:16,240 --> 00:01:18,120 We haven't worked out yet if we're going to roll content out 31 00:01:18,120 --> 00:01:19,520 week by week. It's going to be all rolled out 32 00:01:19,520 --> 00:01:22,840 in one place or one time, but we are going to be running that 33 00:01:22,840 --> 00:01:24,520 summit. So if you want to get involved, 34 00:01:24,520 --> 00:01:26,760 we have a whole new website coming out in the next week or 35 00:01:26,760 --> 00:01:27,880 two. There's going to be a page in 36 00:01:27,880 --> 00:01:30,240 there where you can sign up. As soon as you sign up, it's 37 00:01:30,320 --> 00:01:32,760 completely free to attend. You'll be the first to hear 38 00:01:32,760 --> 00:01:34,040 about what's going on. I'm going to tease in 39 00:01:34,160 --> 00:01:36,600 information, I might even get some of our speakers, some of 40 00:01:36,600 --> 00:01:39,920 the sponsors on the show in advance as well to tell you guys 41 00:01:39,920 --> 00:01:41,680 what's going on and what kind of things we're going to be 42 00:01:41,680 --> 00:01:42,800 covering. And we're going to have a whole 43 00:01:42,800 --> 00:01:45,560 set of different stages from acquisition stage about 44 00:01:45,560 --> 00:01:49,400 marketing and other things to fulfilment and legal accounting, 45 00:01:49,760 --> 00:01:53,040 all the things you need to know to help run your business and 46 00:01:53,040 --> 00:01:54,960 make things as profitable as possible. 47 00:01:55,480 --> 00:01:57,160 And what's going to be cool is it's going to be live for a full 48 00:01:57,160 --> 00:01:58,120 year. And guess what we're going to do 49 00:01:58,120 --> 00:02:01,120 in September the 1st on 2027. I'm still trying to remember 50 00:02:01,120 --> 00:02:03,720 what year it is at the moment. 2027, we're going to run another 51 00:02:03,720 --> 00:02:05,120 one as well. We're going to update it every 52 00:02:05,120 --> 00:02:07,160 single year. So if you want to sponsor, we 53 00:02:07,160 --> 00:02:09,639 have so many opportunities to get involved from small little 54 00:02:09,639 --> 00:02:11,960 start up apps to big headline sponsors. 55 00:02:12,080 --> 00:02:14,960 We've got some amazing global, global thought leaders on 56 00:02:14,960 --> 00:02:16,880 e-commerce signal on the mainstage as well. 57 00:02:16,880 --> 00:02:19,360 And no, I'm not one of them. I might be interviewing some of 58 00:02:19,360 --> 00:02:20,920 them, but I'm going to be interviewing some of the best 59 00:02:20,920 --> 00:02:23,240 people in the e-commerce industry from some of the top 60 00:02:23,240 --> 00:02:25,680 brands, some of the top speakers and some of the top agencies as 61 00:02:25,680 --> 00:02:27,040 well. But anyway, enough about that. 62 00:02:27,040 --> 00:02:28,360 We're gonna talk more about that on Tuesday. 63 00:02:28,360 --> 00:02:30,360 Today, I'm delighted to be joined by a very special guest. 64 00:02:30,520 --> 00:02:32,640 His name's Liam, and he's the founder of Ethical School. 65 00:02:32,640 --> 00:02:34,200 Where, Sir Liam, welcome to the show. 66 00:02:34,200 --> 00:02:35,320 How are you? I'm good, Nick. 67 00:02:35,400 --> 00:02:36,440 Thank you very much for having me on. 68 00:02:37,680 --> 00:02:41,320 So it's a pleasure to have you and you're a fellow UK based 69 00:02:41,320 --> 00:02:44,040 business, which is always fun. I think almost half our guests 70 00:02:44,040 --> 00:02:46,400 are, but I'm super excited for today. 71 00:02:46,440 --> 00:02:48,680 You're a very different type of company to the other kind of 72 00:02:48,680 --> 00:02:51,240 companies that we actually have had on the show. 73 00:02:51,240 --> 00:02:53,680 You're quite unique in terms of who your customer are and how 74 00:02:53,680 --> 00:02:55,640 the business operates. But if anyone's listening, going 75 00:02:55,640 --> 00:02:58,040 ethical school wear might be able to work out what that is. 76 00:02:58,040 --> 00:02:59,800 But tell us a bit more, you know, what is the business? 77 00:02:59,800 --> 00:03:02,560 How did you get started and what do you guys sell on your store? 78 00:03:02,920 --> 00:03:05,840 And so ethical school wear is kind of exactly what it says in 79 00:03:05,840 --> 00:03:07,520 the tin. It's ethically produced school 80 00:03:07,680 --> 00:03:11,800 form that's available online through Shopify and we get a 81 00:03:13,160 --> 00:03:14,240 pound no. We don't we. 82 00:03:16,520 --> 00:03:18,000 Don't. Yeah, thank you, Shopify. 83 00:03:18,320 --> 00:03:24,880 And so, yeah, a few years ago I was living in Manchester, UK, 84 00:03:25,000 --> 00:03:28,240 not New Hampshire. And I was working for Manchester 85 00:03:28,240 --> 00:03:32,280 City Council in the Commons team and on my route to work and I 86 00:03:32,280 --> 00:03:38,880 walked past a very well known family owned business, let's 87 00:03:38,880 --> 00:03:41,960 just call them that, don't get food. 88 00:03:42,360 --> 00:03:48,280 And I, I, their head office were the most phenomenal super cars, 89 00:03:48,440 --> 00:03:52,360 Bentleys, Rolls, Rolls Royces, just parked on the pavements. 90 00:03:52,360 --> 00:03:54,320 You can sometimes you couldn't even get past them. 91 00:03:54,920 --> 00:03:59,600 And around that time there were some kind of exposes coming out 92 00:03:59,600 --> 00:04:03,320 about how workers were treated and the conditions in their 93 00:04:03,320 --> 00:04:06,840 factories. And it just, I kind of clicked 94 00:04:06,840 --> 00:04:10,560 something in my brain that, hang on a minute, some people are 95 00:04:10,560 --> 00:04:12,920 doing incredibly well out of this business. 96 00:04:13,000 --> 00:04:17,480 How come the people at the bottom are being shafted? 97 00:04:17,920 --> 00:04:21,360 And so I kind of made a conscious decision for myself 98 00:04:21,560 --> 00:04:24,920 just to do some digging and, you know, things that I was buying, 99 00:04:25,160 --> 00:04:29,920 you know, to make sure that as much as possible, I could ensure 100 00:04:29,920 --> 00:04:34,960 that people were treated well. And I kind of realized that we 101 00:04:34,960 --> 00:04:38,800 don't know. We have no idea unless a company 102 00:04:39,720 --> 00:04:45,520 has kind of gone through third party, you know, audits, kind of 103 00:04:47,920 --> 00:04:50,080 inspected and awarded various things. 104 00:04:50,480 --> 00:04:52,200 We have no clue. We're completely blind. 105 00:04:53,400 --> 00:04:55,520 And I didn't really think much more about it. 106 00:04:55,520 --> 00:05:01,240 I just kind of continued with my own thing and we adopted our son 107 00:05:01,240 --> 00:05:06,400 and then school uniform became yeah, yeah, of course in my 108 00:05:06,400 --> 00:05:09,800 life. And the school that he went to 109 00:05:09,800 --> 00:05:14,400 had one single provider. So I dropped him an e-mail. 110 00:05:14,400 --> 00:05:21,840 I was like, oh, hello, you know, can you tell me about, you know, 111 00:05:22,080 --> 00:05:25,680 production processes and the workers and the name on the 112 00:05:25,680 --> 00:05:28,880 label was the name above the door. 113 00:05:28,880 --> 00:05:31,240 So I was like, oh, they obviously, they obviously make 114 00:05:31,240 --> 00:05:35,360 their own or it's a white label. So surely they would know the 115 00:05:35,360 --> 00:05:36,760 answer. You know, they've done some 116 00:05:37,720 --> 00:05:41,560 diligence and they had no answers whatsoever. 117 00:05:42,360 --> 00:05:44,760 Yeah, that's a bit weird. And so I I feel like. 118 00:05:44,920 --> 00:05:46,840 I feel like I should be surprised, but I'm not. 119 00:05:46,960 --> 00:05:49,360 No, Twins he is. Yeah. 120 00:05:49,440 --> 00:05:51,240 Like, ah, that's a bit of a red flag. 121 00:05:52,200 --> 00:05:59,360 So I did some digging and I find a company based in Manchester 122 00:05:59,440 --> 00:06:03,520 that has factories all over the world that's B Corp, certified 123 00:06:03,520 --> 00:06:06,200 trust, ethical trading initiatives, certified, 124 00:06:06,480 --> 00:06:09,040 certified carbon neutral, living wage employer, blah blah blah. 125 00:06:09,560 --> 00:06:15,240 And they are just lovely, really old business that were set up in 126 00:06:15,240 --> 00:06:21,200 the 1930s and they were taken over by the board so that now 127 00:06:21,520 --> 00:06:25,080 employee owns all the profits are shared by employees. 128 00:06:26,320 --> 00:06:33,800 And then we adopted our daughter who has chronic lung disease, 129 00:06:33,800 --> 00:06:36,080 and she was born very prematurely. 130 00:06:36,080 --> 00:06:38,440 And gosh, I'm sorry. To hear that, yeah. 131 00:06:38,480 --> 00:06:40,640 She's fine now. She's, you know, you would never 132 00:06:40,640 --> 00:06:42,960 know. She's an absolute whirlwind and 133 00:06:44,080 --> 00:06:46,840 amazing. So we were living in inner city 134 00:06:46,840 --> 00:06:52,440 Manchester and around that time there was a report on the air 135 00:06:52,440 --> 00:06:56,360 quality in Manchester, which apparently was the worst in the 136 00:06:56,360 --> 00:06:59,360 UK or like. I remember the report, I 137 00:06:59,360 --> 00:07:01,800 remember looking at where my like hometown and stuff was on 138 00:07:01,800 --> 00:07:04,560 the report and thinking good, I think I'm in the clear here, but 139 00:07:04,560 --> 00:07:06,560 a lot of people are not like, this is not OK. 140 00:07:07,080 --> 00:07:10,040 And right at the bottom of our street was just a road that was 141 00:07:10,040 --> 00:07:11,960 constantly congested with lorries. 142 00:07:12,080 --> 00:07:15,520 And I was walking, you know, our eldest to school with her in a 143 00:07:15,520 --> 00:07:19,280 pram and they all these cars and lorries and vans and buses were 144 00:07:19,280 --> 00:07:23,000 just stationary pumping out. You know, I was like, oh, I need 145 00:07:23,040 --> 00:07:25,040 to, I need to get her away from here for Reluns. 146 00:07:25,520 --> 00:07:30,120 And so we decided to move to Northern Ireland, where I'm 147 00:07:30,120 --> 00:07:37,760 from. And when we moved here, the kind 148 00:07:37,760 --> 00:07:39,640 of school uniform thing came back into my mind. 149 00:07:39,720 --> 00:07:43,760 So the school that my son started, I said to the head, I 150 00:07:43,760 --> 00:07:46,040 was like, look, I found this company. 