Entropychaser
@entropychaser
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dr and traffic talisman | secret samwer & l catterton partner | sherman act violator | bunga bunga connoisseur | retired shape rotator | probably rotating mids
welcome to the layer cake son
Joined February 2013
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You must believe at all costs that you are ordained for greatness. No matter how large the setback, just remind yourself that it’s impossible for you to be dealt anything other than winning hands.
The opposite state of mind, perpetrated by self-loathing New York Times reading
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Like money? Here’s how I would go about cloning a SaaS company to make $50MM+
This whole thing has had to be rewritten for legal reasons. There are things I will omit from this compared to the previous iteration that was hinted at. Please read the whole thing from start to
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> Protein powder.
> Protein powder for men.
> Protein power for men looking to bulk up to
impress their GFs.
> Protein power for black men looking to
impress their GFs and
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How to build a $5MM clothing brand. A full breakdown. For Creatives.
Intro:
A lot of us in this space use direct response in some form, and whilst that has a place there is something magical about building from the heart.
The branded direct response guys clammer to talk about
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Earning capacity and mastery, lessons for us all.
Distilling everything down to ‘bro how much do you make a month’ seems to be a great way of killing true long term progress, innovation and mastery. It reduces everything to focusing on today, rather than what tomorrow is going
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Ogilvy’s pitch
For anyone looking for a masterclass in pitching, sales or storytelling in general, it’s worth watching Ogilvy’s pitch for Xerox’s account. Of which I have attached below. The broadcast was prerecorded and sent to Xerox’s C-Suite. (Note the similarities to modern
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Level 1: Mass media Steven Bartlett podcast, hosted by grifter founder who talks about how his company was sold for $300MM. (Owned a stake in a $9MM company which got bought by a $300MM company). Folks love his generic advice, soulless personality and bad facial hair. I would
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12 IQ: Hormozi brothers enjoyooor. Runs cold email ‘agency’. Spams everyone with messages about getting bookings for your happy endings parlour, likes talking about VSLs despite not knowing what they stand for, loves random platitudes, big fan of Instantly, still no idea how to
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SaaS validation:
> Find broker selling US SaaS company
> Clone it for EU
> Built slick website & UI to demo to prospects
> Srape 6000 emails from Apollo for ICP in EU
> Load into Instantly
> Fire off 3 sequence emails
> 18,000 emails all in all
> Too few people are interested in
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Older generations had leverage in the assets they bought. The houses folks bought 20-30 years ago were cheaper. Over time their homes increased in value, thus generating leverage.
Our generation has leverage with the companies we can spin up. These companies can go from nothing
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Fraud in London’s startup scene - with a sider order of Marmite.
London’s startup scene is the biggest fugzai I’ve seen.
The companies getting funded are NOT:
1. those with the best teams,
2. those with the best opportunities,
3. those in a place to make the biggest impact.
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Levels of spying / ‘research’ on competitors.
Level 1: Online spytools, similarweb, chrome plugins, discords = 90% of your competition.
Level 2: Russians/Vietnamese w/access to/selling hacked BMs, funnel hacking, founders buying competitors products + physically speaking &
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I’ve rarely met an economist who was wealthy,
Or a teacher who prepared children well for the ‘real world’,
Or a journalist who impartially reported the news.
The world assigns titles. The free market assigns value.
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All of these business models are simply distribution strategies. They are not the core business. Ecommerce is a way of distributing physical manifestations of ideas to consumers. SaaS is a way of distributing bits to corporations. A&R is a way of distributing a musician’s soul
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When creativity is not socially acceptable we call it mental illness.
When creativity is socially acceptable we call it art, science or entrepreneurship.
Those who are both poor and insane are considered mentally ill.
Those who are both wealthy and insane, are considered
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Picking the right business model - The hard truth NO ONE tells you.
Picking a business model to pursue is the single most important decision you will make in your career.
Which is why listening to the masses or worse still, weapons-grade retards with broccoli hair on Youtube,
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Advice I wish I knew starting out - a note for everyone:
DTC twitter sucks balls. These folks genuflect to one another as they parade from podcast to podcast sharing absolutely zero alpha. Fade them anon, do not even look into their eyes for it will cast a plague of
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“I’m a closer” he proclaims whilst living in a third world country. Really? That’s what you’re leading with?
Fuck me slowly with a chainsaw.
The ‘closer’ I know is a partner in Kirkland and Ellis’ M&A dept earning £7MM (pre bonus) a year as he has done for the last 25 years,
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1st generation = focuses on building wealth.
