From $50k/mo to $500k/mo – 10x in 2 years! Client Case Study – Matt Fraser

I met Matt about 4 years ago in Australia and since then, we’ve done a bunch of business together, become friends and I’ve had the privilege of high-fiving Matt as he broke through goal after goal, milestone after milestone.

We originally did a case study on Matt after just a few months of running his Amazon PPC where we helped him double his business. 2 years later, his results just passed 10x.

Watch the video below to get the full story, packed with tons of insights as to what worked, what didn’t and how he’s navigated his journey to over $300k per month.

Side note: We recorded the video in early January 2021. We posted this video in early Feb…and Matt’s rolling 30-day revenue total is now over $500k!

Keith O’Brien:
All right, let’s get started. Welcome, everybody. So thanks if you’re viewing this from somewhere online thanks for joining us. Thanks for clicking in. My name is Keith O’Brien I’m the CEO of page one full-service Amazon agency down based in South Florida. I have the privilege and pleasure of having a good friend and client Matt Fraser on the line Matt is out of the Gold Coast of Australia.

Matt Fraser:
That’s right, very similar to Florida for those in the US, just picture Florida’s beautiful sunny beaches, that’s where I’m living now.

Keith O’Brien:
Yeah, a little bit, a little bit more calm people down there but you know that’s alright. We won’t go into any of that but you know so Matt’s been been a friend and a client for a couple of years now. And, you know, but I really wanted to get some time with Matt and learn a little bit more about the journey and share with you guys kind of what has gone through to build this business because just before the end of the year, you, you hit a pretty, pretty big milestone in your business. Yes?

Matt Fraser:
And, yeah, it was a big milestone. Let’s call it a mini-milestone case.

Keith O’Brien:
2 million US!

Matt Fraser:
2 million US dollars in one calendar year. In just the USA.

Keith O’Brien:
That’s amazing. That’s amazing. Congrats. We’ll go back into it I remember when you just about your two-year anniversary as a client of ours. I think you were doing 40 or 50K a month at the time.

Matt Fraser:
Yeah, so when I first came on board. I was doing about 40-50K and up until that point keys. I was doing my own PVC. Sure, I was in there trying to figure it all out just like everybody else. And really what I realized at that time was in order for me to grow up I needed to outsource that part and put it with someone who was, you know, professional in that particular niche. So that’s when I got in touch with you, we did a deal we signed over, and what was probably the biggest, the most amazing thing I could possibly say, literally from one month to the next month so I’m doing like 50K, I’m thinking that “yes! good! we’re growing!”. You took over the PPC. The next month that went to 100K.

Keith O’Brien:
Yeah, that wasn’t bad, right?

Matt Fraser:
That was so I was like “okay, this is working!”

Keith O’Brien:
It took the next year, you know, 20 some odd months to get to a couple of hundred thousand, but that first that we took got some more meat on the bone pretty quick. Yeah. So, so that’s cool so let we’ll get back to that and dive into the business a little bit but let’s get a little bit of the backstory right so you’ve had a couple of years in e-commerce under your belt. What were you doing prior?

Matt Fraser:
Right so I’ve been traditionally in bricks and mortar businesses, I used to be in the finance business, in the mortgage business where they are been sold when I was about 28, and then we bought a Hungry Jack’s franchise and for the Americans that don’t know what a Hungry Jack’s franchise is it’s the same as a Burger King. Right. So we were flipping burgers and the dream of mine was actually to own a McDonald store. As a teenager, I was flipping burgers at McDonald’s. And I thought “I’m gonna get a McDonald’s store that’ll be amazing.” Of course, we didn’t have any money when were teenagers so we went into some property and went to the mortgages and eventually the McDonald’s store became the Hungry Jack’s business. So, we’ve actually been in that business now for 11 years we bought it when I was 29, and I guess through that the bricks and mortar journey, I realized there was just more to the world of business really right. And the problem with of course a bricks-and-mortar business is particularly in restaurants right you’ve only got your surrounding as a customer base. And so I was, to be honest with you, I was actually getting a little bit sick of the burgers. So I looked at what other opportunities could be out there, I knew it had to be something that was scalable. Something that I could do on the side around my existing business and so that I stumbled across Amazon.