151 00:07:46,040 --> 00:07:50,320 They're really nice. And the only thing is they don't 152 00:07:50,360 --> 00:07:56,600 sell direct to consumer. They're only would you mind if I 153 00:07:56,600 --> 00:08:00,480 set up? Because I really want stuff for 154 00:08:01,440 --> 00:08:03,600 for our kids. Would you mind? 155 00:08:03,600 --> 00:08:04,560 And she was like, yeah, yeah, fine. 156 00:08:04,560 --> 00:08:06,120 Get me some samples and we'll have a look. 157 00:08:06,400 --> 00:08:08,400 Got her some samples. She was really happy. 158 00:08:08,840 --> 00:08:12,720 Started supplying that school. And then literally just through 159 00:08:12,720 --> 00:08:14,880 word of might. So people, I think initially 160 00:08:14,880 --> 00:08:17,080 people bought because they knew me. 161 00:08:17,240 --> 00:08:19,000 They were like, OK, we'll buy your stuff. 162 00:08:19,000 --> 00:08:24,480 Just, you know. Yeah, so the school playground 163 00:08:24,480 --> 00:08:26,960 almost became your marketplace of like, what school does your 164 00:08:26,960 --> 00:08:32,200 other kid go to? Be like hey, what about some 165 00:08:32,240 --> 00:08:34,880 school do for and? People say market traders are 166 00:08:34,880 --> 00:08:36,640 dead. They just changed form is there. 167 00:08:36,679 --> 00:08:39,960 I love that that's. Like opening a big coat. 168 00:08:39,960 --> 00:08:41,320 Do you want to tie? Do you want to poke? 169 00:08:42,080 --> 00:08:45,280 And. Drive in a big van and go like, 170 00:08:45,560 --> 00:08:47,680 yeah, it's a walk in showroom. Yeah, grab what? 171 00:08:48,080 --> 00:08:50,680 You need there's a till in the. Way it open few boxes in the 172 00:08:50,680 --> 00:08:51,840 back. Hey, what do you need? 173 00:08:52,360 --> 00:08:55,800 Couple of gold watches. And then people realize, oh, 174 00:08:55,840 --> 00:08:57,040 actually this is really good stuff. 175 00:08:57,960 --> 00:09:01,200 It doesn't bobble, it doesn't fade, it doesn't drink. 176 00:09:01,320 --> 00:09:03,600 You know, it's actually, it's really good and it's ethically 177 00:09:03,600 --> 00:09:07,880 made. And the random guy who sells it 178 00:09:08,120 --> 00:09:11,440 me plants a tree for every order. 179 00:09:11,440 --> 00:09:16,480 So we stupidly, completely stupidly, and bought a farm. 180 00:09:17,280 --> 00:09:23,000 So we were moving from inner city Manchester where a four 181 00:09:23,000 --> 00:09:25,760 bedroom semi with a decent garden was half a million. 182 00:09:26,160 --> 00:09:31,280 We came to look at this house here and we're like, oh, oh, so 183 00:09:31,320 --> 00:09:34,360 that's what you can get in Northern Ireland for way, way 184 00:09:34,360 --> 00:09:36,720 less. I think I could buy a small town 185 00:09:36,720 --> 00:09:39,840 in Wales instead of having my house like I I found. 186 00:09:39,920 --> 00:09:42,800 I found eight houses for sale all side by side and they're all 187 00:09:42,800 --> 00:09:44,400 three bedroom in a street in Wales. 188 00:09:44,400 --> 00:09:46,000 It's like I could buy all of them. 189 00:09:46,240 --> 00:09:47,840 Do you ever find that in your warehouse? 190 00:09:47,840 --> 00:09:50,080 You have dead stock. You can't sell it, no one wants 191 00:09:50,080 --> 00:09:51,520 to buy it and you can't get a refund on it. 192 00:09:51,800 --> 00:09:54,880 Or alternatively, you're missing inventory in your warehouse that 193 00:09:54,880 --> 00:09:57,040 you need, you've got sales coming in and you're low on 194 00:09:57,040 --> 00:09:59,760 stock and you haven't ordered more stock in time. 195 00:09:59,920 --> 00:10:01,800 All these things hit profit. And I've been there. 196 00:10:01,800 --> 00:10:04,400 I've run my own Shopify store and had exactly that problem. 197 00:10:04,560 --> 00:10:06,560 But we've partnered up with Inventory Planner who have the 198 00:10:06,560 --> 00:10:10,160 most incredible app to help you manage that and forecast exactly 199 00:10:10,160 --> 00:10:13,480 what products, what skews even down to what colour of products 200 00:10:13,480 --> 00:10:16,560 you need to order in advance to make sure stock levels remain 201 00:10:16,560 --> 00:10:19,240 consistent throughout. They're also running a seven day 202 00:10:19,320 --> 00:10:20,800 boot camp. And if you want to go and search 203 00:10:20,800 --> 00:10:23,600 that, it's 7 emails every seven days and it takes the same 204 00:10:23,600 --> 00:10:25,160 amount of time as your morning coffee. 205 00:10:25,240 --> 00:10:27,640 And in seven days, like me, you can become an inventory 206 00:10:27,640 --> 00:10:28,520 management. Pro. 207 00:10:29,080 --> 00:10:30,560 Both links are in the description. 208 00:10:30,800 --> 00:10:33,720 Enjoy like tiny mortgage and sell my house. 209 00:10:33,760 --> 00:10:35,040 I can buy all of them. Yeah. 210 00:10:35,040 --> 00:10:38,800 The problem is the nearest bus stop is like a 22 minute drive. 211 00:10:39,440 --> 00:10:41,440 So to give you an idea of how rural it was. 212 00:10:41,440 --> 00:10:43,520 But yeah. We're not too bad here. 213 00:10:43,520 --> 00:10:45,080 We're half an hour South of Belfast. 214 00:10:45,200 --> 00:10:48,360 We've got villages 3 or 4 miles away. 215 00:10:48,360 --> 00:10:53,800 We do have access to people and to civilization, but it's very 216 00:10:53,800 --> 00:10:57,200 much, you know, it is rural, rural. 217 00:10:57,560 --> 00:10:59,520 And when we were looking around this place, so it's just a 218 00:10:59,520 --> 00:11:00,840 little, it's just a little cottage. 219 00:11:00,840 --> 00:11:03,160 It's very cute. The bet that I'm in here is 200 220 00:11:03,160 --> 00:11:06,160 years old. The walls are like that thick, 221 00:11:06,480 --> 00:11:08,920 insane. And when we're walking around 222 00:11:09,400 --> 00:11:12,920 like it's got 1/2 acre forest, 1/2 acre pond. 223 00:11:12,920 --> 00:11:17,440 It's 6 1/2 acres in total. And we, we were just completely 224 00:11:17,440 --> 00:11:19,160 stupid. We're like, oh, wow, this is 225 00:11:19,160 --> 00:11:20,880 amazing. I didn't know I needed a forest 226 00:11:21,200 --> 00:11:23,640 or a pond. And then we've now I've got 1. 227 00:11:24,840 --> 00:11:25,800 What are we going to do with this? 228 00:11:25,800 --> 00:11:28,240 Like really, it's like it's far too much. 229 00:11:28,600 --> 00:11:32,520 And so I plant trees. So I plant a tree for every 230 00:11:32,520 --> 00:11:35,920 order and customers can name their saplings. 231 00:11:35,920 --> 00:11:38,000 And I do little things on social media. 232 00:11:38,440 --> 00:11:42,400 And that gives aids the opportunity to see that their 233 00:11:42,400 --> 00:11:46,160 purchases have an impact. And when everything has an 234 00:11:46,160 --> 00:11:50,480 impact, hopefully they take that into their adult life knowing 235 00:11:50,480 --> 00:11:56,800 that, you know, my decisions can create good in the world. 236 00:11:57,280 --> 00:12:02,240 And the only downside is that with the rate of growth, I might 237 00:12:02,280 --> 00:12:08,240 be running out of space. But there are other places to 238 00:12:08,240 --> 00:12:10,000 plant trees and just on your farm as well. 239 00:12:10,320 --> 00:12:14,080 So it's a good problem to have. I think I'm going to look into, 240 00:12:14,320 --> 00:12:17,480 there are organizations that specialize in kind of 241 00:12:17,760 --> 00:12:24,280 reforestations or areas that have estimated any unnamed trees 242 00:12:24,400 --> 00:12:27,960 can be planted there. And then I'll keep the named 243 00:12:27,960 --> 00:12:31,400 trees here so I can still do my little videos and stuff. 244 00:12:31,400 --> 00:12:32,960 So yeah, that's that's how it started. 245 00:12:32,960 --> 00:12:35,880 Just word of mouth, more schools on boards. 246 00:12:36,760 --> 00:12:41,200 I know I do 15 schools across Northern Ireland and I've got 247 00:12:41,840 --> 00:12:45,760 one in Shrewsbury and one in Nottingham. 248 00:12:46,160 --> 00:12:49,360 And then there's a number of schools that buy directly from 249 00:12:49,360 --> 00:12:51,800 me for their own and school shop. 250 00:12:51,800 --> 00:12:54,440 And so yeah, it's got. That's amazing. 251 00:12:54,760 --> 00:12:57,240 And so when we, when we talk about schools then so if you 252 00:12:57,240 --> 00:13:00,160 supply a school, is that every single student in that school 253 00:13:00,440 --> 00:13:02,840 like because every school always has like 2 or 3 preferred 254 00:13:02,840 --> 00:13:04,160 suppliers. Don't they have uniform? 255 00:13:04,160 --> 00:13:06,480 I mean, I I'm at the worst age where I'm like probably the 256 00:13:06,480 --> 00:13:09,000 furthest point from school uniform is in school was like 257 00:13:09,440 --> 00:13:12,600 like nearly two decades ago for me now and then looking at when 258 00:13:12,600 --> 00:13:14,040 my little one's going to start school. 259 00:13:14,040 --> 00:13:15,840 She's probably still 3 or 4 years away. 260 00:13:16,240 --> 00:13:19,440 But once it once you sign a school, how much of A like AI 261 00:13:19,440 --> 00:13:21,320 guess the word really is. I don't want to use this in this 262 00:13:21,320 --> 00:13:23,800 in relation to ethical because it's a dirty word because 263 00:13:23,800 --> 00:13:25,840 everywhere you almost get a monopoly in a way. 264 00:13:25,960 --> 00:13:28,960 There must be a level of like they only buy stuff through you. 265 00:13:28,960 --> 00:13:31,160 So you're like, great, they got 600 students. 266 00:13:31,200 --> 00:13:33,280 I got 600 customers that will need multiple items. 267 00:13:33,280 --> 00:13:35,480 Yeah, no, it doesn't work like that. 268 00:13:36,080 --> 00:13:44,160 OK, so schools across the UK are told that they should have 269 00:13:44,160 --> 00:13:48,200 multiple suppliers. I would prefer. 270 00:13:48,680 --> 00:13:51,880 I love competition, I love when I'm off you've. 271 00:13:51,880 --> 00:13:54,160 Got some good USPS like then you can fight hard. 272 00:13:54,440 --> 00:13:58,720 And my, the stuff that I sell is such good quality and my, in my 273 00:13:58,720 --> 00:14:02,600 head, you know, like kind of pricing structure for the 274 00:14:02,640 --> 00:14:07,520 embroidered stuff. My, my kind of my pricing has 275 00:14:07,520 --> 00:14:11,680 been based on what I would be willing to pay, how I felt 276 00:14:11,680 --> 00:14:15,880 having bought, you know, a really expensive, you know, crew 277 00:14:15,880 --> 00:14:19,840 neck sweater went bobbly after, you know, two weeks, you know, 278 00:14:19,840 --> 00:14:22,960 what, what, what price am I happy to pay? 279 00:14:23,280 --> 00:14:28,040 And, and so that I think a lot of people maybe come to me for 280 00:14:28,040 --> 00:14:32,240 the price, some for the ethics, some for the trees. 