2nd generation = focuses on maintaining wealth using trust structures.
3rd generation = focused on playing status games. Spending their share from the family trust all to impress others. Mimetic desire kicks in.
4th generation =
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Find people selling info products with a community on Skool (Alex Fetadoff style) > team up with them > migrate both them and their community onto custom SaaS product > have timeline + agreement which says that you’ll exit SaaS product in X years > gift personal equity into
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Oh but this is hard - yup fuck off: A life lesson you NEED to learn. NOW!
The notion that ECOM/DR is hard and should be avoided and is a myth perpetrated by morons who have no skillsets. This goes for every asset class or skillset out there.
Note, everything is difficult.
Some
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Why podcasts are gaslighting & robbing you: A MUST AVOID.
There is no alpha on podcasts. Stories, yes. But real actionable alpha, no way in hell. Caveat: Hyper-specific industry niche podcasts can be a gold mine (Latka), but that’s not what I’m on about. And yes, podcasts can
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Large marketing agencies are funny.
“Look! Here’s an ad we made that returned X ROI for Nike, Apple, Adidas”
The reality is they’re winning thanks to over 50 years of brand equity. They could literally run anything and achieve a positive or breakeven result. Nothing is
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As a kid I was raised with the following notion:
- If an American sees a person driving a Cadillac, they’ll flag them down to ask what they do for a living out of intrigue.
- If a Brit sees a person driving a Bentley, they’ll flag them to key it.
I never understood this until
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The first dollar is MORE important than the billionth.
Why.
You’d be surprised as to how many seriously wealthy folks (+£50MM liquid) are jaded by business. They compete in business because it’s all they’ve ever done, they lack the childlike curiosity (a la Rick Rubin) to break
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I once knew a Swede, who purchased a villa in 1995 for £5MM, only to sell it in 2004 for £110mm to Russians doing their laundry. No improvements, very little tax, fantastic weather, incredible location. This still strikes me as one of the single greatest residential RE deals I’ve
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IQ 80: Basic branded $SHOP store with UGC creatives | $4MM a year
IQ 110: Funnelish PDP, DR long form ads, 4 stage upsell process | $8MM a year
IQ 150: Funnelish + Konnektive + Checkout Champ split tests, Israeli call centre, split testing advertorials, full time MID rotatooor
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Girly I was at school with a million years ago is running marketing for some VC backed DTC startup.
They’ve raised over £5MM at an obscene valuation. (Never been profitable or cashflow positive).
They have no idea what they’re doing. Running generic surface level ads such as
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Level 1 Fraud: $500k-$5MM.
Skill level: Medium.
Timeline: 12 months.
Risk level: Low.
Requirements: Understanding of how to run traffic, VC, offshore/non CRS, trust structures are a must, need to find a good Webflow designer.
Level 2 Fraud: $5MM-$10MM.
Skill level: Medium-High.
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Podcasters actively want you to fail.
The biggest con folks in this space continue to propagate is inviting people like Iman Gadzhi, Codie Sanchez et al. onto their podcasts.
They’re sacrificing their audience, all of whom are well intentioned and funnelling them to people who
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If you’re making progress everyday. Then this a non-variable.
If you have an end goal in mind. This is also a non-variable.
The ONLY variable is the time it will take to get there.
Ergo, by dint of simply doing the work, you will get there.
The scale as to how large that
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Ogilvy
I stumbled across this gem from Ogilvy himself, explaining his life’s work from his wonderful estate, Chateau de Touffou (still owned by the Ogilvy family trust). It’s certainly worth a watch. I’ve attached some timestamps with things to look out for and tick off like a
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You must be grinding at all costs. That cute girl who actually likes you? Fade her and get back to work. That party you’re invited to? Fade it. Grandmother’s funeral or sibling’s graduation? Weak, fade them also. Opportunity to meet new and interesting people? Fuck that, fade
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@itswithinme_
Building an audience on Twitter fast:
Content on Twitter has become more similar to Meta's platform, post Musk acquisition. If you call out the niche/ICPs you're targeting within long form copy, pepper it with keywords which an expert domain can associate with, then it will run
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There’s nothing stopping you from picking some obscure name, snagging a .VC domain extension, some Midjourney faces, a Forbes placement and a decent Webflow site before going off to inquire if companies are up for sale.
It can be a remarkable way to perform DD without going
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Children have legos,
Women have lingerie,
Schizos have this.
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We are ALL creative - you’ve been LIED to again:
We are all innately creative. This can be killed as we grow up, but real creatives have an outlet or continually find new ones.
