Welcome to From The Ground Up, a podcast all about Tiny Businesses

(00:00)Welcome to From the Ground Up, a podcast dedicated to the art of the tiny business, where we will show you just what it takes to grow a tiny business to six figures, online value, passion, and simplicity. The key to creating a tiny business that serves an ultra-specific audience and makes you money. 

Join us on our journey to uncovering the wonders of the tiny business. 

Welcome everyone. My name is Paul Gray, and I am the host and founder of From the Ground Up. I’ve created this podcast as I wanted to explore a certain concept, I’ve wanted to explore for quite a while now. There is something that I’ve started to do with my marketing agency, and that is to get an understanding of how to create a tiny business. A tiny business is a business that basically is a very lean to create.


You don’t have to spend a lot, or have a lot of capital, in order to create a successful business. A tiny business is usually run by one or maybe two people, and it focuses on a simplistic product list, or product stack. It is very focused on marketing, product creation, product development and creating a system where you can get a super-specific audience, you know, a very niche down-grouping of people who would be interested in said product and creating great laugh. We’ll be getting very good lifetime value for each customer. So that’s basically what a tiny business is. 

There are a bunch of people who are big proponents of this, from people like Seth Gordon to Andre chaperon and a lady called Sharon Rowe who actually wrote a book, I think it’s called ‘the business of tiny businesses’ – or something like that. All of these people look to create a lot more value for customers, so that you get a higher lifetime value out of each customer and you serve a specific group of people more than anyone else would.


And by doing this, you lower your costs when it comes to marketing and advertising, you increase how much or how well they convert. Your conversion rates go up, in terms of getting people to buy your products. And you just create a community of people who are really passionate about said product and business and doing the brand and all of that. 

So, throughout this podcast series, or whatever we want to call it, what we are going to do is: we are going to discover and begin to look at what it takes to create the tiny business. We are going to speak to people who have created their own version of a tiny business, or who are experts in the field of various disciplines that are needed to make sure that your tiny business is successful, be it marketing or copywriting, or other things along those lines.


This podcast is going to be broken down into seasons of 12 episodes each, each season basically looking at different concepts behind the tiny business, and creating sustainable value based online businesses. The whole concept of this, is the fact that it will be an online business, because we don’t want to have a system, especially now.

Because we would release this in 2020, when the COVID-19 virus is pretty prevalent, a lot of people are turning to the online space to sort of create an income. So, I think now is a very good time, I mean, this has been in the planning stages for over a year, but now is a good time to be able to help other people to create online businesses from a lean standpoint and not have to spend too much money trying to achieve this.


The whole concept of From the Ground Up is that it is a business I am literally creating through this podcast. Our podcast, YouTube channel and blog are basically the content providers for the business. Then we will create the business apps over 12 months or give or take. In this process what we are going to do is document everything we do to, jot it down, and have all ideas or concepts or things that have worked and those things that haven’t worked. 

We can then distill that into something that people can use to create their own tiny business style into online businesses. You are probably asking yourself now: “why all of this craziness, why are you creating a massive case study for over a year”, and all those kinds of questions. 

Maybe I should explain a little bit about who I am and then what I do, and you will understand what, how, and why I got into this sort of concept?


So obviously, my name is Paul, and I introduced myself at the start of the podcast, but I am a digital marketer. I run an agency that focuses on the building of webpages, a little bit of advertising and stuff for smaller businesses. But I didn’t stop there. I didn’t study that. 

Basically, somehow, my life took a turn this way and throughout later podcasts, we can explore that. 

The whole thing that happened was – I went to university, I studied anthropology, where I’ve almost got a masters in. I didn’t finish, at the end of the day.

I spent six years studying anthropology, which to some degree, is a little bit about marketing, because you’re trying to get an understanding of humans, cultural sides, and what makes people do certain things. So it definitely has helped in my marketing life.


One day, halfway through my masters, life took a turn for the worst, and I had to move home. I lost the job that I had at the time; my girlfriend broke up with me. Um, I can’t think of anything else, but it happened. A lot happened that was pretty bad. And you know, I really have been rethinking my life choices. 

Through this I discovered online marketing, and things like affiliate marketing. I tried my hand at sort of promoting products to people and getting an understanding of how all of that worked.

From there, I got into the more formal side of marketing, where I started building sales funnels for people, which, if you don’t know what those are, or web pages that are shaped or specifically laid out, in a certain way, that get people more likely to buy them.


So for a lot of companies, what I do, is I build up these pages, so that they could get the customers to obviously get to their products at a cheaper price point and you know, make it easier for customers to buy their products.

So, through that, I then slowly started to formalize my agency. And what we do, is we create these sales funnel tools, because it’s a passion of mine. It is something I am good at, and it is now what I am known for. 

Then, what we have also started to do is, we have started to focus on advertising, to make sure that people don’t just throw money down the drain with any sort of paid forms of advertising. 