281 00:14:32,280 --> 00:14:36,600 I, I really know which and but I I love it to have a wee bit of 282 00:14:36,600 --> 00:14:38,560 competition. So the schools not have do they 283 00:14:38,600 --> 00:14:41,560 do they all, do they all abide by that and have multiple people 284 00:14:41,560 --> 00:14:44,720 and you're one of two 35 or do you find that actually they have 285 00:14:44,720 --> 00:14:46,880 like 1 preferred supplier and then a kind of these are the 286 00:14:46,880 --> 00:14:49,720 other places you could go or how do they end up structuring that? 287 00:14:49,720 --> 00:14:51,120 How much do you get promoted by the school? 288 00:14:51,120 --> 00:14:52,520 I guess is is my. Question. 289 00:14:52,520 --> 00:14:55,720 Actually all the schools that I have are very fair. 290 00:14:55,880 --> 00:14:59,120 So they'll have a list of suppliers and generally actually 291 00:14:59,120 --> 00:15:01,600 haven't. That's a good point, I'll check. 292 00:15:02,680 --> 00:15:05,880 I think they're in alphabetical order and then also. 293 00:15:05,880 --> 00:15:07,440 You need to change your business name to begin with. 294 00:15:07,720 --> 00:15:12,880 A1. We, we did that with our agents 295 00:15:12,880 --> 00:15:14,920 here and Shopify partners a while ago, but it doesn't work 296 00:15:14,920 --> 00:15:16,360 anymore. But it used to be alphabetical. 297 00:15:16,600 --> 00:15:19,360 So we're called spec digital, but we changed it to like A1 298 00:15:19,360 --> 00:15:22,200 spec digital. A asterisk to say we were like a 299 00:15:22,280 --> 00:15:24,600 star spec digital. We're like we've had an A star 300 00:15:24,600 --> 00:15:27,520 service and Shopify eventually realized we had about eight 301 00:15:27,520 --> 00:15:29,840 people beginning with a that weren't actually beginning with 302 00:15:29,920 --> 00:15:31,360 A and it shouldn't be alphabetical. 303 00:15:31,360 --> 00:15:34,400 And so, yeah, there's. But how funny in business, and 304 00:15:34,600 --> 00:15:36,640 you've probably seen more than just one of these, how funny in 305 00:15:36,640 --> 00:15:39,360 business that you find the odd little thing like that that 306 00:15:39,360 --> 00:15:42,000 makes such a difference to the business, which in one way it's 307 00:15:42,000 --> 00:15:43,560 good. It's an easy thing to do that 308 00:15:43,560 --> 00:15:46,320 generates lots of revenue, but in the same time it's easily 309 00:15:46,320 --> 00:15:48,400 undone and it's completely out of your control if they change 310 00:15:48,400 --> 00:15:50,280 the rules. So you don't want to rely on it. 311 00:15:50,280 --> 00:15:53,280 But I do find it mad all the hard work we all put into like, 312 00:15:53,320 --> 00:15:56,000 like we did a big Expo last year, 2 days cost me 10s of 313 00:15:56,000 --> 00:15:58,040 thousands of pounds, huge amount of money. 314 00:15:58,240 --> 00:16:00,880 And the day after the Expo, I got the phone just rang in the 315 00:16:00,880 --> 00:16:03,440 office and some local business was looking for local agencies. 316 00:16:03,680 --> 00:16:05,040 And we've now got a new biggest client. 317 00:16:05,880 --> 00:16:08,200 And it was just like, if I knew that phone call was coming on 318 00:16:08,200 --> 00:16:09,800 Friday, you wouldn't have gone to the Expo. 319 00:16:09,800 --> 00:16:12,200 I told it was, it was. We got more money on that one 320 00:16:12,200 --> 00:16:14,440 phone call on Friday than we got from the whole Expo that we did. 321 00:16:14,440 --> 00:16:16,080 And it was 2 days. The entire team were there. 322 00:16:16,080 --> 00:16:17,160 It cost 10s of thousands of pounds. 323 00:16:17,520 --> 00:16:19,480 And it was like we're making 10s of thousands of pounds on that 324 00:16:19,480 --> 00:16:20,680 one phone call that came in per month. 325 00:16:20,800 --> 00:16:24,440 It was just like, oh, OK. But there are always these 326 00:16:24,440 --> 00:16:25,800 little nuances in business, aren't there? 327 00:16:25,800 --> 00:16:27,840 Where it's like you just changing the name or I'm not 328 00:16:27,840 --> 00:16:30,320 saying you have changed the name, but if it is alphabetical, 329 00:16:30,320 --> 00:16:32,800 it's like going and checking them and going, Oh no, I'm the 330 00:16:32,800 --> 00:16:35,040 bottom of five because they all begin with a letter before the 331 00:16:35,040 --> 00:16:37,320 letter E, you know, in the alphabet. 332 00:16:37,320 --> 00:16:39,440 It's yeah. Yeah, there is. 333 00:16:39,480 --> 00:16:42,160 There's one school where I found like this year that. 334 00:16:42,160 --> 00:16:44,160 So I'm listed on that. They have a page on their 335 00:16:44,160 --> 00:16:47,160 website for school uniform and I'm listed there and there's a 336 00:16:47,160 --> 00:16:50,880 live link straight through, but then actually on there. 337 00:16:51,160 --> 00:16:55,000 So all schools have to have APDF, you know, policy of yeah, 338 00:16:55,000 --> 00:16:58,480 yeah, yeah. Bullying, drugs and alcohol. 339 00:16:58,480 --> 00:17:01,400 That school uniform and I wasn't listed on it. 340 00:17:01,960 --> 00:17:06,800 And so of all my schools, it is the biggest, but I sell the 341 00:17:06,800 --> 00:17:09,400 least. And I was like, OK, well, 342 00:17:09,400 --> 00:17:11,960 obviously that's why so people are going I, you know, the 343 00:17:11,960 --> 00:17:15,400 school uniform policy. And if that's the only school 344 00:17:15,400 --> 00:17:19,280 uniform shop that's listed, will go there to be fixed. 345 00:17:19,359 --> 00:17:20,720 Thank you. I was going to say, can you call 346 00:17:20,720 --> 00:17:22,720 foul on that and say there's a rule on this and you're not 347 00:17:22,720 --> 00:17:26,160 following that rule so you need to by adding me in or hello 348 00:17:27,640 --> 00:17:30,160 politely. Politely have been missed. 349 00:17:30,560 --> 00:17:33,520 Yeah, too much apologies. If I sorry to waste your time 350 00:17:33,640 --> 00:17:35,720 but. I know you're very busy, but. 351 00:17:38,720 --> 00:17:40,040 Well, sometimes that's the first conversation. 352 00:17:40,040 --> 00:17:41,760 The last one is right. I'm phoning the government. 353 00:17:42,160 --> 00:17:44,880 I'm getting you know you need to be doing this and you're not, 354 00:17:45,320 --> 00:17:46,680 although you don't get kicked out by them. 355 00:17:47,520 --> 00:17:50,720 Yeah, that's the thing. Yeah, you don't cut off the hand 356 00:17:50,720 --> 00:17:52,160 that feeds you. It's sometimes what I'm thinking 357 00:17:52,400 --> 00:17:55,280 in meetings and I won't say who with or where or when, but I've 358 00:17:55,280 --> 00:17:58,480 got a question about this word of mouth because I think more 359 00:17:58,480 --> 00:18:00,400 businesses will be hearing that going. 360 00:18:00,680 --> 00:18:03,320 Oh, it all sounds so Blase. Liam, you just, yeah, you just 361 00:18:03,320 --> 00:18:04,920 created some cool stuff and people went, oh, that's cool, 362 00:18:04,920 --> 00:18:06,640 let me buy it. Whereas I'm in a competitive 363 00:18:06,640 --> 00:18:08,720 industry and but you are as well. 364 00:18:09,560 --> 00:18:13,000 You must have done some things over time to instigate more word 365 00:18:13,000 --> 00:18:16,040 of mouth or to have an immediate as soon as someone says, oh, 366 00:18:16,080 --> 00:18:18,600 where is that from? Have a an immediate like, well, 367 00:18:18,600 --> 00:18:21,320 this is where it's from, like the elevator pitch and, you 368 00:18:21,320 --> 00:18:23,280 know, very passively because I think that suits your 369 00:18:23,280 --> 00:18:25,800 personality and brand. But still having that kind of 370 00:18:25,800 --> 00:18:28,560 concrete like, OK, here's an opportunity for word of mouth to 371 00:18:28,560 --> 00:18:30,760 grow. Is there anything businesses 372 00:18:30,760 --> 00:18:31,960 could do? Would you advise any other 373 00:18:31,960 --> 00:18:33,920 companies to get more word of mouth things happening? 374 00:18:33,920 --> 00:18:37,120 Like how do you instigate more of that on the basis that's the 375 00:18:37,120 --> 00:18:38,800 way you've grown to where you are? 376 00:18:38,800 --> 00:18:41,280 Yeah. It's a funny one because I'm 377 00:18:41,760 --> 00:18:48,080 really lucky in that parents talk to each other and they all 378 00:18:48,080 --> 00:18:49,840 have an opinion on the school uniform. 379 00:18:49,880 --> 00:18:52,680 It's a grudge purchase. I'm sure I will have seen Oh. 380 00:18:52,680 --> 00:18:55,520 Absolutely, and it will be the number one topic of 381 00:18:55,520 --> 00:18:56,640 conversation. First, wash and. 382 00:18:56,640 --> 00:18:58,880 I'll be like it wasn't always. This Yeah, yeah. 383 00:19:00,000 --> 00:19:04,400 Get ready for that. And they all, you know, people 384 00:19:04,400 --> 00:19:07,880 are at, you know, stay. You will be going to stay in 385 00:19:07,880 --> 00:19:09,640 place soon. Are you? 386 00:19:10,040 --> 00:19:11,840 Yeah. Have you ventured into any yet? 387 00:19:12,640 --> 00:19:14,880 We've been to some like sensory groups and stuff. 388 00:19:14,880 --> 00:19:17,160 We've just decided not to do nursery just yet. 389 00:19:17,160 --> 00:19:19,440 So like we're, we're going to take that, that, that leap. 390 00:19:19,440 --> 00:19:21,200 We're like, we don't need to pay for it. 391 00:19:21,200 --> 00:19:22,760 And actually we, we don't need it. 392 00:19:22,760 --> 00:19:23,880 It was more of her to engage with kids. 393 00:19:23,880 --> 00:19:24,960 So we're going to do that another way. 394 00:19:24,960 --> 00:19:27,720 But so we've done lots of the, the classes and to be honest, 395 00:19:27,720 --> 00:19:30,320 the main, the main bit of feedback I get is when I go to a 396 00:19:30,320 --> 00:19:33,000 class, I, I, I try to give my wife some free time. 397 00:19:33,000 --> 00:19:34,080 So I'm at work and she's looking off. 398 00:19:34,400 --> 00:19:36,440 So I tried to say so, you know, go to the gym, go and see some 399 00:19:36,440 --> 00:19:39,280 friends, have have a few hours to yourself away from baby. 400 00:19:39,400 --> 00:19:41,920 You know, you'll you'll need to pump milk and other stuff might 401 00:19:41,960 --> 00:19:43,600 go there, but go and have some time away. 402 00:19:43,920 --> 00:19:47,440 So the main bit of feedback I get is wow, a dad out with an 403 00:19:47,440 --> 00:19:50,600 under one year old on his own and I'm like what? 404 00:19:50,600 --> 00:19:53,960 Like I've got a bottle of milk nappies like this isn't 405 00:19:53,960 --> 00:19:55,800 complicated and I love it a bit. It's like this is fun. 406 00:19:55,800 --> 00:19:59,560 But I'm always the only dad only there's always dads with mums or 407 00:19:59,560 --> 00:20:01,400 there's granddads with, you know, mums still. 