Keith O’Brien:
Well, you’re super fit so you didn’t eat a lot of your own food looks like.

Matt Fraser:
I’m 40 now so it’s changing a little bit.

Keith O’Brien:
Oh my goodness, it all happens faster and slower, faster in some areas, and slower in others. Alright cool. So, that’s kind of the impetus, you said “alright, I’ve got to figure out something else. like at scale, I’ve kind limited by you know those franchises are quite expensive” I don’t know if they were back when you bought it, you know, 11 years ago but…

Matt Fraser:
yeah yeah, look to build a brand new franchise here in Australia talking, a couple of million dollars.

Keith O’Brien:
Yeah, yeah, they’re not cheap so you know that business is quite good if you can own 30 or 40 franchises right, but it takes a minute to get there, right? so you’ve made the decision to get started. So I would imagine you had screaming success right out of the gate?

Matt Fraser:
Well, I wish it was like that. So I started off on an Amazon course, learned a lot through that release of my first product which you actually helped me do the photography on back in the day. And it was a ??? That was the actual first product now people gonna say, oh, what’s so great about a ??? I thought it was incredible because what I did was I completely redesigned the packaging so it’s like a bullet-shaped tube and actually had a special mold made up somewhere in China. And then it was called Patriot Auto Products which I thought that’s cool I’m going to sell to the Americans now, they love bullets and guns, right. So, which they do. And, and then so the photoshoot we did if you remember was a girl in a bikini and she was super hot, and she was wiping the car down and it was beautiful.

Keith O’Brien:
let’s say she was beautiful. She was beautiful.

Matt Fraser:
She was beautiful. Yeah, yeah. I mean, it wasn’t a raving success as far as the sales go, but what that did for me though was set me up of learning the process of actually manufacturing and getting some money into Amazon and selling it. Right. So I went through a bit of money at the time and no big deal like 7-10 grand or something like that of stock and design and planning and what have you. But really was this the catalyst to then go to the next thing.

Keith O’Brien:
Got it. Okay, cool. So, that one wasn’t a raging success. It got you out of the gate now. So what came next?

Matt Fraser:
So then I went to China. I went to the Canton Fair… been searching around, looking for products, and I thought you know what I’m gonna do. Chef knives, that was going to be my thing. I thought that’s perfect that we could scale that to everyone’s got a chef’s knife at home. And so I went to a designer and I had a special sort of package made up and it was actually really quite amazing I went down even had the package, had a patent on it, a design utility patent went down that process that was in the USA.

And what happened was, at the time, I was actually listening to other entrepreneurs, one in such a Gary Vee. And he’s saying to you. You need to be on social media and do something. So I’m just like, okay, I’ll go on social media and what I started doing, Keith, was literally just documenting the journey that I was on with Amazon.

And from there, this was the amazing part. Someone watched one of the videos. And it turned out it was a medical manufacturer. Right, so he’s watching the video of me trying to sell on Amazon well he didn’t really know how to sell on Amazon. So he reached out to me on Facebook and said “hey look, I see you’re selling on Amazon, and I’d love to meet up with you because I have this medical product, and I’d like to sell it on Amazon. So, maybe one-two always opens the door of life. I said, “Yeah, let’s do it, why not and I knew nothing about medical products, so I just go and meet with this guy, we sit down for a coffee. And then we struck a deal. I thought hey why not. Yeah, I know how to ship products into Amazon, I knew a little bit more than him. And he had to ship some small amount, and I knew how to ship a medical product in. And so I did that. We sent over 100 units. I said, “let’s just do a trial, see how they go”. We sold through 100 units in three weeks, and we thought that was amazing. I thought this is where we’ve sold 100 units in three weeks, so I get back to him, I signed an exclusive contract to continue selling that product on Amazon USA.