The real killer of creativity is mimetic desire NOT complacency. The concept that we all want and
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If the (co)founder doesn’t speak autistically fast about highly esoteric concepts, whilst having the eyes of a coke head and confidence of an Wharton grad, I will pass on the allocation thank you very much.
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@0xraspberrycat
Deciding what business to pursue:
TAM > barrier to entry > current skill set > longevity of offer/brand > potential for strong LTV + healthy cohort models > sophistication of competitors > starting capital injection > exit value.
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The myths of being busy, Cucinelli and leverage:
I meet oh so many folks who desperately clammer to inform me of how congested their lives are.
Scooting around from one meeting to the next, up and the crack of dawn whilst fitting in all manner of social engagements which for
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All of this longevity maxing is hilariously moronic. If I’m not dead I’m five years I’ll be sorely disappointed.
The beauty in life is knowing that everything is fleeting. Love, success, feeling tipsy or catching that wave. It’s all finite. Nothing lasts forever which is what
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If you’re such a great copywriter, why not put your own money behind your words?
If you’re such a great agency, why not put your money behind a brand you own?
If you’re such a great designer, why not take your ideas to market?
Let the free market decide how talented you really
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This was me. I stand by this. Come and gun me down, I'm beyond fed up with this space.
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Most have found arbitrage opportunities but believe that they’re creating enterprise value.
A few are creating true enterprise value but beat themselves up because the short term cashflow is not what the former experience.
Rarely do we have the mental aptitude or foresight to
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Mind of an entrepreneur,
Soul of an artist,
Liver of an alcoholic.
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Never ask a women her age,
A South American why he has a German surname,
Or Codie Sanchez how she earns a living.
*Hint, it’s not laundromats.
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“I have nothing to sell you” - Alex Hormozi
“I have nothing to sell you” - Alex Becker
“I have nothing to sell you” - Davie Fogarty
Then proceeds to their audience something.
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Founders hiding their beginnings, why the media is killing you and the Kardashians
I’ve come across so many entrepreneurs who hide their origin story. The consumer brand founder who validated his company using drop-shipping, yet obfuscates this because it’s considered dirty. The
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@bowtiedbrazil
“Italians have a little joke, that the world is so hard a man must have two fathers to look after him, and that's why they have godfathers.”
― Mario Puzo, The Godfather
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You should know who the great agencies/brands are. Download their ads, build templates/Gsheets formulas, filter by different ad style based on proven banger/dr creatives and set custom variables so that when you come up with an idea, you can feed in the inputs, (ICP, benefits
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Content/ads for clothing brands
The
@bymaximise
IG theme account is golden for clothing. Why? They’re literally using ripped footage from films, YT, or interviews to tell a story. I’ve seen folks validate VSLs using the same formula, but to use it done with such as strong
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Hormozi is homosexual
Lives in closet like Tom Cruise, wife is transformer (truck one, not based Camero)
Shills people on NOT using direct response.
Creates generation of morons promoting 15 free bookings for my happy ending parlour within 6 hours or they give me a rub and tug
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Sauce so strong it could kill a the Golden Hippo itself:
> Spawns in UK
> Starts DTC brand with ‘cute’ packaging
> Finds product market fit fast and get’s to X revenue per month
> Ensure revenue comes from deeply liquid markets (US for example)
> Raise obscene amount of money at
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Non linear inputs = non linear outputs = increased potential of exponential wins.
Find your own non linear vectors. It’s one of the reasons I’m spending less time on here.
Signal > noise
Lean into what naturally interests us > double down > cut out the noise > bounce ideas of
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The lies we are told about trauma.
The misconceptions around trauma on this app are ridiculous. Trauma does not fuel you, or give you an amazing hero story. It weighs you down, acts as the biggest mental block imaginable and can kill you.
Those who truly believe past traumas
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There’s a fortune to be made taking all of these girlbosses organic slow fashion brands and simply putting them in front of cold traffic.
Gen Z/A/Millennials love clothing with embroidered terms like “misery loves company.” Sad but I digress.
Any cold traffic abusooor could rip
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Acquire niche agency in non competitive sector (more possible than you might think, plus low multiples) > increase outbound sales throughput > aim for total of roughly 50 clients, even if MRR is low(ish) > spend x months learning core issues of clients > develop SaaS specifically
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The benefits of running heavy direct response campaigns are overrated. Simply doubling down on building an innovative brand with truly unique products and great storytelling is, has, and always will be the only way to win. Founders that run consumers through a bunch of funnels
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Obtained access to a Russian database of off market real estate throughout the med. All €50mm - €200mm transactions. Have kept a spreadsheet on price listed to sold price, time to market, mortgage/trust structures used to own/obfuscate asset ownership etc for the last five
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Entropychaser Hindenburg research: AllPlants - a British failure.