408 00:20:01,400 --> 00:20:03,040 And so mums attached to the baby. 409 00:20:03,040 --> 00:20:04,280 Oh, the class they're going to be. 410 00:20:04,280 --> 00:20:05,040 Yeah, we've done stuff like that. 411 00:20:05,040 --> 00:20:07,240 But we know we've not been to a stay and play kind of like 412 00:20:07,240 --> 00:20:09,560 nursery environment yet. We've not, we're not quite made 413 00:20:09,560 --> 00:20:12,360 that leave. So when you go to many stay and 414 00:20:12,400 --> 00:20:15,440 play, which I did because I took adoption leave. 415 00:20:16,040 --> 00:20:21,640 When you're in a room with lots of people that the only thing 416 00:20:21,720 --> 00:20:24,960 you have in common with is the fact that you have a child 417 00:20:24,960 --> 00:20:29,200 there, finding things to talk about is quite tricky. 418 00:20:29,720 --> 00:20:32,640 You can talk about the weather and then you get on to school. 419 00:20:32,640 --> 00:20:35,240 So where are you thinking that one round there, that one like 420 00:20:35,280 --> 00:20:37,720 and then school uniform always comes up. 421 00:20:37,720 --> 00:20:43,760 So parents talk about school uniform a lot, not necessarily 422 00:20:43,760 --> 00:20:48,520 always good. And so my job is to make people 423 00:20:48,520 --> 00:20:51,000 actually feel good about the school. 424 00:20:51,000 --> 00:20:54,120 You know, they're buying, that people are treated well, that 425 00:20:54,120 --> 00:20:57,120 the environment is looked after, that they're paying a fair price 426 00:20:57,120 --> 00:21:01,000 and then it comes quickly. That's if I believe that then 427 00:21:01,240 --> 00:21:04,080 I'm winning. What I find should user 428 00:21:04,080 --> 00:21:09,720 generated content, while incredibly hard to get once 429 00:21:09,720 --> 00:21:13,440 you've got like a a nice, especially a new testimony or. 430 00:21:14,120 --> 00:21:16,320 I saw the video on your homepage I mentioned to you before we hit 431 00:21:16,320 --> 00:21:19,480 record like so powerful just showing your stuff versus 432 00:21:19,480 --> 00:21:21,080 someone else's for the same school. 433 00:21:21,400 --> 00:21:24,280 And it was evident from, I think you said she just works at the 434 00:21:24,280 --> 00:21:25,440 school or one of the parents or something. 435 00:21:25,640 --> 00:21:28,680 But she it's just evident you've got a better quality item than 436 00:21:28,880 --> 00:21:31,040 other people. It's incomparable. 437 00:21:31,040 --> 00:21:33,040 And it's not you saying it, it's totally authentic. 438 00:21:33,080 --> 00:21:37,840 I would never say it. No, they don't come from it and 439 00:21:38,520 --> 00:21:42,640 and that video is like it's been so well received because it's an 440 00:21:42,640 --> 00:21:46,240 actual human being who has real life experience of it. 441 00:21:46,360 --> 00:21:48,400 And she says, look at these, Look at these. 442 00:21:48,480 --> 00:21:50,600 The quality's uncomparable. Alan. 443 00:21:50,600 --> 00:21:53,240 It was I, I I don't think she mentioned a few of the USPS as 444 00:21:53,240 --> 00:21:53,640 well. Yeah. 445 00:21:56,440 --> 00:22:01,920 My, my issue when I first go into a school is that like, I'll 446 00:22:01,920 --> 00:22:04,680 put out a little display at an open evening and you know, 447 00:22:04,680 --> 00:22:06,960 people will feel it and they'll take a leaflet, whatever. 448 00:22:08,040 --> 00:22:11,800 Until you've bought something and you've washed it 20 times. 449 00:22:11,840 --> 00:22:16,240 You don't know, you know, if am I, am I taking a risk with this? 450 00:22:16,240 --> 00:22:19,560 And because, you know, school uniform, it's has to be durable 451 00:22:19,560 --> 00:22:24,000 and it has to last, you know, that kind of early adopter 452 00:22:24,200 --> 00:22:26,080 thing, you know, it can be a bit tricky. 453 00:22:26,080 --> 00:22:31,000 So generally I find that when I take on a school year one, I 454 00:22:31,000 --> 00:22:37,840 sell a few and generally I get the sense that those people, for 455 00:22:37,840 --> 00:22:39,720 them, it's the ethics. And they're like, yeah, 456 00:22:39,880 --> 00:22:41,120 absolutely. It's a no brainer. 457 00:22:41,760 --> 00:22:45,200 Then year 2, they go into their class scripts and they say 458 00:22:45,200 --> 00:22:48,400 actually this washed really well, hasn't lost its color, 459 00:22:48,400 --> 00:22:52,280 hasn't shrunk, hasn't bubbled. And then year 2 is when I, you 460 00:22:52,280 --> 00:22:56,840 know, see real sales then. And so yeah, it's, it's high, 461 00:22:56,840 --> 00:22:58,560 high, high. Can you you know? 462 00:22:59,280 --> 00:23:00,960 Yeah, yeah, yeah. I hear you. 463 00:23:01,200 --> 00:23:03,200 I mean, the only thing you just did purely an idea. 464 00:23:03,200 --> 00:23:06,200 And this is not my my world of standing at parents open 465 00:23:06,200 --> 00:23:07,880 evenings. Again, it hasn't started yet. 466 00:23:07,880 --> 00:23:10,360 It's coming. And but I wonder if you almost 467 00:23:10,360 --> 00:23:13,560 just get one of your garments and wash it like 100 times, just 468 00:23:13,560 --> 00:23:16,520 like wash it dirty wash it and just have that to say to them. 469 00:23:16,720 --> 00:23:19,040 Here's one of our garments. Been through 100 washes? 470 00:23:19,240 --> 00:23:21,640 Or like even one of your kids, they've worn. 471 00:23:21,880 --> 00:23:23,400 Those I've I've got them feel it. 472 00:23:24,040 --> 00:23:26,040 Yeah, exactly. Take that and say here's one 473 00:23:26,040 --> 00:23:28,360 that's like this is 3 years old and it's been worn. 474 00:23:28,560 --> 00:23:31,000 It's been worn at least two, maybe three days a week for 475 00:23:31,000 --> 00:23:33,040 years. Feel it and compare it to the 476 00:23:33,040 --> 00:23:36,560 one your kids wearing right now. Like compare the quality and how 477 00:23:36,560 --> 00:23:38,200 much was that one? Well, this one was there. 478 00:23:38,240 --> 00:23:40,320 Is this one cost? Like it's really competitive. 479 00:23:40,320 --> 00:23:43,640 I love that pricing because it's the try before you buy, isn't 480 00:23:43,640 --> 00:23:45,440 it? It's like like if you see skin 481 00:23:45,440 --> 00:23:47,280 care products, it's like my skin did look like this and now it 482 00:23:47,280 --> 00:23:49,120 looks like this. You're like, I want that. 483 00:23:49,120 --> 00:23:51,240 Like I saw one of the other day that said, like, like, I've lost 484 00:23:51,240 --> 00:23:52,640 this much weight. It's an alternative. 485 00:23:52,640 --> 00:23:54,840 It's a capsule you take instead of the new weight loss jabs that 486 00:23:54,840 --> 00:23:56,160 everyone's banging on about in the UK. 487 00:23:56,520 --> 00:23:58,880 And I was like, for a second I was like, that's interesting. 488 00:23:58,880 --> 00:24:01,440 And like, I've got a secret weapon at home called my wife, 489 00:24:01,440 --> 00:24:03,600 who's AGP. And I said to her, like, it's 490 00:24:03,600 --> 00:24:04,720 all right, you're a, you're a doctor, honey. 491 00:24:04,720 --> 00:24:05,920 What, where they should like close it. 492 00:24:05,920 --> 00:24:07,640 They're all nonsense. It will probably give you this 493 00:24:07,640 --> 00:24:09,640 and this, but I want to ask you a question about delivery. 494 00:24:10,040 --> 00:24:11,560 So you, you just touched on something. 495 00:24:11,600 --> 00:24:13,800 I'm basically, I'm writing a small business plan in my for 496 00:24:13,800 --> 00:24:15,520 you of like how you operate your business. 497 00:24:15,520 --> 00:24:17,760 I don't always do this, but you're mentioning so many good 498 00:24:17,760 --> 00:24:19,400 things that you seem to be doing organically. 499 00:24:19,880 --> 00:24:23,320 But delivery, I think you've touched on a really big like key 500 00:24:23,320 --> 00:24:26,360 point here is you must get so many people ordering in an 501 00:24:26,360 --> 00:24:28,760 emergency. It's like my kid was in the 502 00:24:28,760 --> 00:24:31,400 playground wearing their normal school uniform that we bought 503 00:24:31,400 --> 00:24:33,360 from you. Someone slide tackled them and 504 00:24:33,400 --> 00:24:34,840 they ripped it. And I need another one. 505 00:24:34,840 --> 00:24:36,640 I need it quick. Like I've got one that's come 506 00:24:36,640 --> 00:24:38,560 out the wash today and it's probably going to be dirty 507 00:24:38,560 --> 00:24:40,400 tonight, so dirty tomorrow night. 508 00:24:40,400 --> 00:24:42,480 So I need like next day delivery stuff that short. 509 00:24:42,600 --> 00:24:44,840 That must be again, it might feel normal to you because you 510 00:24:44,880 --> 00:24:46,400 are the customer. You are a parent at the same 511 00:24:46,400 --> 00:24:47,920 time. But I just want to interrupt 512 00:24:47,920 --> 00:24:50,000 today's episode to tell you about some big news for Shopify 513 00:24:50,000 --> 00:24:53,040 at Merch Yacht PO, which you might be using is sunsetting as 514 00:24:53,040 --> 00:24:55,600 e-mail and SMS products. You may have got an e-mail from 515 00:24:55,600 --> 00:24:57,440 them and if you haven't, this might be the first time you're 516 00:24:57,440 --> 00:24:59,200 hearing about this. So if you have been using them, 517 00:24:59,480 --> 00:25:00,880 then you might be wondering what's next? 518 00:25:01,000 --> 00:25:03,080 Well, our sponsor Saguno has you covered. 519 00:25:03,400 --> 00:25:05,880 Saguno is the most deeply integrated e-mail marketing 520 00:25:05,880 --> 00:25:08,560 platform for Shopify and makes switching really, really simple 521 00:25:08,560 --> 00:25:10,800 with hands on onboarding, migration help and 522 00:25:10,800 --> 00:25:14,600 deliverability expertise. Right now with code WWS 20, you 523 00:25:14,600 --> 00:25:16,760 get 20% of your first three months with Saguno. 524 00:25:16,840 --> 00:25:18,440 So don't let your marketing skip a beat. 525 00:25:18,640 --> 00:25:22,920 Switch to Saguno today at gino.com/winning with Shopify. 