Kent, Foundation Football
Kent is a private soccer coach in Sydney who started with just 5 players. He was a brilliant coach, but the business side was a fight. Every month was a guessing game of how many players he would gain against how many he would lose.
Growth he could not control
Kent was relying on word of mouth. He asked parents he already knew and hoped they would tell others. It left him anxious, because the numbers were completely unpredictable.
-
Unpredictable numbers. Some months he gained players, then lost others, with no control over either.
-
Ads that "did not work." He had tried ads before but got unqualified parents from outside his area, so he wrote ads off.
-
No system to convert. Even when leads came in, nothing was in place to turn them into paying customers.
Taking one more shot at ads
After seeing one of Magnus's videos, Kent reached out on Instagram. He was skeptical, especially after ads had gone nowhere before. But he decided to trust the system and give it one more go.
The doubt did not last long. Within a day of switching the ads on, qualified leads were already coming in. Within a week, he had collected enough cash to fund his ad spend for the next couple of months, before it had cost him anything out of pocket.
A day into running ads, the leads were already coming in. Within a week the system had paid for itself.
5 players to a full academy
Once the system was running, the growth was fast, and it paid for itself the whole way.
-
45 players added in 60 days, at an average of just $4 USD per lead.
-
$1,000 to $8,000 a month. He moved from one-on-one into group sessions once he hit capacity.
-
31x return. A $40 cost to land each customer, who spent an average of $1,260 over their time with him.
-
Self-funding ad spend. Once the system was live, ads were paid for from the cash they generated, never out of his own pocket.
From uphill battle to franchise owner
5 players, $1,000 a month
Chasing referrals, anxious about unpredictable numbers, convinced ads did not work.
Full academy, $8,000 a month
A self-funding system filled his academy to capacity, which opened the door to a franchise with Kano, one of Sydney's biggest academies.
After growing the academy to capacity, Kent was offered a franchise with Kano. He moved the players we had generated over to the franchise and became its owner. Today we work with Kano too.
