Survival Frog Does $4.7M in 2015, 25% Gross Margin, 10% Net with Founder Byron Walker

Byron Walker

In Episode #395, Nathan interviews Byron Walker, owner of Survival Frog. Byron is passionate about scaling businesses that will change the world. Hear the breakdown of Survival Frog and what launched this company into huge success.

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Famous 5:

  • Favorite Book? – Ready Aim Fire!
  • What CEO do you follow? — No
  • Favorite online tool? — Evernote
  • Do you get 8 hours of sleep?—Yes.
  • If you could let your 20 year old self know one thing, what would it be? — Welcome adversity.

Time Stamped Show Notes:

  • 01:10 – Nathan introduces Byron
  • 01:40 – Survival Frog
  • 02:00 — $4.7 million last year
  • 02:20 – Started in 2009
  • 02:30 – Info publishing company
  • 03:00 – One product exploded in 2012
    • 03:30 – 500000 purchases
  • 03:50 – How they got the first sales
    • 04:00 – Paid traffic
    • 04:10 – Banner ads and paid email
  • 04:20 – What is paid email
    • 05:15 – Conversations are around 3 to 5 percent
  • 05:20 – Split testing to find the right price
  • 05:55 – Upsells make money for them
  • 06:15 – Average profit is $5
  • 06:30 – Over a million spent on paid marketing
  • 07:00 – How to buy email lists
  • 08:30 – Short emails get people to the landing page
  • 08:55 – Now they are 100% physical products
  • 09:50 – Gross margin is up to 35% this year
  • 10:15 – 15 team members
  • 10:40 – Products are sourced and bought in bulk
  • 11:50 – Buying power with companies
  • 12:10 – Forecasting the right amount of inventory
  • 12:45 – LinkedIn or survivalfrog.com
  • 14:40 – Discovery Channel on Blue Collar Backers
  • 16:30 – Hundreds of thousands of units moved
  • 17:00 – Profit in 2015 was $500k
  • 17:35 – Valuation for the business
  • 18:10 – The Famous Five

3 Key Points:

  1. Adjust your business model to improve your margins.
  2. Challenges in your life will put you on a better, more rewarding path.
  3. Continue doing what you are passionate about.

Resources Mentioned:

  • Host Gator – The site Nathan uses to buy his domain names and hosting for cheapest price possible.
  • Freshbooks – The site Nathan uses to manage his invoices and accounts.
  • Leadpages  – The drag and drop tool Nathan uses to quickly create his webinar landing pages which convert at 35%+
  • Audible – Nathan uses Audible when he’s driving from Austin to San Antonio (1.5 hour drive) to listen to audio books.