Keith O’Brien:
That’s amazing. I actually didn’t know that the background of that story that’s really amazing and it’s just you gotta be in the game, you know just one little Facebook posts or a couple of little Facebook posts or Instagram posts, or whatever you did, just doing what Gary Vee told you to do without really thinking of what the result.

Matt Fraser:
I didn’t know that was gonna lead to that case.

Keith O’Brien:
How could you possibly, I mean you know it’s really interesting… that’s amazing! I was at a show in Chicago, back when they were still doing expos with people in the old good days, and I really liked this presenter on stage and so I went up to him afterward, and say “I really appreciate your talk, blah blah blah”. And you know he’s just a super genuine transparent guy, has grown four brands to 7 million in revenue, ex-Amazon guy.

And so we’re just, you know, kind just shooting the shit when I come to find out he’s a previous client of ours from a previous company. And he’s now been a PPC client for the last, we manage all four of his brands, for the last couple of years.

But what’s funny is as we were sitting there talking, a gentleman walked up introduced himself to us, and asked him a question about something he had talked about and James is like, oh I don’t really do that, but talk to Keith. And, you know, this gentleman was the ecommerce director at one of the top 100 largest companies in the world that they’ve now been a client for the last two years and we’ve done a ton of work for them. We just exchanged cards and I bumped into him in the elevator on the escalator I’m like, “Hey, want to grab a coffee?”

Matt Fraser:
At that time, though, I was thinking, why doesn’t this manufacturer, just go and sell on Amazon himself. Why is he coming to me to do it. And so I couldn’t get my head around that. And what I quickly realized was: one, that the manufacturer doesn’t want to do it they don’t want to spend the time and effort to learn how to use them on the platform. And so they just want to just focus on manufacturing. So then what happened so I’m now doing this deal with him. He did speak to another person he was in cosmetics or something’s cosmetics and skincare in Australia and says “hey, look I’m dealing with this guy Matt he’s selling a product now at 100X a month, basically, it’s a fantastic success. And so then she reaches out to me and says “hey we’ve got this range of skincare products you know can you help us sell them on Amazon?”. So then penny dropped out for me then I went “Wow, these guys…” so then I started going like what you just said. In the olden days, I started going and seeking out manufacturers, or brand owners and I was started going to medical expos, and this type of thing in person. Meeting with people and just saying hey, I see you’ve got that product there do you want to sell that on Amazon. And then I started building up more and more products.

Keith O’Brien:
Yeah, so that’s a very different model that a lot of people that might be watching this you know the traditional private label like you started with go source a product manufacturer, maybe get patents registrations all that kind of stuff. You found you happen to stumble into, right, because you’re being Matt, right, which was great. Stumbled into this manufacturer so you actually just took an existing product that had some sales history and a little bit of a track record, had some success behind it, when it was made. It worked. You know, it delivered value to the customer and you provided them a service that they couldn’t do themselves. And so now you’ve locked up why long term licensing agreements for exclusivity on these products.

Matt Fraser:
Here’s my caveat though when I when I go into do a deal with a new business. First of all, I’m going to get exclusive rights to sell on the Amazon platform, I don’t want to be competing with other people, 100%. So that’s the first thing. The other thing I really want to make sure it’s got trademarks in place potentially also patents on the product.

So, and then of course what happens is generally they’re going to have a whole suite of creative as well. So I just take all that. I’ll get in, and away we go, then yeah and I make sure that it’s sealed up with a contract.

Keith O’Brien:
Yeah, that’s great. So all the same things like you would do it to your own product you want to make sure that are in place with one of the other represent. That’s great. All right, So, we had this little growth he had from 50 to 100K. Let’s get past that so let’s say like this journey from like 50k a month to say 150K. You know what, everyone asks, “how’d you do it like? What levers for growth, did you pull to help generate that from, say, to move that 100K?

Matt Fraser:
Well, I guess the first thing you have to allow time. You can’t sort of shortening the time. That said, I was trying to shorten the time, so, for example, I signed up a deal with a company that does sports tape, and it’s a unique tape and it’s you know it’s well known etc. And they shoot volumes on Amazon, and what had happened was he had allowed random people to really take over his brand on the Amazon platform so there were multiple listings and they were just rubbish photos and were really destroying the brand.