Episode 1: Fraud, failure and falafels.
Welcome to the first in a new series where we take down VC backed companies in the UK and broader EU markets. Buckle up fuckleheads as we go full Hindenburg and gun down
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Writing a decent ad, further attacks on ‘DTC’ agencies and… I’m sloshed again:
Picking on Sharma Brands again I’m going to show you how to write an ad that can convert. (Or one that at least has a better shot, I’m not an expert).
Their ads for in 2019 -
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Rest is fine.
It allows you to think, to breathe, to pontificate on the future and plan your next attack.
It’s the truck stop layover where your ideas get explored like a hooker’s snatch.
Constantly moving harms the brain.
Breathe anon.
You must protect your autism.
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It’s money, numbers on a balance sheet, little pieces of paper we trade in when we want to get something to eat, in order to prevent us from killing one another like some neanderthal. Stop attaching your entire personality to it.
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Due to [REDACTED] OPSEC reasons, I think I’m out of this game folks. It’s been a fun seven days. I will continue to post everything that’s in my drafts over the next few weeks and then tone everything down from there.
I’m not 100% in on this, but pretty damn close. I have a few
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To become a half decent writer or indeed creative of any calibre. You cannot simply set aside time and hope that you’ll just magically be able to create. It springs itself upon you, like a drunk girlfriend drunk returning in the night. And much like her, you must embrace it.
Do
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@MasonLoyed
Making decisions when you can’t see the light:
[1] What are your core skills? You must be truly honest with yourself on this one. Never enter the casino without knowing how to beat the house.
[2] What genuine interests/passions do you have? (Which are not influenced by
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Creativity and being 'a creative'.
So many perpetuate the myth that you must be wealthy to start any creative endeavour. I have, and continue to see this more times than I can recall. Particularly on this app. Often from folks who ought to know better.
It seems that most fail
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Direct response are the bullets
Storytelling is the gun
The offer is the hand pulling the trigger
A believe a lot of folks misunderstand DR and think it to be some magical panacea. This is wrong. Storytelling along with DR is much more important, heck just the ability to tell
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Why I’ve changed my mind, who to thank and what to expect going forward:
Yesterday’s post came from the right place, even if I reserve my right to alter my position.
Where did it stem from? A handful of folks warned me about exchanging with certain personalities on this app
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The year is 2004, the Monaco Grand Prix has just ended, you bump into a couple of backmarker drivers bumming a cig and sarcastically congratulate them on finishing last, you stroll onto Eddie Jordan’s boat and gaze in awe as a sweaty Flavio Briatore successfully pulls a couple of
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Speak faster. So many of you waffle through VSLs on your agency’s landing page. You seriously need to learn from Russians, South Africans, or Israeli’s. These people dance to direct response principles without knowing it. If you’re going to mince your words, I will get up and
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This space is a joke:
Your favourite guru: telling you which ‘WiNnInG pRoDuCtS’ to test, whilst ‘GRINDING’ 12 hours a day in Dubai or Miami.
Me, barely sober, flâneuring around Europe hiring Russians with access to my competitors BMs so they can screen record their top
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Brand owners beware, agencies rob you, why you DON’T need them!
People on this space like to make things overly complex. From sourcing creatives, media buying, branding and everything else.
Note, I am not saying that everything is easy. It isn’t, but the odds are stacked in
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One month on this app. Content is easy if you’re charismatic, have interesting stories to tell and can back up your opinions. I have no desire to grow this account beyond the current following. I’m quite tired of some of the boring repetitive folks shilling D grade services or
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At scale, all of this comes down to understanding how to game, structure and reverse engineer enterprise value in your favour.
[1] Financial engineering
[2] An understanding of how to chad ram traffic
[3] Direct response
[4] An understanding of software
That’s really all there
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The AI revolution in IM, a fable + more on direct response
If you’ve been around on this app for a while (I’ve been lurking for a full year), you’ll know how many morons present the concept of an “AI agency” as some panacea for those looking to make a buck.
They’ll publish a
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Ogilvy was such a master of his craft that when his dog went missing, he contacted his local papers to publish ads about seeking its return.
The dog was returned the next day.
Write ads that promote the buyer to take action now.
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You, studying Golden Hippo’s VSLs.
