No One Wants a Wesbite - Build this instead!

No One Wants a Wesbite - Build this instead! ![rw-book-cover](https://readwise-assets.s3.amazonaws.com/static/images/article4.6bc1851654a0.png) 🔗 **Source:** [No One Wants a Wesbite - Build this instead!](https://www.youtube.com/watch?v=DGF6KahHii0) > [!note]+ Document Notes > tags: [web-development, business-automation, niche-software, client-value-proposition, subscription-business, custom-crm] > author: Tyler Moore, Emmanuel Diaz > source: YouTube > reference: https://www.youtube.com/watch?v=DGF6KahHii0 > date created: {{date:YYYY-MM-DD}} {{time:HH:mm}} > > # 🏷️ Title: No One Wants a Website - Build this instead! >  ## 🧭 Table of Contents - [📝 Summary](#-summary) - [📖 Main Content](#-main-content) - [🗒️ Notes](#️-notes) - [📚 References](#-references) - [🗣️ Paraphrase](#️-paraphrase) - [📰 Newsletter](#-newsletter) - [✅ Action Items](#-action-items) - [🧪 Hypotheses](#-hypotheses) - [🔮 Future Research](#-future-research) - [💡 Implications](#-implications) - [🧠 Learning Styles Assessment](#-learning-styles-assessment) - [📊 Accessibility Assessment](#-accessibility-assessment) - [🌍 DEIB Assessment](#-deib-assessment) - [✅ Logical Validity](#-logical-validity) - [🛡️ DARVO Analysis](#-darvo-analysis) - [🎯 Conclusion](#-conclusion) ## 📝 Summary - **What happened**: Web developer Emmanuel Diaz argues that businesses don't actually want prettier websites—they want systems that make them more money and solve operational problems. - **Why it matters**: This reframes web development from aesthetic services to business automation solutions, enabling higher prices and better client retention. - **Key stakeholders**: Small business owners (firearms training, bridal boutiques, security guard licensing), web developers, subscription-based agencies. - **Risks and tradeoffs**: Requires deeper business analysis and niche specialization versus broader website design services. - **Bottom line**: Focus on building custom business automation tools that increase revenue rather than pitching website redesigns. ## 📖 Main Content The core argument challenges the traditional web design sales approach. Instead of offering "prettier websites," successful developers should identify specific business pain points and build custom automation systems. ### Key Examples Demonstrated **Firearms Training Business**: Rather than redesigning their functional but ugly website, Diaz built an automated booking system that sends monthly reminders to past students, promotes next-level training based on completed courses, and triggers birthday/holiday reminders for additional bookings. **Bridal Boutique**: Beyond a website redesign, he created a comprehensive appointment management system with dress pre-selection tools and a presentation mode that displays personalized welcome screens on large studio monitors, making the experience more shareable on social media without revealing dress details. **Security Guard Licensing**: Built a custom CRM replacing expensive HubSpot subscriptions, handling compliance documentation, renewal tracking, and integrated course delivery—all for $250/month versus $800+ for generic software. ### Strategic Approach The methodology involves niching down to specific business types with identifiable recurring problems. Diaz specifically targets businesses with regular but non-subscription services (dog groomers, personal trainers, barbers) where automated retention systems create immediate value. ## 🗒️ Notes #### ⏱️ [00:00:00](https://www.youtube.com/watch?v=DGF6KahHii0?t=0) Opening premise - Emmanuel Diaz: "Nobody actually wants a website" - they want business solutions - 20+ years experience, 1000+ websites built - Websites are like business cards - they just sit there #### ⏱️ [00:02:30](https://www.youtube.com/watch?v=DGF6KahHii0?t=150) Cold sales reality - Cold calling for website redesigns fails unless specific pain points exist - Business owners don't think about websites frequently - "What customers actually want is money" #### ⏱️ [00:03:45](https://www.youtube.com/watch?v=DGF6KahHii0?t=225) Firearms training case study - Got Your Six Firearms Training - successful business with ugly website - Problem: One-time students don't return for regular training - Solution: Automated booking system with monthly reminders, level progression, birthday/holiday triggers #### ⏱️ [00:07:30](https://www.youtube.com/watch?v=DGF6KahHii0?t=450) Niche specialization strategy - Research known issues in specific business types - Put yourself in business owner's shoes - Use Claude Code for custom software development - Target problems too specific for large software companies #### ⏱️ [00:09:15](https://www.youtube.com/watch?v=DGF6KahHii0?t=555) Bridal boutique case study - Blushing Bridal - subscription model client - Old WordPress booking plugin causing fatal errors - Built comprehensive appointment system with dress pre-selection and presentation mode #### ⏱️ [00:14:45](https://www.youtube.com/watch?v=DGF6KahHii0?t=885) Presentation mode details - 60-inch screen displays personalized welcome messages - Shareable Instagram content without revealing dress details - Hover-activated video clips of pre-selected dresses - Brand-matched, boutique-style presentation #### ⏱️ [00:17:30](https://www.youtube.com/watch?v=DGF6KahHii0?t=1050) Cost and value discussion - Client pays $250/month vs potential $100,000+ custom development cost - One additional dress sale per month justifies entire subscription - Wedding dress profit margins make ROI obvious #### ⏱️ [00:19:00](https://www.youtube.com/watch?v=DGF6KahHii0?t=1140) Security guard licensing case study - Compliance documentation and renewal tracking system - Replaced HubSpot ($800/month) with custom solution ($250/month) - Built-in course delivery system - Alphabetized student management with document storage #### ⏱️ [00:22:45](https://www.youtube.com/watch?v=DGF6KahHii0?t=1365) Client emotional response - Security guard client sent long text about stress relief - Custom software enabled business launch by solving compliance barriers - Non-technical person could operate complex system easily #### ⏱️ [00:25:30](https://www.youtube.com/watch?v=DGF6KahHii0?t=1530) Getting started advice - Start with friends/family businesses to identify pain points - Build dummy versions of solutions for cold outreach - Focus on helping solve problems, not selling websites - Target businesses with regular but non-subscription services ## 📚 References - [Got Your Six Firearms Training](https://gotyoursixfirearmstraining.com) - Case study example - [Blushing