So I went back to him and said, “Hey Ryan look your product looks completely shit. You’re allowing it to be destroyed, through very very bad branding and probably customer service, etc. And he said, “okay, can we start together? So what we did is we actually had everything at that time they were actually doing new packaging anyway. So I took over all the new packaging and imagery, and we did new barcodes and all those other guys really just didn’t get any more product after anyway so they died off that the tape niche super competitive is really really competitive. So what I said was “Look, why don’t you just give me the product. And then I’m prepared to take a gamble I knew that the light at the end of the tunnel was huge sales I’m talking like a couple of hundreds thousand a month on these things. And I said what we’ll do is we’ll put all of that money back into PPC. It’s like dump it in. Yeah, and just keep churning the revenue back into PPC, so it could run a really high, almost like 100%. And so that’s what we did because the more we can put into PPC the more is going to bring more sales we’re going to make, the more sales we make, the more reviews we get. So that we can shorten the time, rather than trying to say, we have to pull our profit from day one. Now the reason I was able to do that was that I already had a PPC management team behind me – you guys. So I actually go to that client really and say, “Look, I’ve got a very successful PPC management team behind me we’re doing this already on my existing products which were learning the medical stuff, and use that actually as part of my sales talk to get him to come over to me.

Keith O’Brien:
That’s awesome. Now is the tape still a product of yours that’d is still going?

Matt Fraser:
Yep. It’s, we had some issues through COVID we’re getting supply. So, but on average, it does about 30 to 40K a month.

Keith O’Brien:
Yeah. Okay. Cool. All right, so let’s take the next level you’re obviously doing now the end of the year you were doing months over a quarter million right. What were some of the things that you did to grow the business at that level? did you launch new products? Did you just scale your existing that you do in new markets? What did you do?

Matt Fraser:
So we continue to expand the range. Okay, so even now, for example, I just think today it’s picked up over 335 for the last 30 days, that’s 335,000 US dollars in the US only. That’s even after I have one of my other main products currently under suspension. So as an Amazon seller we all go through it for whatever reasons something is gonna go down and you really got to be prepared for that. I remember in the journey when the main medical one at the time went down and I freaked out I was like oh my god, but I just resented and just gotten out a couple of grand or whatever for a legal letter, spent the money, got it back up again carried on. I remember at the time I kept thinking that this is the point where a lot of people would quit because the pressure would be just too much. They got stopped, perhaps tied up in the States, particularly to, if you know if your suspension lasts a long time, you could actually get it to a point where Amazon’s gonna say you have to remove that stock so now there’s an extra cost to get into a fulfillment center and just become too complicated, and I think people obviously want Amazon as an easy fix to running a business and it certainly is much easier, but it’s still gonna have hiccups. So, it is really about being relentless in your journey of just keep pushing through regardless of what Amazon throws at you. And so certainly, the mindset has a lot to do with it. I took on more products. And so that sort of started to broaden out the range, and really, I guess, a focus on outside of Amazon became a focus right.

Keith O’Brien:
Sure, yeah, so it’s so funny because you put a post up, it’s the end of the year, I reshared it and all those people reach out “so what do you do, what do you do” you know, how do you grow it? And everyone wants to hear all these little magic secrets about how he did this and did this, but of the 2 million that you hit last year. That was all on Amazon. What percentage of that was that one first medical product that you launched and locked up?

Matt Fraser:
Keith, this is gonna blow you away, the one device is my hero product the one product does 90% of the sales.

Keith O’Brien:
Yeah, so I mean you’re super fortunate you nailed, you got something you had no idea when you went into that but that’s what the potential lies right that that started with a decision – “Let’s see if we could sell 100 units”

Matt Fraser:
Yeah that’s right and of course three weeks, and it blew out to 400-500 a month, and then we thought it might cost over 1000 we thought oh my gosh is amazing and now we’re doing over 1000 a week.

