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PODCAST

Business Casual

Matt Giovanisci

Matt Giovanisci shares his real-world experience growing an online education business to a million dollars in annual revenue.

business entrepreneurship

All Episodes

24:29

How a Simple Fix Boosted Conversions

Business Casual ·

2024/06/17

I realized that my custom pool care plan had a conversion rate of 2.92%, matching the performance of our original cheat sheet. After mistakenly thinking no one signed up, I discovered 10 people had subscribed by fixing an internal notification error. This promising result suggests that with better homepage copy and targeted split testing, the new plan could outperform the cheat sheet. The episode explores leveraging programmatic tactics to boost conversions site-wide and iterating on the

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26:26

MVP Lead Magnet

Business Casual ·

2024/06/14

I talk about the decision-making process behind launching a new custom pool care plan on Swim University. After struggling with the homepage's effectiveness, I created a more targeted lead magnet aimed at pool owners. Initially planning a complex setup, I decided to launch an MVP version to gather early feedback. By breaking the project into manageable tasks and focusing on the essential elements, I quickly deployed the new feature, which collects valuable user data and offers a

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62:34

How to Eat an Elephant

Business Casual ·

2024/06/13

I discuss the concept of "How to Eat an Elephant" and explore the importance of breaking down big projects into manageable tasks. Reflecting on past experiences with Swim University, brewing, health, and home improvement, I share how embracing a calm, deliberate approach has led to greater productivity and reduced stress. By limiting work hours and focusing on core priorities, I’ve found a more balanced and fulfilling way to tackle both personal and professional projects. This episode is a

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23:43

What Is a Calm Company?

Business Casual ·

2024/06/12

I’m excited to talk about an idea I’m exploring for Swim University: transforming it into a calm company. Inspired by Justin Jackson’s essay, "We Need More Calm Companies," I’m reflecting on how Swim University can embody principles like profitability, purpose, flexibility, and sustainable growth. I discuss how these attributes align with my vision for a business that not only thrives but also enhances the lives of those who work here. My goal is to create a work environment that's

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36:34

How I Work From Home With Family

Business Casual ·

2024/06/11

Balancing work and home life while working with family has been a unique journey. I've worked from home since 2011, and it's had its challenges, especially being an extrovert who thrives on social interaction. My wife and I set clear boundaries, always prefacing work discussions with a question. She runs our YouTube content, and I act as the employee, following her lead. My brother, who works remotely, handles social media and emails, sticking to a well-defined process. We've found success

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21:01

Brainstorming a New Course Offer

Business Casual ·

2024/06/10

I'm brainstorming a new mini-offer for my email list. This simple, compelling offer doesn't need a dedicated sales page; the emails will act as the sales letters. I'll send out two emails over a three-day flash sale to test the response. The emails will hook readers with the idea of firing their pool company, then detail the course and book offer, emphasizing the limited time to act. By excluding previous buyers and pool companies, I aim to target the right audience effectively.

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31:12

Writing A Product Description

Business Casual ·

2024/06/07

Launching our new app, the Pool Care App, has been an exciting journey. Teaming up with an experienced developer, we’ve transformed an existing app into a Swim University-branded tool designed to simplify pool maintenance. From testing the water to getting precise chemical instructions, our app is all about eliminating guesswork and frustration. Unlike other apps pushing unnecessary products, our focus is purely on helping you maintain a clean and safe pool. This freemium app will offer

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56:27

The Future

Business Casual ·

2024/06/06

I've been contemplating the impact of AI on the business landscape and how it's affecting independent creators like me. With companies like Google and Apple shifting their practices, the challenges of relying on SEO and organic traffic are becoming more apparent. Drawing from Swim University's journey and past market disruptions, I discuss the importance of adapting to new realities. Emphasizing a shift towards video content and maintaining a human touch, I explore strategies for navigating

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36:40

Brainstorming User Dashboard Designs

Business Casual ·

2024/06/05

I explore the process of designing a personalized pool care plan for Swim University, aiming to make our lead generation tool more engaging and effective. By focusing on user-specific routines and creating a dashboard-like experience, I want to provide a resource that feels truly customized. I discuss the steps involved, from asking the right questions to integrating interactive elements, and consider the potential of launching an app to enhance the user experience further. This episode

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37:56

How to Focus Relentlessly on The End User for Success

Business Casual ·

2024/06/04

I dive into the power of tuning out external business advice and tuning into my own intuition and experiences. By stepping back from constant tactical advice and an overwhelming amount of information, I've reconnected with my own ideas and insights. I stopped consuming business content, unsubscribed from channels, and put my business books away. This allowed me to focus on truly understanding the emotions and frustrations of my customers. I realized that applying my own experiences, such as