Bridal](https://blushingbridal.com) - Bridal boutique case study - HubSpot Pricing - Comparison for custom CRM solutions - Claude Code - AI tool for custom software development ## 🗣️ Paraphrase Web developers should stop selling website redesigns and start building custom business automation systems. The key insight is that business owners care about revenue and operational efficiency, not aesthetic improvements. By identifying specific pain points in niche industries—particularly businesses with regular but non-subscription services—developers can create automated systems that directly increase client revenue. Examples include appointment reminder systems for service businesses, custom CRMs for compliance-heavy industries, and integrated presentation tools for retail experiences. This approach commands higher prices ($250/month subscriptions versus one-time website fees) and creates stronger client relationships because the tools directly impact business success. ## 📰 Newsletter **Stop Building Websites, Start Building Business Systems 🚀** This week's deep dive reveals why your website redesign pitches keep falling flat—and what successful developers are building instead! Emmanuel Diaz drops some serious knowledge about shifting from aesthetic services to revenue-generating business automation. **The Big Insight**: That yoga studio owner doesn't want a prettier website. She wants an automated booking system that reminds clients to rebook, tracks class packages, and sends birthday discount codes. The difference? One makes her money, the other just looks nice. **Real Examples**: From firearms training reminder systems ($250/month) to bridal boutique presentation modes that boost Instagram shares, these custom solutions are replacing expensive enterprise software while delivering exactly what each business needs. **Your Next Move**: Pick a niche (dog groomers, personal trainers, local services), identify their recurring operational pain points, and build targeted automation tools. Start with friends and family businesses to validate your solutions, then scale to similar businesses in your area. Tools mentioned: Claude Code for rapid custom development, subscription-based service models, and niche-specific CRM solutions that beat HubSpot pricing while delivering better user experiences. ## ✅ Action Items #### DevRel - **Developer advocacy**: Create case study presentations showing ROI of custom business automation vs. traditional web design - **Education**: Develop workshops on business problem identification and niche analysis for web developers - **Developer experience**: Build templates and starter kits for common business automation patterns (booking systems, CRMs, reminder systems) #### WordPress - **Plugins**: Identify opportunities for WordPress plugins that address specific business automation needs beyond basic booking systems - **Community**: Share case studies of successful business automation implementations in WordPress ecosystem - **Documentation**: Create guides for building custom business solutions on WordPress infrastructure #### Community - **Maintainers**: Develop open-source templates for common business automation patterns (appointment systems, client retention tools) - **Contributors**: Build libraries for integration with payment processing, calendar systems, and notification services ## 🧪 Hypotheses 1. **Niche specialization hypothesis**: Developers who focus on specific business types (service industries with regular but non-subscription customers) will achieve higher conversion rates and pricing than generalist web designers. 2. **Automation value hypothesis**: Custom business automation tools that directly impact revenue will command subscription pricing 3-5x higher than one-time website design fees. 3. **Retention correlation hypothesis**: Clients who receive revenue-generating automation tools will have significantly lower churn rates than traditional web design clients. 4. **Market gap hypothesis**: The space between expensive enterprise software and basic WordPress plugins creates opportunities for custom $200-500/month solutions. 5. **AI development acceleration hypothesis**: Tools like Claude Code reduce custom software development time from months to weeks, making niche solutions economically viable. ### 📊 Methodology - A/B testing: Compare conversion rates of "website redesign" pitches vs. "business automation solution" pitches across similar business segments - Financial analysis: Track 12-month revenue per client for automation services vs. traditional web design - Survey research: Interview small business owners about pain points and willingness to pay for custom solutions - Market analysis: Compare pricing and feature gaps between enterprise software and small business needs ### ❓ Questions - Which business types have the highest willingness to pay for custom automation solutions? - How do you scale custom software development while maintaining quality and client relationships? - What are the legal and compliance considerations when building industry-specific software? - How do you identify and validate business pain points before investing development time? ### 🔮 Future Research - Industry-specific automation opportunity mapping - AI tool capabilities for rapid custom software development - Subscription pricing models for technical service businesses - Integration patterns between custom solutions and existing business software ### 💡 Implications - **Practice**: Web developers need to develop business analysis skills alongside technical capabilities - **Education**: Web development curricula should include business problem identification and niche market analysis - **Policy**: Consider regulatory implications of building industry-specific software (licensing, compliance, data handling) - **Funding**: Investment opportunities in tools that enable rapid custom software development for small businesses ### 🧠 Learning Styles Assessment Reading level: Flesch-Kincaid Grade Level 8.2 (accessible to general business audience) #### 👀 Visual learners - **Present**: Screenshots of custom CRM interfaces, booking system flows, presentation mode demos - **Improve**: Add architecture diagrams showing system integrations, before/after workflow comparisons, ROI visualization charts #### 🔊 Aural learners - **Present**: Video format with clear narration and examples - **Improve**: Add podcast version, audio case study summaries, client testimonial recordings #### 🗣️ Verbal learners - **Present**: Clear analogies (websites as business cards), defined terms (CRM, compliance), business examples - **Improve**: Glossary of technical terms, industry-specific terminology explanations #### 🧩 Kinesthetic learners - **Present**: Step-by-step case studies, demo interactions shown on screen - **Improve**: Interactive demos, downloadable templates, hands-on workshop materials #### 🧠 Logical learners - **Present**: Cost comparisons ($250 vs $800/month), ROI calculations, systematic approach to niche selection - **Improve**: Decision trees for niche selection, pricing calculation worksheets, implementation timelines #### 🧑‍🤝‍🧑 Social learners - **Present**: Two-person interview format, client relationship discussions - **Improve**: Developer community forums, case study peer reviews, mastermind group prompts #### 🧘‍♀️ Solitary learners - **Present**: Detailed examples allowing independent analysis - **Improve**: Self-assessment worksheets, individual planning templates, reflection questions #### 🌿 Naturalistic learners - **Present**: Business ecosystem thinking, organic client relationship growth - **Improve**: Business lifecycle analogies, sustainable growth strategies, environmental impact of custom vs. enterprise software ### 📊 Accessibility Assessment #### Screen reader semantics - **Present**: Video has clear audio narration, structured presentation - **Improve**: Add detailed transcript, describe visual demonstrations, provide alt text for screenshots #### Contrast and readability - **Present**: High contrast in demo interfaces shown - **Improve**: Ensure all custom software examples meet WCAG AA contrast requirements #### Media and captions - **Present**: YouTube automatic captions available - **Improve**: Professional captions with speaker identification, downloadable transcript ### 🌍 DEIB Assessment #### Cultural breadth - **Present**: Diverse business examples (firearms training, bridal, security services) - **Improve**: Include international business examples, cultural considerations for automation systems #### Inclusive language - **Present**: Gender-neutral business terms, accessible explanations - **Improve**: Consider cultural variations in business practices, avoid US-centric assumptions about business models #### Representation - **Present**: Variety of business types and client interactions - **Improve**: Include examples from underrepresented business owners, diverse developer perspectives ### ✅ Logical Validity #### Strong reasoning - **Cost-benefit analysis**: Clear ROI calculations showing $250/month investment justified by single additional sale - **Market positioning**: Logical identification of gap between expensive enterprise software and basic plugins - **Causal reasoning**: Direct connection between automation tools and business revenue increase #### Fallacies - **Hasty generalization**: "Nobody wants a website" overstates the case - some businesses do value aesthetic improvements - **False dichotomy**: Presents choice as either website redesign OR business automation, when both can be valuable - **Survivorship bias**: Examples focus on successful implementations without discussing failures or challenges #### Tone of voice - **Conversational and practical**: Uses accessible language and real examples - **Confident but not arrogant**: Presents clear viewpoint while acknowledging nuance - **Educational**: Focuses on teaching principles rather than just promoting services ### 🛡️ DARVO Analysis No DARVO patterns detected. The discussion focuses on business strategy and client value rather than defensive rhetoric or blame assignment. ## 🎯 Conclusion The fundamental shift from selling websites to selling business solutions represents a strategic evolution in web development services. By focusing on revenue-generating automation tools rather than aesthetic improvements, developers can command higher prices, achieve better client retention, and deliver measurable business value. The key is thorough niche analysis, deep understanding of specific business pain points, and leveraging modern AI development tools to make custom solutions economically viable. Success requires thinking like a business consultant first and a developer second—identifying problems that directly impact client revenue and building targeted solutions that justify ongoing subscription relationships. ## 🔄 Refactor Appendix — No One Wants a Website - Build this instead! ### 📚 Literature Atoms (H3) #### Business automation generates more revenue than aesthetic website improvements > [!quote] ID:rw_transcript_001 > What customers actually want is not a website. What they really want is money. **Context & use**: - Core argument at 2:30 mark challenging traditional web design sales approach - Fundamental reframe from service provider to business revenue partner **Tags**: #xref #business-strategy **Highlight**: [view highlight](https://www.youtube.com/watch?v=DGF6KahHii0?t=150)  #### Subscription-based custom software beats enterprise solutions for small businesses > [!quote] ID:rw_transcript_002 > She's paying like $250 a month versus HubSpot professional at $800 a month, and this does exactly what she needs with no extra buttons. **Context & use**: - Security guard licensing CRM example at 22:00 mark - Demonstrates market gap between expensive enterprise software and small business needs **Tags**: #xref #pricing-strategy **Highlight**: [view highlight](https://www.youtube.com/watch?v=DGF6KahHii0?t=1320)  #### Niche specialization enables targeted automation solutions > [!quote] ID:rw_transcript_003 > Businesses that have regular booking but can't do subscription - dog groomers, personal trainers, barbers - that's a really good niche with a specific problem. **Context & use**: - Strategic advice at 25:30 mark for identifying automation opportunities - Targets service businesses with retention challenges **Tags**: #articleseed #niche-strategy **Highlight**: [view highlight](https://www.youtube.com/watch?v=DGF6KahHii0?t=1530)  ### 🧠 Permanent Candidates (H4) #### Custom business automation commands subscription pricing while website redesigns remain one-time services **Claim**: Revenue-generating business automation tools justify ongoing subscription relationships where aesthetic website improvements typically result in one-time project fees. **Evidence pointer**: [[#Business automation generates more revenue than aesthetic website improvements]] **Scope & conditions**: Applies when automation directly impacts client revenue; breaks when tools don't deliver measurable business value **Links**: - [[Subscription business models]] — because extends into service delivery - [[Client retention strategies]] — because contrasts