Keith O’Brien:
That’s gonna drive a lot really crazy marketers nuts because they want to know, they want to hear like “Oh, you did chatbots, and you did this and yet you didn’t drove it off Amazon traffic and you did this and you did that into a those you mastered the fundamentals on Amazon, and drove a product through that actually had potential.

Matt Fraser:
Well, let me say now that I think back it was such a long time ago so I have to go deep into the mind. I refocused on EBC, making sure that content looked right, I went back and did new images. I was looking at keywords. All the core stuff. The basic stuff, I mean it’s at a point now though where I really just don’t touch it, because it’s just working so well I don’t want to play with it. Yeah. And I was on one of those funny things too, when you start playing with things, it can red flag things. You don’t want to be in there every day changing things now. I haven’t touched the listing for months, months, and months, and just left it.

Keith O’Brien:
Yeah, that’s awesome. So you touched on it a little bit, but I want to go back to when you’ve had this great growth. Like business-wise, just in the US, what kind of challenges, other than one product especially mentioned, there’s gotta be other things that you dealt with that, you know, were roadblocks or things you had to overcome what are some of them?

Matt Fraser:
Probably what other Amazon sellers are also facing now is limited inventory.
That has been a challenge. The product that I bought is a 90% medical device. It is manufactured in Australia so I haven’t had to deal with particularly COVID issues, like many sellers I guess that stuck with their products in China. But I have to deal with just the fact that now because I airfreight my product, all of a sudden COVID hits and just planes on the fly. But now, what would normally take five days Express is now taking like six weeks. So, of course, those challenges came up when we just kept working through them. I think it only got to a point though where I was out of stock for a very short period like a week, maybe within the last year. So, that that’s probably the has been the biggest challenge.

Keith O’Brien:
All right, cool so now what are you doing to grow the business, I think you’re in other marketplaces now. Please tell me about the journey.

Matt Fraser:
Yeah, about a year ago Keith, I thought well if it’s working in the States, let’s put it into Australia, Australian Amazon only started up. Well, I think it’s like 18 months ago or something. And I’m on that platform. To give you an idea of the difference this is probably interesting for those who are Americans watching this, and that is the. I can sell one product, about four and a half thousand units a month in US, yet in Australia is probably about 30 to 40 units, a month, now, yes you’re gonna say “well, the population is different – Australia’s got about 25 million compared to your 300 plus million. But the other thing too is the mindset in Australia is hasn’t shifted to Amazon yet Amazon’s such a long history in America that when people wake up in the States, they’re just like, oh yeah we just go into Amazon and buy out whatever. Australia is still thinking about eBay. They’re still thinking about Gumtree which is kind of like a Craigslist type of thing. Amazon has spent some money on advertising on like primetime TV to try get people thinking about Amazon and my understanding is growing. But it’s nowhere near the opportunity so the argument is well do you get into Amazon now in Australia for what could possibly be something fruitful in the future, or do you just wait until it’s happening and then worry about getting in. Because I’m living in Australia, I obviously took the opportunity, obviously shipping quite easily because it’s manufactured here, but the other big step I took was going into the UK European market, and the challenges there is just so much, the challenges there are the VAT, setting up a UK company, an absolute nightmare to deal with. I found a nightmare and then, of course, you got to get bank accounts then you gotta do VAT reporting and, it’s all ironed out now, but for a newbie going in, like I was it was a bit of a long thing, it’s not as simple as I’m gonna go list my products in Europe. Much different journey.

Keith O’Brien:
So that getting a little traction now that you’ve got it all sorted?

Matt Fraser:
Yeah, so I think all talking US dollars I think it’s probably sitting about $400,000 if we include the UK and the US.

Keith O’Brien:
All right. Now, for those that do like to market off of Amazon, you’re doing something a little different and a lot of people are focused on driving their sales back to Amazon with all of Amazon traffic and working on that. But you’re doing something a little bit different, so talk about that for a second.