We look at stuff like design, and a couple other things as well. In doing this, a lot of the businesses that I work with, mostly smaller businesses, are then still pretty potent in what they do.


What I’ve discovered through reading content from people like Andre Chaperon, or Jay Abraham, is that by creating a system that is very hyper focused on certain aspects, and you’ll see as we start to build this thing out, is that if you create these different aspects, the different parts of this greater framework that is – and I’ll talk about it later- but,  the micro-business engine, which is the framework we use to create this, each of these parts, build them out correctly and you get an understanding of why you’re doing it that way, you will actually start to create more value for your clients and customers.

In doing so, obviously, they’ll want to come to you more often. So, you save money on advertising, you create more conversions, and basically, you save more money and you earn more money.


So, you know, it’s like a business’s treat. It might sound a little bit too good to be true, but it does require a lot of hard work to get it there. 

From all the clients that I worked with, what we have started to do is implement these types of systems, where we focused on value-based marketing. So, everything that goes out is very value driven, you’re not looking to spam people and just try and get people to buy your product as much as possible. 

You are wasting money, because advertising becomes really expensive when all you do is you try to confer people to sell it. Rather build an audience, and from there, try to sell because it will bring down your ad costs. This is what I did or have been doing for quite a few of the businesses that I have worked with.


I discovered it a little bit: what works a little bit more, is that this whole concept can be used to create businesses. 

I’ve used these on businesses that already exist, but you can create a business using these concepts.

And that is just what From the Ground Up is. What I want to try and do – and that’s the reason for this podcast – is to get the content up there, and create a business from zero to a hundred thousand dollars, six figures over 12 months, which means that basically, about $333, every month, is what you kind of need to be meeting. It probably won’t work out like that, but that’s how things work.

But it’s good to have goals. The reason I chose that is because I think six figures, especially for someone who is an independent unit, someone who just wants to l have good money, live a good life, six figures a year is more than enough to live a comfortable life.


So, it is a good number to aim for and it is good to have a goal. So, it’s not just about growing into six figures, but it is basically starting at lean, which means, you are using, I don’t want to say you’re bootstrapping it, but basically you’re getting money in and then you are reinvesting it, and you are slowly building it up. 

What I want to do is make this concept as accessible to as many people as possible. And in doing that, it can’t be something that you need to spend hundreds of dollars or thousands of dollars every month to be able to cheat. 

What I want to try and do is show you from zero, how to do this. It is not going to be zero, it is going to be a minimal amount because you need to pay for things like hosting, but once you’ve sort of got up and going, we’re going to move to paid advertising because this system doesn’t work through spending eight hours a day on Facebook trying to convince people to buy product.


What do we want to do, is create an automated system and from there, scale it up as we go on.

In the next episode you will actually see a bit about how the macro business engine works, which is the framework that I’ve created for this. 

That is basically the whole concept of this podcast, and it has been a bit of a jittery episode. I’m still running the ideas through my head, and I’m still getting a feel for the voice on a microphone and it is quite strange to conceptualize ideas in your head, and put them onto the mock as you got.

I even have a script in front of me, which is the funniest part. But that is basically the whole concept behind From the Ground Up. 

What we want to do is create a business from zero to six figures, so that we can show you guys exactly how it is done.


We have used this, obviously, with businesses that are already existing, and doing well to make them better. But, what we want to do is show you how to do it.

If you don’t have anything in it, if you do still have a business and you listen to this, you can obviously use these concepts – it will help you to better your business, increase your revenue and those types of things.

The whole concept is: can we do it from zero to six figures? 

So, that’s going to be the overarching, sort of theme for the next 12 months. But it’s not going to be just what we talk about. That’s just the goal of the overall podcast. But what we want to do is we want to make sure we talk about all the things that’ll help to make a valuable business, even create a better lifestyle and what can help to do things behind the scenes.


Be it work schedules, planning out your day, tools to use to make your business run a bit smoother and all of those types of things, we will slowly work through a whole bunch of topics, and we’ll talk to a whole bunch of experts, or people who have done this before to kind of create some sort of resource that you can use to create the business or the lifestyle of your dreams, because this doesn’t have to be a formalized business that you stuck behind a desk every day.

If you want to be that type of a business owner, it is possible through using a micro business engine. 

So yeah, that’s it for today. 

I hope you guys enjoyed our sort of manifesto, and we’ll be exploring it a little bit further in the next episode.

If you want, please do join our Facebook group, our community. 

We started building it as we grew this podcast, and you can check out the show notes in the description, and any other content and stuff that we have for you guys, will be in there each week.

We will keep giving you guys more content, and more information, and try to get as much value to you guys as possible because, you know, we want to practice what we preach.

So, that’ll be our plan. And I hope to see you guys and next week for episode two of From The Ground Up.

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