project vs. relationship approaches  ### ✏️ Fleeting Queue - Research common pain points in service businesses with regular but non-subscription customers - Investigate AI development tools for rapid custom software creation - Analyze pricing gaps between enterprise software and small business solutions ### → Things 3 - [ ] Map local service businesses and identify automation opportunities — next week #things - [ ] Research Claude Code capabilities for custom CRM development — this week #things --- ## Full Transcript [00:00] Hi, my name is Tyler Moore. I've been [00:02] building websites for over 20 years and [00:03] this is Emmanuel Diaz. He's been making [00:06] websites for a long time and has made [00:08] over a thousand websites. You told me [00:10] something last week. You said that [00:12] nobody actually wants a website. They [00:14] want something else instead. Uh defend [00:16] that. [00:17] Yeah, so you know, if if you run a [00:20] website design agency, [00:21] um you might have noticed that you care [00:23] a lot about creating a website and [00:25] having a nice website. But for the [00:27] average person or like the average [00:29] business owner, um their website is not [00:33] something that they think about a lot. [00:34] It's kind of like a business card. Where [00:36] like, you know, you want to have a nice [00:38] business card um and then that's kind of [00:41] it. You just it kind of sits there. And [00:43] if you've ever tried to do like a cold [00:44] sale, [00:45] uh calling somebody to offer them a [00:47] website, it [00:49] they [00:49] unless it like is a particular pain [00:51] point where they're like embarrassed [00:52] about their website or their business is [00:55] just starting and they kind of need [00:56] something up and running, um [01:00] they don't really care about it that [01:01] much. It's just like, okay, I have a [01:02] website or I [01:04] it's ugly or it's okay and it just kind [01:06] of sits there and it's it's kind of [01:07] fine. So, [01:09] uh what I've come to the conclusion of [01:10] is that what customers actually want is [01:12] not a website. What they really want is [01:16] money. They want to [01:17] >> [laughter] [01:17] >> They want to [01:18] You need to sell them uh you need to [01:20] sell them uh not on the website, but on [01:23] um systems that will will make their [01:24] life easier. And it if it makes your [01:27] life easier and it also makes them more [01:28] money, um that is a a much better pitch [01:32] than uh hey, I want to make you a a [01:33] better website. So, how do you go about [01:36] pitching them and what is their [01:37] reactions and does it actually get uh [01:40] higher conversion rate when you reach [01:41] out or how does it all work together? [01:44] Yeah, so I I want to show you an [01:46] example. So, [01:48] uh if you open right there where it says [01:51] um [01:52] if you go to gotyoursix.com, [01:57] um Oh, got your six. [02:00] Hold on. Uh [02:01] actually [02:02] six.com [02:04] >> You are you are you are you are in the [02:05] number six. [02:06] >> Okay, got your six.com. [02:09] Okay. [02:10] So, this is like [02:12] uh no, it's not this one. [02:14] >> [laughter] [02:14] >> Although this is a this is a an equally [02:17] equally bad uh uh What is this? [02:20] I [laughter] don't know. That's not the [02:22] website. [02:23] Um [02:23] let me send you the [02:26] the link right now. [02:26] >> Okay, send me the link. [02:29] Oh, sorry. My bad. It's it's got your [02:31] six firearms training. It's a very long [02:34] name. I'll send you the link. [02:37] >> Uh [02:37] but the the website is kind of has the [02:39] same problem uh [02:41] as the website that you just opened. [02:43] Um [02:44] It's like an ugly website. It's like a [02:46] you know, it's just not they did it [02:48] themselves, right? Now, if you if you [02:50] look up the business, right? So, if you [02:52] just put got your six firearms training, [02:53] put Florida cuz they're in Florida. [02:55] If you look up the business, okay? [02:59] Got your six firearms training Florida. [03:02] Um you can see that it's uh there it's [03:04] the first one. Wow, so they have like a [03:06] very good they have like a lot of people [03:09] going there. [03:10] Right. So, [03:12] the business is doing well. They have a [03:13] ton of reviews. They're very active on [03:15] social media. [03:17] So, if I call them and I say, "Hey, I [03:19] can make your website look prettier." [03:21] Who cares? Like you know, my my website [03:24] my business is running just fine with [03:26] like a simple website. Like it gets the [03:28] job done. Like it's Who cares? [03:31] So, what what I try to pitch not just [03:33] them but like any customer is um you [03:35] know, you try to think about [03:37] what could you actually improve in their [03:39] business before you contact them? Uh and [03:41] it's hard to think about this for every [03:42] single individual business that that [03:44] could exist. So, you kind of have to [03:45] niche down to like, "Okay, what what [03:47] business can I solve a problem for?" [03:49] And for them, for example, the issue is [03:51] that students will like book a class um [03:55] and then, you know, they kind of do it [03:57] one time, get like a firearms license, [03:59] and then they they don't really go [04:00] again. But usually for firearms, you're [04:02] supposed to like train regularly so that [04:05] you don't get rusty and you you know how [04:06] to use it and, you know, you're safe [04:07] about it. So, what I [snorts] [04:10] Yes, I offered them a nicer website [04:11] because I want them to look more [04:12] professional, but but what they actually [04:15] want to buy is uh a booking system that [04:19] automatically [04:21] uh what it does is when when they sign [04:22] up a student, every month it [04:24] automatically sends them a reminder [04:26] asking them to book another class. Um it [04:29] also they can also log what level of [04:32] training they did. So, he has like [04:33] different levels, level one, level two, [04:35] level three. He can log what level they [04:36] did, and then it automatically invites [04:38] them [04:39] uh to do like the next level of [04:41] training. [04:42] If it's the student's birthday, it sends [04:44] them a reminder like a couple days [04:45] before saying, "Hey, you want to come, [04:47] you know, train for your birthday?" [04:49] Um and also like uh before holidays, it [04:53] uh sends a reminder asking them if they [04:55] want to, you know, use the holiday [04:56] weekend, the long weekend to to do like [04:58] a training session or something like [04:59] that. So, when I when I explained that [05:02] part, in the in the business owner's [05:04] mind, they're like, "Wait a minute, this [05:06] more students, more train Okay, wait, [05:07] this equals money." Yeah. [05:09] >> That's what they actually That's what [05:10] they actually care about, not um [05:12] not having a prettier website. [05:13] >> But how did you even like tell me the [05:16] story, walk me through the story of how [05:18] did you actually contact them, what did [05:20] you say, did they contact you? What was [05:22] that first step? And then And then how [05:24] do you even know what they needed, you [05:27] know? How does like a new platform I'm [05:29] trying to pitch somebody, how would I [05:31] even know? All right. [05:33] Yeah, you know, so the the [05:35] that's why it's good to kind of figure [05:36] out a niche because once you figure out [05:38] one one problem, it's easier to sell [05:40] other similar businesses, like you know, [05:42] once you you kind of have to go either [05:45] do the research and figure out a known [05:47] issue, right? So, if you research, [05:49] you'll you'll know that there's a lot of [05:51] gaps in like [05:52] subscription businesses that are [05:55] that are routine, but you can't really [05:56] have a subscription like pet groomers, [05:59] um barbers, [06:00] uh things that people go to routinely, [06:02] but they can't really offer a [06:04] subscription service. [06:05] And you could think, you know, well, how [06:06] could I how could I make their life [06:08] easier, right? You You really need to [06:10] put effort into putting your yourself in [06:12] the shoes of the business owner. Imagine [06:14] what their day is like and um [06:17] and uh how to how you would fix their [06:19] solution. And you know, with with tools [06:21] like Cloud Code, which is what I use, [06:23] you know, it it really opens the door to [06:26] okay, I can build any kind of software. [06:28] They can run any kind of system. [06:30] Um how can I use this, which I know that [06:32] the business owner probably doesn't have [06:33] access to a tool like this. How can I [06:35] use this to build some kind of [06:38] really niche software that can solve [06:40] specifically this very specific issue [06:42] that that is so specific and so small [06:44] that there's no like giant software that [06:46] does it. Um but you can offer it to that [06:48] to that small business. [06:49] >> Can you give me some more examples of [06:50] like what is a small, you know, niche [06:53] thing that you can do um for people? [06:57] Yeah, so another example was for a [07:00] a bridal company that I did. So, um I [07:02] think you have it uh pulled up right [07:04] there. [07:05] Uh so, this is Blushing Bridal. This is [07:07] like a bridal boutique. [07:08] And um [07:09] >> Very nice website. Did Did you [07:11] >> Yeah, it's a beautiful it's a beautiful [07:12] website. And to be honest, for for these [07:15] customers, they they never asked me [07:17] like, "Oh, can you build me this?" [07:20] It's kind of like uh I work with a [07:22] subscription model. So, [07:24] you know, there's only so much so many [07:26] website updates that you can do, right? [07:28] Um so, I always try to think what what [07:30] could I build [07:31] that [07:33] makes it worth it for them to continue [07:35] to pay the subscription, right? And when [07:37] you give your customer a tool that [07:39] um increases how much money they make uh [07:42] and and and the money they make from the [07:44] tool makes is more than what the what [07:46] the tool cost. It's [07:49] it makes complete sense to um [07:51] to keep paying for it, which is, you [07:53] know, I want my customers to be happy [07:54] and I I want them to use these tools for [07:56] a long time. [07:57] So, she had on her She had a WordPress [07:58] website. [08:00] Um and she had a booking system that uh [08:03] you know, it was a a very [08:05] uh standard free plugin booking system. [08:07] And what it would do is the person would [08:10] would fill out the sheet. So, if you go [08:12] to her website [08:14] if you go to her website, um it says [08:16] click click book your appointment. [08:18] Ooh, book your appointment. Yeah, right [08:21] there. So, this is what she had. She had [08:23] an uglier version of this. We made it [08:25] look pretty. Um but this is what she [08:27] had. So, you could click a date right [08:29] there. [08:30] And then you could pick a time. [08:32] And then the bride would fill out the [08:34] information for like uh trying on her [08:36] dress, right? And that's it. They'd get [08:38] a confirmation email, and that was it. [08:40] Um and the the WordPress plugin that she [08:42] had [08:43] it was abandoned and it was starting to [08:46] create like fatal errors on her website. [08:49] So, I told her, "Hey, listen, we we we [08:51] should replace this before like breaks [08:53] the website really bad." Um [08:55] and she was like, "Okay, let's let's [08:57] let's work on that next." And I thought, [08:58] "Okay, I can I can make a a booking [08:59] plugin with cloud code." Um but I was [09:02] like, you know, what if I made something [09:03] that was like [09:05] really cool, like like like go further [09:08] beyond than just a booking plugin. [09:09] There's a a million booking plugins. So, [09:12] I made an entire appointment system. So, [09:15] it has the entire booking plugin part um [09:18] that you would, you know, do. But the [09:20] really cool thing is a couple of things. [09:22] So, she has this dashboard now that's [09:23] like really pretty. Before it was just [09:25] like the WordPress UI, which is like [09:27] blue and gray. Now it's like brand [09:29] matched. So, this is a demo of what she [09:31] sees. So, for example, under Olivia, if [09:34] you click view [09:36] uh click view right there. [09:38] Um, it also has like all the brides [09:40] details, almost like kind of like a mini [09:42] CRM. [09:44] And now she has another tool uh that she [09:46] could use. You see where it says pick [09:47] dresses? So, click where it says pick [09:49] dresses. [09:50] This is where she can kind of pre-select [09:52] the dresses that she wants to demo for [09:54] the bride based on her on her thing. So, [09:58] those are all the brands that she has. [09:59] She can click any of the brands. [10:02] And it'll load um from her website. [10:05] >> Oh, wow. Uh, but instead of loading like [10:06] the