Matt Fraser:
Well, the fact that someone will actually do that now I mean if now knowing what I know there’s no way that I would spend marketing dollars on driving traffic to an Amazon listing, like that, that’s mazes totally crazy.

Keith O’Brien:
Yeah, I mean, they might not drive it straight to Amazon they may drive it to a landing page, capture data, then throw it back.

Matt Fraser:
So well I’m using Facebook ads to drive traffic to a sales funnel. And this is actually on the hero products so what we did is we thought “well look, it’s working so well on Amazon, there must be another segment of people that must want this product as well”. Like putting in front of their face. Because the problem with Amazon is that I realize people going to Amazon and looking for the product, or the niche, now putting it in front of people, so when they’re sitting in the lounge room and they’re just like, “oh yeah, actually you’re right I do need that product and bang they’re pressing on the button they’re coming into the sales funnel, they’re making the purchase and we ship it. Now the transition for that was we initially tested it through the sales funnel shipped from Amazon. So we just didn’t move to a new fulfillment center. Once it built traction we knew that this is going to work.

Keith O’Brien:
And so now you’re capturing consumers that you know are on Facebook looking at stuff and like instead of having to go to Amazon they see your product on Facebook. How’s that going?

Matt Fraser:
Yeah, really good. So at the moment we’re doing 400,000 Aussie dollars so let’s say 300,000 US dollars off Amazon. So it’s going well. What’s interesting though is running the Facebook ads, going into the funnel, some of that traffic is not buying in the funnel. And there’s a couple of reasons. One is they think that potentially it’s a scam. They think that ads on Facebook, are not real. And then they go to Amazon and research it and they find that it’s there. So then they go ahead and buy it.

Keith O’Brien:
Yeah, we call that the halo effect. This is gonna happen if you’re selling on your website, and this is going to happen if you’re selling in retail. You know, it’s going to happen regardless of where your products are sold you’re gonna get some sort of halo effect. If you have other distribution points that show up as sales on Amazon.

Matt Fraser:
Yeah, I think, in the beginning, in case you know being new, I didn’t realize the effect. I thought, are they gonna see on Facebook and buy the product or they’re not. Not that there we actually thinking that they potentially come over to Amazon. So the growth in Amazon, to a degree, would also be off the back of that and we been running that now almost for a year. And that’s just scaling over that time.

Keith O’Brien:
I was at an event, it was the last event I went to before COVID hit last year and I was talking to a business and they were doing, about 12-15 million a year on their own e-commerce sites, and he’s like, “we sell on Amazon, we just do it to catch the halo effect, and you know we do about a million a year”. So they’re just pick up the scraps. So, all right, so we’re gonna unpack this a little bit, I think you know I’ve been an entrepreneur most of my life and I know you have for quite a long time as well, and there’s all the tactical kind of blocking and tackling, the fundamentals practices, and I know you’re working your butt off now as well, on multiple markets and multiple platforms. But I want to talk a little bit about, what does it take from you on the mental-emotional side, because that’s where we really sometimes get kicked in the guts. So what are some of the things that you’ve got to deal with, and what are some of the things that you do to manage that process?

Matt Fraser:
Look for me, I’m probably somewhat unique in a way I mean I’m super resilient. Can I say that to them, it doesn’t matter what comes my way I’m going to find a way through it. And the reason why is because I’ve set this goal is so big right now that the little things that happen day to day, and just deal with it and move on.

The other major contributing factor is I have an amazing wife. So each and every day if I’m sitting in here, you know, pressing keys. I’m not getting any of those reproaches, you know, “you’re spending too much time in the office, you need to spend more time with the kids”.

My wife is like “babe, get back in the office”. She just gives me the time that I need because we’re on the same page, we’ve got the same goals we’re hitting the rock in the same direction.

Keith O’Brien:
Yeah. You know like I mean just like you said you don’t know what you don’t know and I think, kind of breaking this down a little bit, like you didn’t have these goals when you’re first starting out, you have these goals that were actually realistic to your stage, and where you were in life at the time.