526 00:25:23,760 --> 00:25:26,200 That must be one of so many touch points you've been able to 527 00:25:26,600 --> 00:25:30,080 cover because you have this physical digital but also 528 00:25:30,120 --> 00:25:33,640 endorsed like marketing plan. You've got the website, you go 529 00:25:33,640 --> 00:25:36,360 to schools and show things at parents evening and open days 530 00:25:36,360 --> 00:25:38,480 and things, plus the schools endorsing you. 531 00:25:38,960 --> 00:25:42,760 You've got so many touch points to customer that so many of my 532 00:25:42,760 --> 00:25:45,440 listeners don't have these kind of like almost like a dark 533 00:25:45,440 --> 00:25:47,920 kitchen bit of e-commerce where it's like we just have a 534 00:25:47,920 --> 00:25:50,600 warehouse full of stuff. People order on the website, we 535 00:25:50,600 --> 00:25:53,520 send it out and we only know what the customer tells us or 536 00:25:53,520 --> 00:25:57,040 phones us or emails us or reviews us on review platform. 537 00:25:57,520 --> 00:25:59,840 You must have this advantage where delivery must be one of so 538 00:25:59,840 --> 00:26:01,800 many things that you meet parents and you are a parent, 539 00:26:01,800 --> 00:26:03,880 you talk to parents, the playground and going, yeah, we 540 00:26:03,880 --> 00:26:06,240 could solve that. We could solve that for free and 541 00:26:06,240 --> 00:26:08,520 we could just become part of our DNA or we could offer that as a 542 00:26:08,600 --> 00:26:11,280 premium me a next day delivery service or there must be so many 543 00:26:11,280 --> 00:26:12,760 of these things you've come across with that direct 544 00:26:12,760 --> 00:26:15,360 interaction. And so my favorite thing to do 545 00:26:15,360 --> 00:26:18,840 is have doorstep chats. If, if an order come from within 546 00:26:18,840 --> 00:26:21,920 15 miles of my house, I, I will deliver it. 547 00:26:22,080 --> 00:26:24,080 I will. I love that I've heard other 548 00:26:24,080 --> 00:26:25,400 founders say the same thing as such. 549 00:26:25,400 --> 00:26:27,560 So what's the best thing you've learned to ask you a question? 550 00:26:27,560 --> 00:26:29,040 What's the best thing you've learned on Door to Door? 551 00:26:29,680 --> 00:26:36,520 The polos. So I, I, I don't consider polos. 552 00:26:36,520 --> 00:26:39,080 I'm like, it's a polo, you know, it works, it's fine. 553 00:26:39,080 --> 00:26:42,480 It washes OK. They love the polo. 554 00:26:42,480 --> 00:26:43,840 As in a polo. Shirt polo. 555 00:26:43,880 --> 00:26:46,360 Yeah, polo shirts. They love them. 556 00:26:46,880 --> 00:26:52,320 Like, that's that's cool. Like, you know, OK, yeah, no, I 557 00:26:52,600 --> 00:26:57,560 So like, for example, yesterday someone, someone placed an order 558 00:26:58,680 --> 00:27:02,440 and emailed and said the school is basically a black hole. 559 00:27:02,440 --> 00:27:05,360 All the jumpers just disappear. I have no jumpers left. 560 00:27:05,720 --> 00:27:07,920 Can you get the jumper? I was like, yeah, I'd be with 561 00:27:07,920 --> 00:27:09,640 you this time. You don't put yeah, you don't 562 00:27:09,640 --> 00:27:12,320 put air tags on them, do you? I feel like your jumper's 563 00:27:12,320 --> 00:27:15,840 currently in the gym. Your jumper's currently in the 564 00:27:15,880 --> 00:27:18,520 boot of my car and will be there in 5 minutes. 565 00:27:18,960 --> 00:27:20,640 Yeah, yeah. So we, we've got some clients, 566 00:27:20,720 --> 00:27:23,760 for example, we've got one that does same day delivery before 567 00:27:23,760 --> 00:27:25,840 midday in London and they sell jewelry. 568 00:27:26,400 --> 00:27:29,360 So we have something on the website that detects it doesn't 569 00:27:29,360 --> 00:27:31,280 actually talk about it. I think, I think it talks about 570 00:27:31,280 --> 00:27:33,280 it on some pages. If you search like jewelry shop 571 00:27:33,320 --> 00:27:36,320 London, it says like you can't come in here with just the 572 00:27:36,320 --> 00:27:38,640 warehouse, but it is next day delivery in London. 573 00:27:38,640 --> 00:27:41,680 So they've got some clout and SEO authority on keywords like 574 00:27:41,680 --> 00:27:43,400 that. But if you put London into the 575 00:27:43,400 --> 00:27:46,520 Shopify carts, they're using Shopify plus, it automatically 576 00:27:46,520 --> 00:27:49,720 interjects and says, would you like free same day delivery? 577 00:27:49,920 --> 00:27:51,840 Because we are in London and we can do that. 578 00:27:51,840 --> 00:27:53,920 Or it might, there might be a small charge in it, but they 579 00:27:53,920 --> 00:27:56,320 basically use like Uber or delivery or someone to send it 580 00:27:56,480 --> 00:27:58,240 out. And actually if the orders 581 00:27:58,240 --> 00:28:01,120 because it's jewelry, some of the stuff starts at like 10 lbs 582 00:28:01,120 --> 00:28:03,560 for a sterling silver item. It's all very cost effective and 583 00:28:03,800 --> 00:28:05,960 very much driven on kind of price and availability and a 584 00:28:05,960 --> 00:28:08,080 sort of, you know, have six different pairs and choose one 585 00:28:08,080 --> 00:28:10,480 you want to wear each day rather than buying one nice one that 586 00:28:10,480 --> 00:28:12,160 costs you hundreds of thousands of pounds. 587 00:28:12,160 --> 00:28:14,880 But the more expensive items, they're just like, this is a, 588 00:28:15,040 --> 00:28:16,760 you know, this is a diamonds product. 589 00:28:17,080 --> 00:28:19,280 So actually, let's just put it in an Uber and send it out right 590 00:28:19,280 --> 00:28:20,640 now. Like literally just send it 591 00:28:20,640 --> 00:28:22,480 straight to their door. Imagine someone, imagine the 592 00:28:22,480 --> 00:28:25,200 review we'll get from these guys and say to the Uber driver, like 593 00:28:25,200 --> 00:28:27,040 when you take it to the front, at least you order an Uber on 594 00:28:27,040 --> 00:28:30,040 their phone, Send it when the Uber driver arrives, say to the 595 00:28:30,040 --> 00:28:32,520 Uber driver, like, can you say as well, like they've sent it 596 00:28:32,520 --> 00:28:33,840 straight here because they're based in London. 597 00:28:34,640 --> 00:28:37,240 Like I understand you placed the order at 1:00 PM and it's 598 00:28:37,240 --> 00:28:39,880 currently like 2:10. Could you leave us a review 599 00:28:39,880 --> 00:28:42,560 saying that, you know, and they enhance them like a business 600 00:28:42,560 --> 00:28:45,640 card with the QR code on it. Just super slick stuff. 601 00:28:45,920 --> 00:28:48,560 But it's that, it's that interjection saying, are you 602 00:28:48,560 --> 00:28:50,240 home now? We can get it delivered in the 603 00:28:50,240 --> 00:28:52,760 next two hours. If it's over like 200 lbs or 604 00:28:52,760 --> 00:28:55,040 something, they're like, we'd happily pay £20 for an Uber to 605 00:28:55,040 --> 00:28:58,000 get that review or if it's over 500 or 1000 or something. 606 00:28:58,000 --> 00:29:01,080 So I, I love that you're doing that and getting that speed of 607 00:29:01,080 --> 00:29:03,080 use. What are people's responses when 608 00:29:03,080 --> 00:29:05,520 you phone them or e-mail them and say, like, I can, I can drop 609 00:29:05,520 --> 00:29:07,440 it off this afternoon. I'm only 10 miles away like. 610 00:29:08,000 --> 00:29:10,400 No, they're amazed. Someone I've had a couple of 611 00:29:10,400 --> 00:29:13,800 people say once said you're faster than the local Chinese 612 00:29:13,800 --> 00:29:17,160 take away. I'm all the police. 613 00:29:18,080 --> 00:29:20,800 And then someone else, someone else like you're faster than 614 00:29:20,800 --> 00:29:23,760 Amazon. I was like, OK, I'll take it. 615 00:29:23,800 --> 00:29:25,640 And on the website you would never know that. 616 00:29:26,120 --> 00:29:28,000 OK. That is you picking up on the 617 00:29:28,040 --> 00:29:30,680 addresses then, yeah. Maybe, you know, that is kind of 618 00:29:30,680 --> 00:29:33,440 my secret weapon, you know, don't, don't tell my 619 00:29:33,440 --> 00:29:36,720 competitors. And because I, I always over egg 620 00:29:36,720 --> 00:29:40,040 it, I would rather people. Yeah, I, I like to manage 621 00:29:40,040 --> 00:29:41,080 people's expectations. Yeah. 622 00:29:41,080 --> 00:29:44,600 Yeah, of course. I because the company that I 623 00:29:44,600 --> 00:29:48,720 use, they, you know, they don't do drop shipping at all. 624 00:29:48,920 --> 00:29:50,720 So I have to hold all the stock. Thank you. 625 00:29:50,720 --> 00:29:54,560 We avoid buildings here, so I've got loads of stuff on the 626 00:29:54,560 --> 00:29:59,200 website, it says please allow up to 14 days for delivery. 627 00:30:00,000 --> 00:30:06,440 So when they get it within 24 hours, they're just amazed. 628 00:30:06,440 --> 00:30:10,360 And it's like, yeah, now that people kind of realize that, 629 00:30:10,440 --> 00:30:13,440 yes, it could take up to 14 days if I have to order stocking. 630 00:30:13,920 --> 00:30:17,000 But generally, if it's available on the website, you're going to 631 00:30:17,000 --> 00:30:23,280 get it really quickly. And then I have on Shopify I 632 00:30:23,280 --> 00:30:26,600 have the Trustpilot integration. So. 633 00:30:28,000 --> 00:30:32,400 A few weeks after, so I always I wanted to leave it a few weeks 634 00:30:32,400 --> 00:30:34,880 before they got the invitation to leave a review because I 635 00:30:34,880 --> 00:30:37,240 wanted them to get a chance to. Yeah, of course. 636 00:30:37,360 --> 00:30:39,880 Use it wash. It a few times and use all your 637 00:30:39,880 --> 00:30:41,280 keywords. Yeah, exactly. 638 00:30:42,400 --> 00:30:46,880 So I think I've got like over 105 star reviews. 639 00:30:47,440 --> 00:30:50,600 Like because people are getting it so quickly, they think it's 640 00:30:50,600 --> 00:30:54,320 going to take 14 days up to 14 days, and they get it within 24 641 00:30:54,320 --> 00:30:56,800 hours. And they're, you know, five 642 00:30:56,800 --> 00:30:57,600 stars. Amazing. 643 00:30:57,640 --> 00:31:00,840 I'm like, yeah, thank you. There's only one caveat to that 644 00:31:00,840 --> 00:31:04,840 is I, I left a five star review, but I put in it something which 645 00:31:04,840 --> 00:31:06,720 might have ruined their delivery policy. 646 00:31:06,720 --> 00:31:09,840 And the irony is we are pitching to this brand right now. 647 00:31:09,840 --> 00:31:11,560 I've been buying from them for like 3-4 years. 648 00:31:11,880 --> 00:31:14,120 So I've desperately tried to find my review to delete it in 649 00:31:14,120 --> 00:31:16,840 case they see my name on it. But I gave them five stars. 