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Stephan Goss. He\\u2019s the entrepreneur and technology executive behind his first company, Zeeto, which he started at the age of 22 and is still running today. He\\u2019s led the company in expanding from a team of 3 people to 70 in just under 5 years and with the launch of the ad network, he plans on continuing the company\\u2019s growth story in 2017. Previously, he founded Samples.com & Getitfree.us, which is the biggest free samples property on the internet.

Famous Five:

• Favorite Book? \\u2013 The Power of Habit
• What CEO do you follow? \\u2013 Elon Musk
• Favorite online tool? \\u2014 Slack and Gmail
• How many hours of sleep do you get?\\u2014 8.5-9
• If you could let your 20-year old self, know one thing, what would it be? \\u2013 \\u201cKeep going for it\\u201d

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Time Stamped Show Notes:

• 01:04 \\u2013 Nathan introduces Stephan to the show
• 01:56 \\u2013 Stephan bought Samples.com 3 years ago and Getitfree.us for 6 figures
• 02:31 \\u2013 Everything started with Samples.com
• 02:48 \\u2013 Stephan left Switzerland when he was 19 and spent 10 months living in tent
• 03:31 \\u2013 Stephan and some of his friends were running ad campaigns on the internet
• 03:55 \\u2013 Everything is lead generation with Samples.com
  • 04:03 \\u2013 They acquire users for $1 and they get $1.25 in return
• 04:30 \\u2013 Stephan was making a 20-30% margin at first
• 04:59 \\u2013 One of their large clients called and asked for more targeted leads who offered $8
• 05:46 \\u2013 Stephan came out with a decent approach to find targeted leads
• 06:22 \\u2013 Stephan was spending $10K for ads
• 06:51 \\u2013 Stephan had a business partner and they had some cash flow to begin with
• 07:14 \\u2013 The model of Samples.com was good because they can get their ROI fast
• 07:34 \\u2013 Samples.com is still running
• 07:55 \\u2013 Stephan continued the question asking model for the targeted market and scaled it
  • 08:26 \\u2013 The lead value is more of a composition of all the answers
• 08:46 \\u2013 2016 total top line revenue was $39M and total ad spend was around $20-25M
• 09:18 \\u2013 Samples.com currently has 25 people
• 09:25 \\u2013 Stephan spent the bottom line money on investing on the Zeeto site
• 09:42 \\u2013 Stephan is currently breaking even with Zeeto
• 09:55 \\u2013 Stephan still gets his salary from the company
• 10:23 \\u2013 Zeeto\\u2019s model is taken from Samples.com\\u2019s question-model
• 11:10 \\u2013 Zeeto is similar to Google Adsense
  • 11:20 \\u2013 Regular CPMs from Adsense range from $5-20
  • 11:33 \\u2013 Zeetos\\u2019 CPMs range from $400-2200
• 12:00 \\u2013 From Nathan\\u2019s research, podcasters earn $15-20 CPMs
• 12:11 \\u2013 Nathan shares how he asks his advertisers about their CAC and his audience
• 12:44 \\u2013 With Google Adsense, there will be around 3 ads per page
• 13:27 \\u2013 The technology around Samples.com and Zeeto is considerably pretty hard
• 14:43 \\u2013 Facebook and Google has all this data regarding leads that other big companies don\\u2019t have
• 15:13 \\u2013 Zeeto\\u2019s goal is to help publishers have a better revenue model
• 15:21 \\u2013 Zeeto\\u2019s product has just been launched
• 16:32 \\u2013 Stephan sees Zeeto as an additional feature to the paywall
• 17:01 \\u2013 Zeeto is incremental
• 18:18 \\u2013 It will be more complicated for Zeeto to write questions for each of the articles rather than by being an addition to the paywall
• 18:24 \\u2013 \\u201cQuestions are built to be more broad\\u201d
• 18:59 \\u2013 Stephan doesn\\u2019t know what is really going to work yet
• 19:25 \\u2013 Stephan\\u2019s goal this year is to see where they\\u2019re going to fit in
• 19:50 \\u2013 Anything that will drive people to the web will work well
• 20:19 \\u2013 Stephan\\u2019s sample call-to-action
• 20:34 \\u2013 You can make custom questions fitted to the website
  • 20:46 \\u2013 The goal is to optimize questions for the best response rate
• 21:22 \\u2013 Zeeto was built from scratch
• 21:54 \\u2013 Nathan struggles with which of his advertisement he should show to his new subscribers
  • 22:00 \\u2013 Nathan sends them an email autoresponder
• 22:27 \\u2013 Zeeto has a user group that has interesting attributes
• 23:07 \\u2013 3 advertisers are not enough to do it efficiently
• 23:14 \\u2013 Zeeto now has 200 advertisers
• 23:37 \\u2013 Zeeto is completely free and they\\u2019ll send a check for the revenue share
• 25:05 \\u2013 The Famous Five

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3 Key Points:

1. It\\u2019s easier for people to give out their details in exchange for something free.
2. To collect your targeted leads, you need to have focused questions.
3. Stay encouraged and Just keep going for it!

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Resources Mentioned:

• The Top Inbox \\u2013 The site Nathan uses to schedule emails to be sent later, set reminders in inbox, track opens, and follow-up with email sequences
• Klipfolio \\u2013 Track your business performance across all departments for FREE
• Hotjar \\u2013 Nathan uses Hotjar to track what you\\u2019re doing on this site. He gets a video of each user visit like where they clicked and scrolled to make the site a better experience
• Acuity Scheduling \\u2013 Nathan uses Acuity to schedule his podcast interviews and appointments
• Host Gator\\u2013 The site Nathan uses to buy his domain names and hosting for the cheapest price possible
• Audible\\u2013 Nathan uses Audible when he\\u2019s driving from Austin to San Antonio (1.5-hour drive) to listen to audio books
• Show Notes provided by Mallard Creatives