Based on your knowledge based on your background, based on what you actually saw in front of you and then you got there, you just went to work and you go to work in similar ways today, as you did when you first started, which is, I’m driving towards this target. Do a little more thing, a few more things today, you may work a little more, a few more hours, but ultimately, the work is that’s where I’m going. And this is what I need to do to get there.

Matt Fraser:
Okay, it’s another goal that I had a little while ago was, “I want to be in a position where I have to worry about paying tax”. Like, and a lot of tax. Yeah, that’s the problem that I want to have. And that’s the thing where as you grow you get. There are more problems but they’re just different problems.

So, I’ve now actually got a business mentor that I sit down with once a month and talk about how can I reposition myself and grow my business so, for example, right now, we’re looking at hiring an operations manager. To take away the “day today” that will free up my time then so that I can go out and find other businesses to acquire and expand. So you talked about, you know, it’s I setting these goals is good, right and they have to be realistic. There also has to be a pathway to it. And so that’s one of the pathways that I think I want to do now is one that I’ve already done right, which is taking existing FBA business. Take them off Amazon, or including Amazon, and then plug them into my e-com system. So right now I’m in like 17 countries with seven different languages, out of five fulfillment centers in three continents. So I’ve got the infrastructure and the know-how and going back to what you said before you don’t know what you don’t know. Well, now I know that. And that’s the system.

Keith O’Brien:
Yeah, what you said there was so key I saw all the time like, even people growing a successful business right and they said, “Well, I want two x next year, I want to double my sales”. All right, what does that actually look like? Because the one thing about e-commerce – you only can sell what you have, you literally cannot make any money, if you don’t have the product. So you want to grow, what is that going to mean in terms of your inventory, by when are you going to need to buy it. You know what happens if you hit that a little early. Are you going to run out of stock and it’s just all these things that if you just gotta go back and methodically plot it out. And it’s really interesting, I love what you did there.

Before we kind of close up let’s, let’s do this. So, I think, you know, there’s a lot of people that come from all from different kind of schools of thought when it comes to outsourcing different parts of their business like we write content for a lot of companies, we do photos for a lot of companies, design EBC all this kind of stuff, and some businesses we manage the whole thing, so you outsource PPC and beyond the obvious stuff that we helped to scale the business. Beyond that, what has that done for you? What does that mean for you? What are other kinds of benefits that you got out of that relationship?

Matt Fraser:
Well, I touched on that one before which was that I used as a part of my sales pitch when looking at it. I’ve got my own in-house PPC management team, where I can now plug their product into and they can do all the research. So, that was good and the other thing too, Keith, is always able to contact the team, and say hey look, I’ve got this product coming in. What do you think, and that would give me a sort of a bit of a deep dive as to what is the competition like, and what do we think we can do in sales and is there opportunity.

Direct communication with the team is also excellent. I’m not a day-to-day guy so I’m only really having meetings maybe once every four to six weeks. This is sort of catch-up and we can talk about different products and where they’re at and maybe should try different strategies. And so, that’s kind of been instrumental for me is working with the team to help grow it.

Keith O’Brien:
If you were in there, overlooking everything daily, like “Why did you bid $1.65 on that keyword?” I just spent $27 on a keyword that didn’t even make a sale”. You won’t have any time to go build the off Amazon side of the business.

Matt Fraser:
That’s exactly right. The time of me not doing PPC has allowed me to put the time into growing a complete e-com business globally, which as I said before it’s now doing $300K a month. I am not going to worry about spending, a certain amount of dollars with you every month. Which is really minuscule in the scheme of things, right so it’s no case sometimes people when you’re in this business of e-com there’s going to be certain things that each person likes to do. People like doing keywords and PPC, and if they want to just spend all day every day doing that and so be it. And they might want to outsource other things.

For me, that was something that I was happy to outsource to experts because it’s so integral.
Like it makes such a massive difference in the business it’s not just what was the image like.