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41:38

No-Code Lead Generation Workflow

Business Casual ·

2024/06/03

I share my latest realization about the Swim University home page. After discussing my own experiences with pond care, I decided to focus on offering a custom pool care plan instead of just a newsletter signup. I explain how I plan to implement this idea using Typeform, Zapier, and Klaviyo to deliver personalized plans through email. I discuss the technical aspects and benefits of this approach, emphasizing its potential to improve user engagement and provide more value. My goal is to

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34:24

Figuring Out A Homepage Opt-In Offer

Business Casual ·

2024/05/31

Focusing on the Swim University home page, I decided to transform it from a general landing page to a lead capture system tailored for pool owners. Historically, the page had a generic headline and separate buttons for pool and hot tub care, which wasn't as effective. I considered various approaches, including Klaviyo forms and offering a newsletter, but concluded that a quiz might be the best solution. This quiz would help users create a custom pool care plan by answering a few questions,

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37:19

My Plan To Scale Revenue

Business Casual ·

2024/05/30

I'm discussing the ups and downs of March and laying out my plans for April. Despite a 30% traffic drop due to Google's algorithm changes, revenue increased thanks to effective Facebook ads. However, the high costs associated with e-commerce have made me rethink my strategy. My primary focus for April is optimizing my offers and sales pages. I’m testing new offers and improving our sales funnel to increase conversion rates and revenue. Additionally, I'm phasing out physical products to

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17:59

April Fools Marketing Campaign Update

Business Casual ·

2024/05/29

I’m giving an update on the April Fools campaign I launched for Swim University. I created a faux product and promoted it across various platforms. The response was lukewarm; we've sold about half of the 96 bottles so far. Launching on April Fools’ Day may have impacted the reception, as people are skeptical of anything released on this date. While it's a fun, creative project, it highlights that in the pool industry, people appreciate straightforward, helpful content more than stunts

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46:52

Highly Leveraged Time Management Plan

Business Casual ·

2024/05/28

Today, I’m sharing how I’m optimizing my work schedule to better manage my time and reduce stress. By focusing on concentrated, high-leverage tasks for a set number of hours each day, I aim to maximize productivity while freeing up personal time. Tasks like crafting marketing emails, recording and scheduling podcasts, publishing articles, and developing ads are prioritized. The goal is to create a well-oiled machine at Swim University, ensuring impactful work without overextending

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41:13

How to Aquire Good Reviews and Testimonials

Business Casual ·

2024/05/27

I'm discussing the best ways to collect testimonials. Tactics for effective testimonials include avoiding incentives that offer monetary rewards, guiding customers with specific questions, and focusing on quality over quantity. Video testimonials, while valuable, should ideally be filmed in relevant settings and show real results. For e-commerce, external review platforms like Trustpilot are beneficial, but I prefer controlling testimonial presentations. Finally, using social media contests

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33:58

Designing A 404 Page for Backlinks in Real Time

Business Casual ·

2024/05/24

Brainstorming a pool urine detector 404 page and April Fool's event, I share how to design an engaging sales page for a fake product. Inspired by the myth of a pool urine detector dye, I discuss creating a convincing product to deter pool pee-ers. The sales page includes a hero image, how it works, history of the myth, pop culture references, and statistics on the dangers of pool urine. I also explore the importance of design and storytelling in making the page both believable and

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63:13

Brainstorming Viral Instagram Content

Business Casual ·

2024/05/23

I discuss the challenges of creating effective marketing for local businesses, emphasizing the need to understand the target audience. Using Swim University as an example, I highlight the importance of aligning content with business goals and audience needs. I explore the potential of Brew Cabin to attract new homebrewers with community-driven content and advanced brewing techniques. Finally, I brainstorm creative ideas for engaging short-form content, including experimenting with unique

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24:41

An SEO Experiment Worth Talking About

Business Casual ·

2024/05/22

I've been experimenting with a content strategy shift that might surprise traditional SEO practitioners. We're a video-first education company, creating videos first and repurposing them into blog posts, podcasts, shorts, and emails. Recently, I replaced a 5,000-word article on how to drain a pool with a concise 700-word script. The original article ranked #10 on Google, and I wanted to see if a more streamlined version would perform better. Additionally, I created separate posts for

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20:44

Building An Email Editorial Calendar Part 2

Business Casual ·

2024/05/21

I've been working on Swim University's email strategy. I aim to treat email more like social media notifications, directing attention to long-form content on YouTube and our website. For March, I planned video promotions, a filter cleanse BOGO sale, and an article on hot tub water testing. I've also switched from Yoast SEO to Rank Math and migrated to the Gutenberg editor in WordPress for better features and efficiency. If you have any feedback or questions, email me at matt@moneylab.co.

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