650 00:31:17,440 --> 00:31:21,240 What I said is I said I've always, I've always done 651 00:31:21,760 --> 00:31:25,560 standard delivery, which says like 2 to 4 business days or 652 00:31:25,560 --> 00:31:28,240 working days or whatever. And it always arrives in under 653 00:31:28,240 --> 00:31:30,400 2. It's, it's either, it's if I 654 00:31:30,400 --> 00:31:32,480 would have like 9:00 AM, it'd be next day. 655 00:31:32,480 --> 00:31:35,640 And if I order like 5 PM, it will be two days. 656 00:31:35,640 --> 00:31:38,080 So it'll be like next day once it's been dispatched the next 657 00:31:38,080 --> 00:31:40,520 day kind of thing. And I put like this, so there's 658 00:31:40,520 --> 00:31:44,200 no point paying for next day. Love their delivery policy and 659 00:31:44,200 --> 00:31:46,320 stuff. But now we're now we're pitching 660 00:31:46,320 --> 00:31:48,320 to them. I've said to them like lots of 661 00:31:48,320 --> 00:31:51,200 people saying the delivery is too fast because they do have a 662 00:31:51,200 --> 00:31:55,200 next day option and it's like another 5 lbs and standard is 663 00:31:55,200 --> 00:31:57,360 free. So it's like I've been, we sort 664 00:31:57,360 --> 00:32:00,360 of said as part of the pitch, like you should probably like do 665 00:32:00,360 --> 00:32:04,480 a 24 hour dispatch rather than immediate dispatch or just to 666 00:32:04,480 --> 00:32:06,520 manage the expectations. Say it's not just next day 667 00:32:06,520 --> 00:32:09,720 delivery, it's it's same day dispatch, next day delivery or 668 00:32:09,720 --> 00:32:13,080 it's next day dispatch and then two to four day delivery 669 00:32:13,080 --> 00:32:16,640 afterwards sort of thing just to manage those expectations. 670 00:32:16,640 --> 00:32:19,120 And they said the software cost of trying to work out how to 671 00:32:19,120 --> 00:32:22,760 delay it in the warehouse, have a queue of like just let it sit 672 00:32:22,760 --> 00:32:25,600 somewhere and Shopify for 24 hours and then go right, we're 673 00:32:25,600 --> 00:32:27,640 off. But I think it's an amazing 674 00:32:27,640 --> 00:32:30,720 topic that you bring up about managing customers expectations 675 00:32:30,720 --> 00:32:33,840 about things. I mean, we we provoke so many 676 00:32:33,840 --> 00:32:35,280 brand now. I think I'm well into the 677 00:32:35,280 --> 00:32:38,120 thousands. I've seen so many nutters in the 678 00:32:38,320 --> 00:32:41,960 like comment sections on Trustpilot leaving reviews and 679 00:32:41,960 --> 00:32:44,960 saying all sorts of things saying like this product, you 680 00:32:44,960 --> 00:32:47,840 know, I tried to use this rope to tow a car and it failed. 681 00:32:47,840 --> 00:32:52,280 It's like, yeah, it's a belt, like it's genuine example. 682 00:32:52,600 --> 00:32:54,880 And it's things like that where it's like, yeah, this was never 683 00:32:54,880 --> 00:32:56,800 supposed to pull like a three ton Tesla. 684 00:32:57,040 --> 00:33:01,360 Like this is ridiculous, but I want to I want to come in to 685 00:33:01,360 --> 00:33:03,200 land on something that's obviously, you know, right in 686 00:33:03,320 --> 00:33:06,600 right in my heart, which is SEO and it's all over our notes. 687 00:33:06,600 --> 00:33:08,560 You've done a huge amount of SEO work. 688 00:33:09,160 --> 00:33:11,200 Talk us through just headline. You know what, what's the 689 00:33:11,200 --> 00:33:12,920 strategy been? Where's the success come from? 690 00:33:12,920 --> 00:33:15,400 What have you focused on? How do you do SEO when it's 691 00:33:15,680 --> 00:33:18,640 probably less product focused and more school focused, I 692 00:33:18,640 --> 00:33:20,200 imagine. But you know, tell us. 693 00:33:20,400 --> 00:33:22,720 Tell us how you've had to approach SEO in your specific 694 00:33:22,960 --> 00:33:29,880 space. So I I came to this with 0 SEO 695 00:33:30,040 --> 00:33:35,000 knowledge and just reading through blogs and things it was, 696 00:33:35,040 --> 00:33:39,800 you know, just be descriptive. So you know, black cotton, 697 00:33:39,920 --> 00:33:42,920 V-neck boys, school jumper, you know they it'd. 698 00:33:43,760 --> 00:33:45,000 Be amazing. Many people miss that. 699 00:33:45,000 --> 00:33:47,440 I know it sounds obvious to you, but so many people miss it and 700 00:33:47,440 --> 00:33:49,760 they start putting fancy names and stuff and it's like, it's 701 00:33:49,760 --> 00:33:51,440 charcoal and it's like, no, no, call it black. 702 00:33:51,680 --> 00:33:54,240 The cuts of things. I want a charcoal school jumper. 703 00:33:54,280 --> 00:33:57,080 Well, I find that so that my supplier. 704 00:33:57,240 --> 00:34:00,120 They have lots of fancy names for the colours in their tie. 705 00:34:00,120 --> 00:34:01,760 Racing green, it's. Like a green A. 706 00:34:02,200 --> 00:34:05,520 Dark, dark green. Cobalt And I'm like, what is 707 00:34:05,520 --> 00:34:07,200 cobalt? Who uses cobalt? 708 00:34:07,440 --> 00:34:10,800 So I like I googled what colour is cobalt and then it's like, 709 00:34:10,800 --> 00:34:17,320 oh, cobalt blue and whatever you know at the tie ecoscope. 710 00:34:17,320 --> 00:34:19,800 So you start. Really descriptive. 711 00:34:19,800 --> 00:34:23,280 Really, really descriptive. And then so like everything is 712 00:34:23,280 --> 00:34:24,719 labeled within an inch of its life. 713 00:34:24,760 --> 00:34:29,920 You know the alt alt tags, and I've tried to get my head around 714 00:34:29,920 --> 00:34:34,159 kinda H1 and H2 headers. Yeah, yeah. 715 00:34:34,520 --> 00:34:36,480 I don't even know if I've got them right at all. 716 00:34:36,480 --> 00:34:37,719 Now you're talking my language, yeah. 717 00:34:37,880 --> 00:34:41,320 I'm like what is this? And then sometimes within a blog 718 00:34:41,320 --> 00:34:46,159 post like you've got the option like the little drop down make. 719 00:34:46,159 --> 00:34:48,280 This and you choose the one that looks good, not the one that the 720 00:34:48,280 --> 00:34:51,280 SEO guy told me to use. Yeah, or you choose one and it 721 00:34:51,280 --> 00:34:54,159 turns the whole thing into like bold or something. 722 00:34:54,159 --> 00:34:55,280 And I'm like, what have I done? I don't know. 723 00:34:55,280 --> 00:34:56,239 It's. Because it's using the star 724 00:34:56,239 --> 00:34:58,960 sheet, Yeah, just just on that before I get like 50 emails. 725 00:34:58,960 --> 00:35:01,120 So you want one H1 and a page, everyone that's your main 726 00:35:01,120 --> 00:35:02,840 keyword introduces the whole content, the page. 727 00:35:03,080 --> 00:35:05,000 You want one H2, which is your subheading. 728 00:35:05,320 --> 00:35:08,160 And then you want to use H3's like in your content down the 729 00:35:08,160 --> 00:35:10,640 page. And you only want to use AH4 or 730 00:35:10,640 --> 00:35:13,320 H5 onwards. If you're breaking down the 731 00:35:13,320 --> 00:35:16,760 section with the H3 and there's like 4 columns of info or 732 00:35:16,760 --> 00:35:18,520 something, use H3 for the headings in those. 733 00:35:18,800 --> 00:35:21,720 But it's got to be sequential. Sort of go H1H2H3H4. 734 00:35:21,840 --> 00:35:24,880 But we see people all the time, especially on blog posts go well 735 00:35:24,880 --> 00:35:28,520 the H6 look the nicest. It's like it goes H1, you know 736 00:35:28,520 --> 00:35:30,520 H2, then you've got H3 and then AH 6. 737 00:35:30,840 --> 00:35:34,040 So you can use AH one, then H2, then H3 client. 738 00:35:34,320 --> 00:35:37,040 But you can then override the styling to look like you want. 739 00:35:37,040 --> 00:35:39,760 But Google then when it calls, the page goes right, that's the 740 00:35:39,760 --> 00:35:41,760 whole page, that's the subheading for the whole page. 741 00:35:41,760 --> 00:35:44,000 And then the H3's break the content down. 742 00:35:44,000 --> 00:35:46,000 So it might be like, here's the product details, here's the 743 00:35:46,000 --> 00:35:49,040 product specification, here's the product reviews, use H3's 744 00:35:49,040 --> 00:35:50,920 for all of those. And so it's like it makes sense 745 00:35:50,920 --> 00:35:53,400 logically, but then it's like which one of those you want to 746 00:35:53,400 --> 00:35:55,920 learn the most about because there's a million of them in SEO 747 00:35:55,920 --> 00:35:57,880 so. Because I have 0 technical 748 00:35:57,880 --> 00:36:00,040 knowledge, I'm like oh that looks OK, that'll be. 749 00:36:00,880 --> 00:36:03,600 That's fine. Which which I was literally 750 00:36:03,600 --> 00:36:05,760 assessing one of our team when people have been here for three 751 00:36:05,760 --> 00:36:09,040 months, I'd take them out for three hours just this morning, 3 752 00:36:09,040 --> 00:36:11,440 hour assessment. I grill about SEO or PPC or 753 00:36:11,440 --> 00:36:12,680 other service. What have you learned? 754 00:36:12,680 --> 00:36:15,280 And one of the things I talk so much about is the customer. 755 00:36:15,880 --> 00:36:19,480 And so often we get so stuck in like what works for me as the 756 00:36:19,480 --> 00:36:22,800 brand, like having, calling it charcoal works because that's 757 00:36:22,800 --> 00:36:24,920 what my supplier calls it. That's convenient. 758 00:36:25,160 --> 00:36:26,720 But no, the customer calls it grey. 759 00:36:26,920 --> 00:36:29,560 So like 1 brand would say this is charcoal, this jumper I'm 760 00:36:29,560 --> 00:36:31,960 wearing, another brand would say this is far too light to be 761 00:36:31,960 --> 00:36:34,160 charcoal. I mean, I work at a steam 762 00:36:34,160 --> 00:36:36,360 railway shoveling coal. Charcoal is black. 763 00:36:36,520 --> 00:36:38,040 I don't know why people think it's grey. 764 00:36:38,200 --> 00:36:40,880 It is black and I can anyone's got a fire in their house knows 765 00:36:40,880 --> 00:36:42,920 it's black. It's just coal and it's just 766 00:36:42,920 --> 00:36:44,640 coal made from wood. It's quite simple. 767 00:36:45,160 --> 00:36:48,080 But the, it's all those nuances and you do it for the customer. 768 00:36:48,400 --> 00:36:50,760 And actually, that's why I always ask people in the 769 00:36:50,760 --> 00:36:52,800 assessment. I asked my colleague today about 770 00:36:52,800 --> 00:36:54,960 this as well. I always say, why do sometimes 771 00:36:54,960 --> 00:36:58,040 you click on #1 listing on SEO for really competitive keywords 772 00:36:58,240 --> 00:37:00,840 and you get a horrible website. Like I bought a new hinge for my 773 00:37:00,840 --> 00:37:03,360 gate, my side gate on my house recently. 