Keith O’Brien:
Well, I think that’s a good place to kind of finish this, but again, Matt, congratulations! You know what you’ve done in the last couple of years is just absolutely massive, as they say in Australia – legend. I wish you amazing success for 2021, I know you’re gonna crush it!

if you cool I’m going to steal this, I’ll give a little shout-out before I steal it so there’s a podcast that I absolutely love called e-commerce fuel. Andrew Darien that host and creator, they do phenomenal work, and he always ends his podcast with what he calls a lightning round.

He asks a couple of off the cuff little questions that don’t have anything to do with e-commerce but just fun. Thank you for for that and for the inspiration for all the work that you do on your podcast.

Matt Fraser:
God thank you so much for helping me reach this mini-milestone in my journey because I couldn’t have done it without you.

Keith O’Brien:
I love that you call it the mini-milestone That’s awesome.

So what’s the most interesting thing you bought last year?

Matt Fraser:
Oh, I’ve got a thing with watches right now I bought a few watches in the past year, the Rolex is not in there, right the Rolex is like I said to myself when I get to 100K I’m going to buy a Rolex, for sure. That’s it, I’m done and I went and smashed 100K, that was too easy. So I’m gonna like a million dollars a month I’m going to get the Rolex for sure, then maybe not maybe send me a $10 million a year thing that I’ll get a Rolex so watch this has been something interesting for me.

Keith O’Brien:
Interesting. So, my, my brother in law and my sister bought me a watch for Christmas. It’s this little boutique manufacturer, it was in the UK, called William wood. So if you’re really into watches, it’s a really cool story, go check it out. It’s a boutique manufacturer they don’t make very many of them every year. And that the guy built a brand around his grandfather who was this lifetime firefighter. And so, different parts of the watch are either recycled or metal pieces from like the crown from the old brass helmets, and this is their brass collection which is kind of cool. The bands are all actually recycled old fire hoses. Legend has it you can still smell the smoke.

Alright so, what was your favorite thing that you did last year that has nothing to do with the money?

Matt Fraser:
The favorite thing? Well, I did buy a new house that has nothing to do with money or not enough money. I used other people’s money that wasn’t really my money. Oh geez, this is a tough one, but you know, we’ve been locked down, probably that’s been quite interesting. The fact that my daughter has been at home doing homeschool for a period of time so was certainly unique.

Keith O’Brien:
Cool. And so since they’re right behind you probably something that most people don’t know about you, what’s actually behind you on the shelf?

Matt Fraser:
Right, so when I was doing setting this up, you know, you see people a lot of the time they have books, and I do have like over the other side of this, of this camera is my entrepreneurial books right I’ve got them on the shelf with some products and things like that.

I thought no no no I’m gonna do something different. I’m gonna have a wall of records. It’s like check this out, vinyl records that’s what’s in all this complete system.

I started DJing when I was probably in high school and then went out and did dance parties and nightclubs for about 10 years. And so what’s interesting is when CDs came out the CDJ the Pioneer CDs, everyone was dumping records like there was no tomorrow. You couldn’t give them away, sir, I kept all my records, because it means something to me. and we’ve done this for transition now where now the original record, even technics turntables stop making turntables like not know 15 years ago, they’re now remaking them again because back in fashion again. So, I just think it looks like it’s like a cool backdrop and I just love him.

Keith O’Brien:
Did you know if you kept that career path, you know you could have made 50 million a year, like some of the DJs at the top.

Well, man. You’ve been awesome. I appreciate it. You know, can’t wait to get travel and get to see you again – congratulations on an amazing year and cheers to an amazing next couple of years for you.

Matt Fraser:
Awesome. Thanks, Keith, good to talk to you. Take care.

Keith O’Brien:
All right, on behalf of Page.One everyone we serve and everyone that is in the e-commerce space, we wish you the best for an amazing 2021, and beyond. So thank you very much for joining us and I hope this provided some value for you, and let us know if we can serve you in any way. Bye for now guys.

Key Takeaways:

  • Go with what you know. If you are outside of your experience level, hire experts.
  • First product failure doesn’t have to be your story
  • Ride your winners
  • You don’t know what’s possible until you push the edges
  • Set big, audacious goals and work your butt off
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