e-commerce view, it'll load like [10:08] this really like nice elegant view. She [10:10] can heart whichever ones that she wants [10:12] to demo. So, you can like heart one of [10:14] them and it'll it'll add it to the [10:15] little thing. [10:16] And then you can click um at the top [10:18] left corner to like uh go back home or [10:21] or save the the pics. So, you go back [10:23] home. [10:24] And now here's the here's like the the [10:25] really special part that I explained to [10:27] her. [10:28] Um [10:29] she has in her in her uh studio like [10:32] this really big uh giant uh 60-in screen [10:36] where she has her website open and she [10:38] shows the videos and the images of what [10:39] the dresses look like. So, I was like [10:42] "Wouldn't it be nice if the bride came [10:43] in and it said welcome bride's name and [10:47] then it had like it wasn't just like her [10:48] website. It was like something nice uh [10:50] for the bride." So, now if she clicks [10:52] start appointment it automatically [10:55] launches a like a presentation mode. [10:57] >> Oh, that's cool. [10:58] >> So, yeah, so this will be on her screen. [11:00] Uh, welcome Olivia. [11:02] And uh it has there her um social media [11:04] tag at the bottom. And the idea is what [11:07] I explained to her is "Hey listen, um [11:09] the bride comes in, she sees her name, [11:11] it feels personal, it feels like you did [11:13] something really like really special [11:14] just for her." Um usually brides uh are [11:18] not going to post to Instagram a photo [11:20] of the dresses that they're picking cuz [11:21] it's kind of like that the whole point [11:22] is it's like it's a surprise. [11:24] Um so, usually usually brides will will [11:26] share like every part of like what they [11:28] do, but they won't share the dress part. [11:29] >> Oh. [11:31] But this, you know, they could take a [11:32] picture that they're in the studio and [11:34] they could take a picture of this [11:35] welcome screen with her tag. So, it's [11:36] something that is shareable without them [11:38] having to share the dress, right? So, I [11:40] think something that that they can share [11:41] on social media and it also has her her [11:43] tag right there. That's cool. Um so, now [11:46] if you go to the bottom uh left-hand [11:47] corner, I mean sorry, bottom right-hand [11:49] corner and you click start. [11:51] Yeah, right there. [11:52] It's going to go to another screen where [11:54] it's going to have the dresses that were [11:55] pre pre-chosen. You hover your mouse [11:57] over them, it automatically plays a clip [12:00] Oh, nice. [12:01] >> of the of that particular dress. And [12:03] then if they click if you click on one [12:05] of the dresses, then you get um more [12:07] photos and videos of of that particular [12:09] dress. Wow. So, this presentation mode [12:12] it doesn't have any tags or price [12:14] information or or anything like that. [12:16] It's all about like being in the moment [12:18] and like selling the dress [12:20] versus the the e-commerce website that, [12:21] you know, it has a dress but it has a [12:23] bunch of other text information. Um and [12:25] this is really more about like creating [12:26] this like boutique presentation. So, [12:29] what What did she feel when when you [12:31] showed her this? What did she I mean cuz [12:33] this would have cost her before, I don't [12:34] know, $100,000 [12:36] and I know she didn't pay [12:38] that much for it. Her business probably [12:39] couldn't even support paying that much [12:41] for it, right? Um yeah, so [12:43] >> what did she say when she saw this? [12:46] Yeah, she was blown away. She was blown [12:48] away. She was like nervous. Like she was [12:49] like uh not sure she she wasn't [12:53] expecting it, right? Um because it we [12:55] basically developed an entire like [12:58] Yeah, a whole system for it. [13:00] >> [laughter] [13:00] >> She like [13:00] >> Yeah. You pay this much and then you get [13:03] like all of this and does she think it's [13:05] some sort of scam or something? [13:06] Right. So, so she was blown away. Um she [13:09] it's running on her website now and um I [13:11] think uh her her first appointment where [13:13] she's going to use it is in a couple of [13:15] days. So, they're really excited about [13:16] that. [13:17] Yeah, so, you know, it's something that [13:19] really makes her unique and I think it's [13:22] it's a uh you know, I like to think [13:24] about it like if it was my business, [13:25] what would I want it to to feel like? [13:27] Um, and I think that is something that [13:29] the customers value a lot. Um, and when [13:31] you're able to provide uh that kind of [13:33] value to them, [13:35] um [13:35] that is what they want. Not just like a [13:38] fancy website. [13:39] >> Right. And I think that is part of the [13:41] story. Now that we have and you have [13:43] these tools, you can provide so much [13:46] more value to people and go into so many [13:48] smaller niches that were not available [13:52] because this would have cost hundreds of [13:53] thousands of dollars to make. [13:55] Right. Like, um you know, creating I [13:57] created this for her probably took about [14:00] a week um to get it to get it to work [14:02] just right cuz uh you know, it is [14:04] integrated with like payment processing [14:06] and booking and all that kind of car [14:07] calendar and all this kind of stuff. [14:09] Um, but this would have been months [14:11] months and months um in the past. And it [14:13] might not have been as good, you know. [14:15] >> And and I know that you said that you [14:17] work on like a subscription services. [14:20] You don't have to say the exact pricing [14:21] of everything cuz I know it's probably [14:23] per customer, but is this in the in the [14:25] thousands of dollars a month, the [14:26] hundreds of dollars a month, the 10,000s [14:28] of dollars a month? Where where are we? [14:31] Yeah, no. I think she's paying she's [14:33] paying like $250 a month is what she [14:35] pays. [14:36] Um, and I think if you were to like get [14:39] bespoke booking software, [14:42] that alone is probably more, you know. [14:45] >> Well, like hundreds hundreds of [14:46] thousands I think this would have cost, [14:49] you know, for all of the appointment and [14:51] all the integrations and the website and [14:52] everything. [14:53] Yeah, so she she super happy. And and [14:56] think about you know, how expensive is a [14:57] wedding dress, right? So, my logic is if [15:00] this increases her conversion