774 00:37:03,480 --> 00:37:06,640 It was a blue background site, yellow text in Comic Sans. 775 00:37:06,880 --> 00:37:10,080 Why was he #1 because he said we do loads of hinges. 776 00:37:10,080 --> 00:37:12,160 We've been doing it for 190 years. 777 00:37:12,400 --> 00:37:15,280 Just pick up the phone or send us a WhatsApp picture of what 778 00:37:15,280 --> 00:37:17,720 you need with a tape measure on the hinge and we'll make that 779 00:37:17,720 --> 00:37:19,880 hinge for you and it will cost £20. 780 00:37:20,160 --> 00:37:22,120 And you're like, that's an incredible offering. 781 00:37:22,120 --> 00:37:24,880 That's why Google's got it at #1 So forget page B and everything. 782 00:37:24,920 --> 00:37:26,960 We've got the best offering and we're exactly, as you say, 783 00:37:26,960 --> 00:37:28,480 you're doing it. We're being super descriptive 784 00:37:28,480 --> 00:37:30,600 for the customer because we understand the customer. 785 00:37:31,320 --> 00:37:33,080 So you've done a lot of this. I'm going to come back to you 786 00:37:33,080 --> 00:37:34,640 now. I can go on so many tangents in 787 00:37:34,640 --> 00:37:36,160 real space here. I'll come back to you. 788 00:37:37,000 --> 00:37:38,600 So you've done a lot of being very descriptive. 789 00:37:38,600 --> 00:37:40,280 You've been trying to work out some of the technical bits as 790 00:37:40,280 --> 00:37:43,680 well in terms of data and profit and and and revenue. 791 00:37:43,840 --> 00:37:46,120 What's worked like what pages rank well for you? 792 00:37:46,120 --> 00:37:48,720 What products sell well? What's been the big biggest 793 00:37:48,720 --> 00:37:52,480 success from what you can see? And so three things. 794 00:37:52,880 --> 00:37:56,560 And cotton items, obviously. Kids with allergies. 795 00:37:56,600 --> 00:37:59,480 Cotton. And it's ethical, it washes well 796 00:37:59,600 --> 00:38:00,560 compared to wool. Yep. 797 00:38:00,840 --> 00:38:02,600 Yeah, and it's light. Made that mistakeable. 798 00:38:03,440 --> 00:38:07,040 Perfect. And striped school jumpers. 799 00:38:07,520 --> 00:38:14,920 So V necks with a stripe. So pretty much every school 800 00:38:14,920 --> 00:38:19,200 uniform shop sells the same sorts of V necks. 801 00:38:19,200 --> 00:38:22,240 Striped school jumpers. In the colors of the skull. 802 00:38:22,480 --> 00:38:27,080 But they list them as, you know, blah, blah, town high school. 803 00:38:29,680 --> 00:38:33,400 But it might just be a Gray jumper with a purple stripe. 804 00:38:33,880 --> 00:38:38,400 So I just list it as Gray V-neck stripe school jumper. 805 00:38:39,840 --> 00:38:43,960 And people aren't searching for, you know, Saint Bartholomew's 806 00:38:43,960 --> 00:38:46,840 school jumper. They're searching for Gray 807 00:38:46,840 --> 00:38:48,880 school V-neck jumper with a purple stripe. 808 00:38:49,800 --> 00:38:52,800 And then there's only, you know, there's only a few of us that 809 00:38:52,800 --> 00:38:54,400 actually and. Like I was going to say, 810 00:38:54,440 --> 00:38:56,120 dishwasher, washing machine proof, Yeah. 811 00:38:57,080 --> 00:38:59,040 There it is, there you. Go and cool. 812 00:38:59,040 --> 00:39:01,000 Is that the second thing And. Ties. 813 00:39:01,000 --> 00:39:05,720 OK, so a lot. And how much of your so I guess 814 00:39:06,080 --> 00:39:07,800 jumping right back to my very first question about what you 815 00:39:07,800 --> 00:39:10,840 guys see, how much of your stuff then is like anyone from any 816 00:39:10,840 --> 00:39:14,320 school could find the right shade of purple and grey combo 817 00:39:14,320 --> 00:39:18,400 for the jumper compared to you have to find exactly the right 818 00:39:18,840 --> 00:39:22,000 combo for, you know, the right exact colour palette for this 819 00:39:22,000 --> 00:39:23,920 school or the school endorsed uniform. 820 00:39:23,920 --> 00:39:25,920 Like could you stock any school basically is what I'm saying. 821 00:39:25,920 --> 00:39:29,080 Can any parent buy from you, not just the ones that are school 822 00:39:29,080 --> 00:39:32,400 suppliers? So I need a school's permission 823 00:39:32,400 --> 00:39:35,000 to stock their uniform. It's their copyright, you know, 824 00:39:35,000 --> 00:39:37,440 it's it's mainly about the badge that like that, so. 825 00:39:37,440 --> 00:39:39,840 If it's got a badge on, you need the school endorsement if it 826 00:39:39,840 --> 00:39:41,600 hasn't. If it's just a plain black 827 00:39:41,600 --> 00:39:43,520 jumper. Plain back jumper is a plain 828 00:39:43,520 --> 00:39:45,960 back jumper. And so in theory, you know, and 829 00:39:46,360 --> 00:39:50,560 thankfully lots of schools will allow kids because it's not, you 830 00:39:50,560 --> 00:39:52,080 know, people have different budgets. 831 00:39:52,600 --> 00:39:54,480 Yeah, yeah. So we at school, I mean, it was 832 00:39:54,480 --> 00:39:58,040 black trousers, white shirts, black blazer. 833 00:39:58,040 --> 00:40:00,960 And then you put the we, we, my mom used to just to save money, 834 00:40:00,960 --> 00:40:02,880 put the logo on the blazer for me. 835 00:40:03,720 --> 00:40:06,880 And then the official school tie and our school ties were just, I 836 00:40:06,880 --> 00:40:09,120 think, I think when they they rebranded our school halfway 837 00:40:09,120 --> 00:40:11,400 through it, they just put it was just a purple tie because they 838 00:40:11,400 --> 00:40:13,720 wanted the logo on the blazer, not on the tie. 839 00:40:14,400 --> 00:40:16,520 My mum then went, well there's one in Marks and Spencer's that 840 00:40:16,520 --> 00:40:19,160 looks, you know, you've wrecked yours but I've still got it. 841 00:40:19,160 --> 00:40:20,400 So she just took it to Marks and Spencer. 842 00:40:20,720 --> 00:40:24,640 That's the same kids tie and it was elastic because save time, 843 00:40:24,640 --> 00:40:26,360 although I got bullied for that. So I got real one eventually. 844 00:40:29,960 --> 00:40:33,280 It was such a. Thing as good bullying it did 845 00:40:33,280 --> 00:40:36,440 force me to go go on I. Think YouTube had just come out 846 00:40:36,440 --> 00:40:38,080 and it was go by the official stuff. 847 00:40:38,680 --> 00:40:41,600 Yeah, my uncle who worked in the city, it was like Windsor Knot. 848 00:40:41,640 --> 00:40:43,680 It was like I did a half Windsor Knot, which is the only one I 849 00:40:43,680 --> 00:40:46,480 still know for weddings, but. So I I my dad. 850 00:40:46,480 --> 00:40:51,440 So in in first year my dad did a Windsor knot on my tie and I 851 00:40:51,440 --> 00:40:53,120 liked it so much because it was a perfect. 852 00:40:53,360 --> 00:40:56,600 Yeah, yeah, yeah. That I had the same knot right 853 00:40:56,600 --> 00:41:00,600 to 5th year because I just used to loosen it and washing machine 854 00:41:00,760 --> 00:41:04,840 and then I still I'm 42 and I still can't tie a tie. 855 00:41:05,120 --> 00:41:07,880 But if I'm going to a wedding, I'll go to my dad and be like 856 00:41:07,880 --> 00:41:09,000 right, can you do me a wins or not please? 857 00:41:09,000 --> 00:41:09,640 Thank you very. Much. 858 00:41:10,120 --> 00:41:12,240 Yeah, it takes me about 5 goes to get the right length and I 859 00:41:12,240 --> 00:41:14,680 always get the one at the back slightly too long and it sticks 860 00:41:14,680 --> 00:41:18,520 out and yeah, it's so difficult. All right, last question for me 861 00:41:18,520 --> 00:41:19,680 then. Let's come into land with this. 862 00:41:20,320 --> 00:41:21,840 Where are you going as a business? 863 00:41:21,840 --> 00:41:23,400 Like what does expansion look like? 864 00:41:23,400 --> 00:41:26,240 Is it more of the like these are just plain items and we want to 865 00:41:26,240 --> 00:41:28,080 sell more of those? Is it more schools? 866 00:41:28,080 --> 00:41:30,280 Is it a combo? Are you have you, you know, 867 00:41:30,280 --> 00:41:32,320 you're going to need more space for trees at some point as well. 868 00:41:32,320 --> 00:41:34,360 Like, you know, what is, what are some of the challenges 869 00:41:34,360 --> 00:41:36,560 coming up for you this year in the next kind of five years of 870 00:41:36,560 --> 00:41:38,320 growth? So it's a bite. 871 00:41:38,320 --> 00:41:43,920 So up to nigh it's been organic the growth so it's high. 872 00:41:43,920 --> 00:41:49,880 I can sort of catapult that and you know, and actually so I've 873 00:41:49,880 --> 00:41:53,760 never done sales and it kind of gives me the ick a bit and be 874 00:41:53,760 --> 00:41:56,240 like, hey, we. Are opposites. 875 00:41:56,360 --> 00:41:58,440 When I get a pitch, I'm like, I'm like, when can we do it? 876 00:41:58,440 --> 00:41:59,640 Are you free now? Let's go. 877 00:42:00,680 --> 00:42:03,000 I I just. I just kind of shy away from it. 878 00:42:03,400 --> 00:42:04,280 I. See, we're all, we're all 879 00:42:04,280 --> 00:42:05,880 different. It makes the universe amazing 880 00:42:06,000 --> 00:42:07,880 and it yes. It makes the world go round. 881 00:42:08,400 --> 00:42:12,000 And like recently, just before Christmas, the school contacted 882 00:42:12,000 --> 00:42:14,440 me. And when I sat down with the 883 00:42:14,440 --> 00:42:18,400 head, I brought in some samples and he was like, yeah, so it 884 00:42:18,400 --> 00:42:21,560 turns out that my one of my teaching assistants follows you 885 00:42:21,560 --> 00:42:25,400 on Instagram and a member of the Board of Governors and heard 886 00:42:25,400 --> 00:42:27,280 what to do. And I was like, so you know, 887 00:42:28,160 --> 00:42:31,200 there is obviously. How do you nudge more of that I 888 00:42:31,280 --> 00:42:33,240 guess? As you're you've got no way of 889 00:42:33,240 --> 00:42:36,800 knowing you know who's talking about you and how you know. 890 00:42:37,720 --> 00:42:41,080 Can you talk about me a bit more please so. 891 00:42:41,280 --> 00:42:44,280 I guess, I mean, could you even do referrals and say to us like 892 00:42:44,920 --> 00:42:46,480 do you give a kickback to the schools at all? 893 00:42:46,480 --> 00:42:49,040 Or is it like they just have to have preferred suppliers? 894 00:42:49,040 --> 00:42:50,920 Is that because there's a lot of regulations in the UK? 895 00:42:50,920 --> 00:42:56,160 One school and did ask about a kickback and I said, yeah, 896 00:42:56,160 --> 00:42:58,080 that's fine. I can, I can, I can give you a 897 00:42:58,360 --> 00:43:02,520 kickback, but I will have to put because I'm, I'm really, really, 898 00:43:02,520 --> 00:43:05,200 really competitive. Like I'm embroidered stuff. 