Me, studying the whole stop the whole stop the spread campaign.
God damn did Fauci know his hooks and fascinations.
Direct response King.
[End of broadcast]
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SaaS scheming Gigachad level 1000
Reverse engineer which corpus GPT’s rely on (hint, it’s Reddit) > filter by ones which are publicly editable + have APIs > build SaaS relying on APIs to spam corpus’ full of positive sentiment about service/product/person > force GPTs to improve
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The year is 2030, I’m in my chauffeur driven Bentley Arnage, a copy of the FT is on my lap, with a guest publication from some guest journalist called ‘Sunburn’ talking about immigration, on my way to acquire yet another distressed legacy brand complete with royal warrants which
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The year is 2033, your Apple Vision 6 headset has locked itself on to you. It’s forcing you to consume Hubspot sponsored podcasts at 2.5x speed, whilst presenters wearing clear frame glasses with hyper-optimised backgrounds interview some vanilla founder who only answers in
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Who’s building spy tools for SaaS?
We’ve seen this within the Ecom world, hence why there are an abundance of spy tools which have flooded the market. It’s the reason why $SHOP updated their JSON data package in Nov/Dec 2023 in order to obfuscate store’s revenue.
However, there
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Do you think Churchill waited for statistical significance before invading the Axis powers?
No exactly. He was drunk on champagne, whiskey and drugged up to his tits on a concoction of barbiturates and amphetamines whilst battling wild inner demons.
Do you understand anon, you
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@sinomids
Level 1: Spend all hours grinding and never stop reminding others about it.
Level 10: Have a structured day. Work out, flaneurmaxx, call your parents.
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> Last year I went through colty’s playbook
> Mocked up a brand with strong emotional connection
> Used Midjourney for images, (I’m lazy and drunk)
> Run ads to validate
> Some Redditor spots that it’s AI (lucky guess, they’re actually really good).
> Escalates to some IG account
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So many of these allegedly ‘talented’ copywriters on here harbour the same writing skills of a migrant who’s just scurried through the El Paso border.
The mind truly boggles as to how little thought many put into phrasing basic sentences. Your cadence, ability to weave
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I’ll tell you what I tell every struggling creative.
“I’d like a regular Latte with normal milk to go, oh and throw in a couple of pain au chocolates please.”
[End of broadcast]
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Direct response is the flame,
Storytelling is the fuse,
The offer is the bomb.
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The internet is a cruel and shallow money trench, a long plastic hallway, where affiliates, course sellers and scammers run free, and VC backed founders die like dogs.
There is also a negative side.
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@matthucius
Pay $20k - $30k to get F30U30 > get invited to Ted Talks > build top of funnel authority status > funnel into podcasts/books/media > masses fall for you thanks to the status that Forbes creates > raise more from VC > pump valuations/IRR > become trusted podcaster > repeat ad
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@matthucius
No matter what we do in life, we’ll regret both doing it and also not doing the opposite.
Kierkegaard nailed this.
- Marry someone, you’ll regret it. Don’t get married and you’ll regret it.
- Obsess over a craft to the expense of everything else, you’ll regret it. Don’t obsess
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E.C Hindenburg research: Freddie’s Flowers - A Wilting Daisy.
Since late 2020, I have tried to call FF out as a business which has poor unit economics, retention and gross margin issues despite the shiny veneer VCs and the media like to help polish. On the surface, they had been
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Input relevant keywords > take bespoke products that have previously done well on Kickstarter > run using cold traffic > most of the time these companies lack the ability to understand cold traffic > the fact they hit funding targets validates PMF > work with designers/engineers
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@runaway_vol
There are plenty of high end independent luxury brands still printing in silence. All family owned, many clearing €7MM+ EBITDA whilst being vertically integrated, owning their supply lines or performing IP S&L agreements with manufacturers (Calvin Klein/David Geffen model) to
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Retail store unit economics.
Opening retail stores is incomprehensibly difficult. Even at scale once you have a brand with longevity, demand, strong FCF and PMF.
So many on this space harbour beliefs that once they get to X revenue, they’ll open Y many retail stores to boost EV
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Growth and value.
At scale, value is associated with status delta. Once other people start talking about ‘it’ - be that a product, work of art, piece of music or clothing, then that wider market’s opinion matters more than the utility of the original product.
Social proof
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@thebeautyofsaas
[1] How to Get Rich - Felix Dennis
[2] The Almanack of Naval - Naval
[3] The Creative Act - Rick Rubin
[4] Kill Your Friends - business, but hilarious stories fiction(ish)
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