rate to [15:03] even one more dress per month, which it [15:05] it'll probably do more than that, but [15:06] let's say that's all it does, [15:08] well worth the value. Like, she why [15:09] would she ever cancel the subscription, [15:11] you know? [15:11] >> Yeah. [15:12] And uh the other thing I wanted to point [15:15] on is you showed me um a text of one of [15:19] your customers. I think it was the [15:22] firearm person. Yeah, and he and he said [15:25] that like you're like part of his [15:27] family, part of the team. He He felt [15:29] like somebody you know, some It was that [15:31] this person? That somebody had their [15:33] back. [15:34] Uh can you tell tell me about that [15:35] story? I think that was really good. [15:37] Yeah, so so this is the guy who um he's [15:39] starting a new business, right? He He's [15:41] been doing it on the side. Uh what he [15:43] does is like um [15:45] the renewal for like security guards. [15:47] So, security guards have to renew their [15:49] licenses to to every like once or twice [15:52] a year. [15:53] Um and you know, there are some [15:54] compliances that he has to meet like [15:56] with the state to do that. And it's very [15:58] difficult because you have to have all [15:59] this documentation saved, and you need [16:01] to remember you need to remember [16:03] everybody's renewal day and like remind [16:05] them. And like keep track of all the [16:07] people. It It's complicated. [16:09] So, he was using HubSpot before. [16:12] And the the issue with HubSpot is that [16:15] first of all, you need to learn HubSpot. [16:16] And like [16:18] actually go go up like pull up HubSpot [16:20] pricing right now, and it's like it's [16:22] like insane. [16:23] Um [16:24] and it's kind of like a a [16:26] most softwares are like [16:28] one-size-fits-all. [16:30] Um because it's obviously it's very [16:31] difficult to make like custom software [16:33] for every kind of uh business. [16:35] Um [16:37] but yeah, you see if you go into [16:38] professional, it's a it's already in the [16:40] $800 a month. It's very expensive. [16:43] Um [16:44] and that's where all like the really [16:45] good features are. So, and even then [16:48] again, you have to learn HubSpot. Right, [16:50] it's kind of like a one-size-fits-all [16:52] feature. There's a ton of stuff that [16:54] that that you probably don't need to [16:56] use. Um and it's it's just difficult for [16:59] for business owners to figure out. [17:01] Business owners don't want to figure out [17:02] software. It's like another barrier. [17:04] >> Yeah. [17:05] >> Um they don't They want the website to [17:07] work for them, and they and and being [17:10] able to approach a business and tell [17:11] them, "Hey, listen, I'm going to build [17:13] the software that does it does exactly [17:15] what you need it to do, not nothing [17:16] extra." Right. No extra buttons. No [17:19] extra buttons. [17:21] And you know, when he calls me and he [17:22] tells me, "Hey, you know, there's this [17:24] new document that's required and we need [17:25] to add that to like the to like the CRM. [17:29] Okay, yeah, let's add another field to [17:30] the CRM. No problem. Done. Yeah. [17:32] >> Um versus like, "Hey, you know, that's [17:34] not supported in the software you paid [17:36] for. Sorry." You know. [17:38] >> They can't do it. [17:39] I can do it. So so this CRM here um to [17:42] make it super easy for him, it's like [17:44] alphabetized. The number of students uh [17:47] per letter are in there. If you click on [17:50] any of the student profiles, these are [17:51] all demos, of course. [17:53] Um if you click on it Also, it's like [17:55] matched to his brand, too. [17:58] Um so if you click Yeah, it's all demo [18:00] information. If you click any of the [18:02] students' profile, he has all their [18:03] contact information. He has like all [18:06] their documents, all in one place. Um so [18:09] he doesn't have to stress about whether [18:10] he's compliant or not with like what it [18:12] is. [18:13] Um another thing he told me is that he [18:15] does like a course that that they have [18:17] to complete. So we said, "Okay, let's [18:19] just build the courses into the into the [18:22] CRM." I don't know if this demo has it. [18:24] Go back to the home page. It it might. [18:28] Uh let's see. Oh, I think this one I [18:30] think this link doesn't have it. But [18:32] yeah, we we had the he he wanted to do [18:34] courses and we just built in built in [18:36] the courses as well. [18:38] Nice. So it he has like a custom it's [18:41] completely custom. But what I want to [18:44] know is [18:45] what was his response when you showed [18:47] him this because he's not paying [18:49] thousands of dollars a month for it, you [18:51] know, he's paying a small fee for this [18:53] custom software that would not have been [18:55] possible 8 months ago or a year ago. So [18:59] you know, [19:00] I I just really love when he when you [19:02] shared that text and I want you to tell [19:05] everyone, you know, what basically what [19:07] that text said. Yeah, it was like a [19:09] super long text of him saying how happy [19:10] he was um because uh you know it was [19:14] I think this was something that was [19:15] stressing him out a lot [19:17] like the compliance like it was a very [19:19] big [19:21] barrier to him starting the business [19:22] like having the required compliance and [19:25] a system to document everything [19:27] and and this is not a technical person [19:29] this is not a technical guy he just [19:30] knows his trade [19:32] so to build them a software that works [19:34] exactly meets him at his level does [19:36] exactly what he needed what he needs it [19:37] to do it was very impactful to him [19:39] because it really made it simple for him [19:41] to go on to the next level and and you [19:43] know he's he's starting to book students [19:46] like [19:47] it's nice to see that you're starting a [19:49] business and like the gears are starting [19:51] to roll and it's starting to actually [19:52] work. Yeah. [19:54] So you you started this with nobody [19:56] wants a website what do they really want [19:59] and so yeah what do they really want do [20:01] they they want they want sales they want [20:03] organization they want a custom solution [20:06] to you know what they want. [20:09] Yeah exactly that's exactly it um what [20:11] what businesses really want is they want [20:13] their lives to be easier and they they [20:15] want their business to to perform better [20:18] right so I think [20:19] the main takeaway is [20:21] you know when you're trying to pitch a [20:22] website don't pitch a nicer website [20:25] that's going to it's going to be unless [20:26] the person really wants a nice website [20:28] it's going to be hard to solve try to [20:29] figure out what the pain point is of the [20:31] business [20:32] figure out how you can solve it and you [20:34] know show them that solution that that [20:37] that you built [20:39] and tell them hey listen you know [20:41] you probably have these issues 1 2 3 4 5 [20:43] and I built a system that solves these [20:45] issues [20:46] and you know maybe that includes having [20:47] a nicer a nicer website with better SEO [20:49] and things like that but if you present [20:51] the the solution to to the problems that [20:53] you know that they have that's going to [20:54] convert way better than just a nicer [20:56] website. How do you tactically go from [21:00] okay I'm not going to pitch a website [21:02] anymore but let's say I don't have a [21:04] bunch of reviews like you do and people [21:06] aren't coming to me, how do I approach [21:09] somebody and say [21:11] offer these solutions to them, [21:13] especially when I don't know exactly [21:14] what they need? Is there a solution for [21:16] that? [21:17] Yeah, you know, if if I was starting [21:19] from zero right now, [21:22] I would still reach out to maybe friends [21:25] and family who have small businesses. [21:27] And [21:28] you know, using AI tools it obviously [21:30] makes it a lot easier. [21:32] Kind of talk to them, figure out what [21:33] issues they have and what what tools [21:35] would help them. [21:36] Um and then from there, let's say you [21:39] have a a family member who's a plumber, [21:41] who's an electrician, or you know, works [21:43] in in whatever in whatever trade or or [21:45] job. [21:46] If you can build them a really useful [21:48] tool, then it gives you a leg up to [21:50] reach out to other plumbing business, [21:51] other electricians. That's smart. [21:53] >> Other, you know, say, "Hey, listen, I I [21:55] built this for this kind of company. [21:58] We can build it for you." And sometimes [22:00] what you need to do, [22:01] if you figure out a really good like [22:03] it's you just ideate a solution, [22:05] just build the a dummy version of it. [22:07] And you know, reach out to the business [22:09] and be like, "Hey, listen, I built this [22:10] product for dog groomers and it solves [22:13] these problems." And you know, share it [22:14] with them. [22:15] Um and if you come from a perspective [22:17] that you you want to help them solve a [22:18] problem and improve their business and [22:20] not you just want to sell them a nicer [22:21] website, that converts better. Any [22:24] I think that's a great [22:25] great advice. What I want to do is I've [22:28] seen a bunch of these framing websites. [22:30] You know, they they frame pictures and [22:32] stuff. And what I want to do and I want [22:34] to try it is I want to try to build [22:36] software because they don't have any [22:37] software that allows them to adjust the [22:40] size and adjust the thickness of the [22:41] frames and all of that and the type of [22:43] wood. And I want to build that for them [22:45] and then I want to show them this demo [22:47] that's obviously better than their [22:49] website of filling out just a form. And [22:52] you know, they can interact with it, put [22:53] in a picture. [22:54] And I think that would do really really [22:57] well. So, if there is one takeaway, one [23:00] thing that people can do tomorrow [23:03] um order to not sell a website, what [23:07] would it what would it be? And sell [23:08] something else instead. What was like [23:09] with the one action thing they could [23:11] take home? [23:12] Yeah, I think the the one thing you can [23:14] do would be to figure out a problem. And [23:18] you know, the the freebie that I would [23:20] give you is businesses that have a [23:22] regular booking, right? So, they can't [23:23] do a subscription. There's a lot of [23:25] businesses like that, dog groomers, [23:28] personal trainers, there's a ton of [23:31] them. [23:32] Pick one that you like and that's a [23:34] that's a really good niche that that has [23:36] that specific problem that I've [23:38] identified. But if if you're familiar [23:40] with other businesses near you or family [23:42] members or friends that run businesses, [23:44] ask them like, "Hey, what are what are [23:45] some things that like you are like [23:47] really tough that like you wish was [23:48] easier [23:49] or or some software that you wish you [23:50] had but it's too expensive or too hard [23:52] to use." [23:53] And that'll give you a lot of insight on [23:55] on what you can build for them. [23:56] Thank you so much. Please remember to [23:58] comment, rate, and subscribe. I think [24:00] that was great advice. Appreciate it. [24:02] See you. Thanks, everybody. See you next [24:03] time.  ## Highlights - What customers actually want is not a website. What they really want is money. - Note: 📚 Business automation generates more revenue than aesthetic website improvements · - Core argument at 2:30 mark challenging traditional web design sales approach - Fundamental reframe from service provider to business revenue partner · #atom/literature/h1 - She's paying like $250 a month versus HubSpot professional at $800 a month, and this does exactly what she needs with no extra buttons. - Note: 📚 Subscription-based custom software beats enterprise solutions for small businesses · - Security guard licensing CRM example at 22:00 mark - Demonstrates market gap between expensive enterprise software and small business needs · #atom/literature/h2 - Businesses that have regular booking but can't do subscription - dog groomers, personal trainers, barbers - that's a really good niche with a specific problem. - Note: 📚 Niche specialization enables targeted automation solutions · - Strategic advice at 25:30 mark for identifying automation opportunities - Targets service businesses with retention challenges · #atom/literature/h3 - Custom business automation commands subscription pricing while website redesigns remain one-time services - Note: [[Subscription business models]] — because extends into service delivery · - [[Subscription business models]] — because extends into service delivery · #atom/zettel/z1 - Nobody wants a website" overstates the case - some businesses do value aesthetic improvements - Note: 🔍 Fallacy: Hasty Generalization #fallacy/hasty-generalization