899 00:43:05,320 --> 00:43:07,320 I am the cheapest. Around, yeah. 900 00:43:07,400 --> 00:43:09,320 You couldn't just have one school that was suddenly more 901 00:43:09,320 --> 00:43:11,360 expensive. It would look odd compared to 902 00:43:11,360 --> 00:43:13,240 the rest of your range. Prices would have to go up, and 903 00:43:13,240 --> 00:43:15,360 I would have to make that very clear on the website. 904 00:43:15,360 --> 00:43:18,320 Like the margins in school uniform are so tiny, like it 905 00:43:18,320 --> 00:43:22,080 really is. And they were like, oh, then it 906 00:43:22,080 --> 00:43:23,280 would be more expensive for the parents. 907 00:43:23,320 --> 00:43:25,760 Like, sorry, no, OK, it's fine. Leave it. 908 00:43:26,120 --> 00:43:29,400 Yeah, yeah, which I think it's the honest conversation. 909 00:43:29,680 --> 00:43:30,960 Just one thing I've learned in business. 910 00:43:31,120 --> 00:43:33,080 Well, two things again. One I was talking about in the 911 00:43:33,640 --> 00:43:35,400 assessment this morning. There's two things to learn in 912 00:43:35,400 --> 00:43:38,360 business. 1 is be honest. They say it in all sales 913 00:43:38,360 --> 00:43:41,280 training schools and books. And everything else is like just 914 00:43:41,280 --> 00:43:42,560 be honest. If you can't do something, just 915 00:43:42,560 --> 00:43:45,640 say no. Or just say I can, but these 916 00:43:45,640 --> 00:43:48,080 ways to and explain why and people can't argue with a 917 00:43:48,080 --> 00:43:50,040 logical why. The second thing I've learned in 918 00:43:50,040 --> 00:43:52,480 business, and I think you've absolutely nailed this on the 919 00:43:52,480 --> 00:43:54,720 site, which is why I think it's so effective and why I think 920 00:43:54,720 --> 00:43:57,600 it's going so well, is everybody assume everyone is lazy and 921 00:43:57,600 --> 00:43:59,120 ignorant. Sorry, anyone, because we all 922 00:43:59,120 --> 00:44:01,400 buy stuff online, but we are lazy and ignorant. 923 00:44:01,400 --> 00:44:03,760 Which is like, if it's not easy to click the button, I'm not 924 00:44:03,760 --> 00:44:05,080 clicking it. And it's like Google have 925 00:44:05,080 --> 00:44:07,520 actually even rolled out updates saying if it's like a bit of 926 00:44:07,520 --> 00:44:09,840 text on a page and you have to try and click it on mobile and 927 00:44:09,840 --> 00:44:13,200 it's really small, that's an accessibility fail because it's 928 00:44:13,200 --> 00:44:15,520 not accessible to someone who's got thumbs as big as mine. 929 00:44:15,520 --> 00:44:18,560 Trying to click it on an iPhone in the rain whilst paying for a 930 00:44:18,560 --> 00:44:20,760 bus fare and listening to music at the same time. 931 00:44:20,760 --> 00:44:23,360 Like that's the world we live in and Google's responding. 932 00:44:23,360 --> 00:44:25,880 So I think make everything easy, Make it simple. 933 00:44:25,880 --> 00:44:27,920 So if somebody wants to buy a uniform from a certain school or 934 00:44:28,160 --> 00:44:31,000 exactly as you've done with your products saying like this is a 935 00:44:31,080 --> 00:44:34,440 black cotton and just list all the things V-neck, list all the 936 00:44:34,440 --> 00:44:36,200 things about it. You're making it simple that 937 00:44:36,200 --> 00:44:39,160 just the product title alone, the parent goes, that's the one. 938 00:44:39,720 --> 00:44:42,160 And also like, oh, and there's some cool and then they got more 939 00:44:42,160 --> 00:44:44,840 time to read your USPS to understand why they buy it from 940 00:44:44,840 --> 00:44:47,120 you and why you might be a pound or two more expensive, but 941 00:44:47,120 --> 00:44:50,120 completely worth it. You know that whole you'll save 942 00:44:50,120 --> 00:44:52,000 money in the long run because it doesn't bubble in the wash. 943 00:44:52,320 --> 00:44:54,280 You know, it's more times too much dying. 944 00:44:54,280 --> 00:44:57,000 Again and again and again. I used to hate Ida. 945 00:44:57,000 --> 00:44:58,800 I was this there and I hated hand me downs because like 946 00:44:59,720 --> 00:45:02,440 they're from girls which I've got grown up it. 947 00:45:02,800 --> 00:45:05,040 Was. Always stuff that she tried to 948 00:45:05,080 --> 00:45:06,840 give me a school bag at one point I was like, I'm not 949 00:45:06,880 --> 00:45:09,480 wearing that. It was literally like Ron on 950 00:45:09,560 --> 00:45:10,440 Harry. Potter, you know when. 951 00:45:10,480 --> 00:45:12,440 He gets there the robes for the ball. 952 00:45:12,600 --> 00:45:15,480 And actually like, it's completely counterintuitive and 953 00:45:15,480 --> 00:45:20,080 maybe I'm not like very businessy, but in June I always 954 00:45:20,080 --> 00:45:24,600 say to people, now is the time to go into your school, get into 955 00:45:24,600 --> 00:45:27,320 the second hand box and get the best things. 956 00:45:28,440 --> 00:45:32,360 Most school uniform shops do a sale early in the summer to try 957 00:45:32,360 --> 00:45:35,840 and, you know, ensure August isn't absolutely crazy. 958 00:45:36,240 --> 00:45:39,880 So what's you know what's in there that you can grab and then 959 00:45:39,880 --> 00:45:43,280 you know what you need, get it in the sale and and then you're 960 00:45:43,280 --> 00:45:44,320 done. You can enjoy your summer 961 00:45:44,320 --> 00:45:46,440 holidays and not worry. But that's why people subscribe 962 00:45:46,440 --> 00:45:48,920 to that is that's really good use of device and it's very 963 00:45:48,920 --> 00:45:51,800 selfless and probably then leads to like they get one of those 964 00:45:51,800 --> 00:45:53,560 second items. And when it does RIP apart or it 965 00:45:53,560 --> 00:45:55,920 starts bubbling, they're on your e-mail list and they're hearing 966 00:45:55,920 --> 00:45:58,560 from you say, I think playing that long term game. 967 00:45:58,560 --> 00:46:00,160 And I mean everything you described about when you get a 968 00:46:00,160 --> 00:46:02,720 school and it takes time to get XYZ and build that trust and 969 00:46:02,720 --> 00:46:04,960 everything, you're playing the long game and it's it might take 970 00:46:04,960 --> 00:46:06,440 longer to get to where you want to be. 971 00:46:07,040 --> 00:46:10,000 But I need to finish with this stack because it probably has 972 00:46:10,000 --> 00:46:11,560 made its way into the title if you're watching this. 973 00:46:11,560 --> 00:46:14,200 But you mentioned as well, you're pretty much doubling year 974 00:46:14,200 --> 00:46:16,480 on year at the moment, which is fantastic doing all the things 975 00:46:16,480 --> 00:46:18,800 you're doing. So if anyone's listened to this 976 00:46:18,800 --> 00:46:20,600 episode and gone, when are you going to mention that? 977 00:46:20,600 --> 00:46:23,640 It's like what Liam's described to you is all the things you're 978 00:46:23,640 --> 00:46:27,040 doing to make that happen. And yeah, if you, if you're in 979 00:46:27,040 --> 00:46:29,240 the business of trying to, you know, grow a business and scale 980 00:46:29,240 --> 00:46:32,000 it overnight, there's only one in a million companies that do 981 00:46:32,000 --> 00:46:35,040 basically what Gym Shark did. And they and they are, they are, 982 00:46:35,320 --> 00:46:37,560 you know, sort of flatlining now because they've reached market 983 00:46:37,560 --> 00:46:39,280 capacity. And it's about market cap, not 984 00:46:39,280 --> 00:46:42,040 growth, which is fine, but it gets a bit boring and it gets 985 00:46:42,040 --> 00:46:44,400 very corporate at that stage. And we went with lots of brands 986 00:46:44,400 --> 00:46:46,640 in that space. And they're, they equally as 987 00:46:46,640 --> 00:46:48,840 important to us, but far less fun than working with a nimble 988 00:46:48,840 --> 00:46:50,360 startup. So we get to see the whole 989 00:46:50,360 --> 00:46:52,480 breadth. But I mean, Liam, thank you so 990 00:46:52,480 --> 00:46:53,880 much. Like, it's been great hearing 991 00:46:53,880 --> 00:46:55,200 from you. I appreciate your honesty. 992 00:46:55,200 --> 00:46:57,360 And and it's been really fun just talking to you today. 993 00:46:57,360 --> 00:46:59,240 So yeah, thank you so much. Appreciate your time and I wish 994 00:46:59,240 --> 00:47:00,360 you all the best with everything going on. 995 00:47:00,360 --> 00:47:01,320 And thanks for joining the show. Thank. 996 00:47:01,480 --> 00:47:02,880 You very much thank you for having. 997 00:47:03,480 --> 00:47:05,480 Me, of course, it's been good and yeah, if anyone wants to 998 00:47:05,480 --> 00:47:08,480 reach out to Liam as well. Last question, Liam, website, 999 00:47:08,640 --> 00:47:11,800 social handles, how can people follow you and try and help help 1000 00:47:11,800 --> 00:47:13,320 them do what what you're doing already? 1001 00:47:13,320 --> 00:47:15,360 How can they get in touch, find the website, that sort of thing? 1002 00:47:15,760 --> 00:47:19,400 So if they go to anethicalschoolwear.co.uk and 1003 00:47:19,440 --> 00:47:22,080 the social handles are at the bottom of the home page, yeah, 1004 00:47:22,240 --> 00:47:25,560 drop me a line and if anyone would like me to supply those 1005 00:47:25,720 --> 00:47:30,600 skills to you. Of course I will be phoning you 1006 00:47:30,640 --> 00:47:33,680 in about. Three years time don't contact 1007 00:47:33,680 --> 00:47:40,560 me, send the link to the heads and see what the head thinks and 1008 00:47:40,560 --> 00:47:44,080 if they are you know that way inclined. 1009 00:47:44,560 --> 00:47:46,760 You should offer a referral scheme and say if you see if you 1010 00:47:46,760 --> 00:47:49,120 CC me in when you or BCC me, you're into the head. 1011 00:47:49,120 --> 00:47:51,240 I'll give you a free uniform if they go ahead or something like 1012 00:47:51,520 --> 00:47:53,640 that, That can be the kickback scheme or something, but I'll 1013 00:47:53,640 --> 00:47:55,920 leave you to decide. That's that's not a thing guys. 1014 00:47:55,920 --> 00:47:59,080 I'm just missing the heart before they start emailing you. 1015 00:47:59,440 --> 00:48:01,360 Anyway, thank you to Liam. Thanks to everyone for tuning 1016 00:48:01,360 --> 00:48:02,360 in. If you haven't already, please 1017 00:48:02,360 --> 00:48:04,200 hit that subscribe button. 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