0:00

This episode of Dealcasters, we're joined

0:04

by the co founder of a brand new live

0:07

shopping platform called Estreamly. His name is Nicholas

0:10

or Nico bylash. And Estreamly

0:14

is a wonderful revolutionary platform that's empowering brands

0:18

and retailers and creators to engage, shoppers and sell seamlessly

0:22

using the power of shoppable videos live and embedded.

0:27

So this is a great conversation with Nico.

0:31

We talk not only about his software and how it can benefit

0:34

you as a content creator, as an entrepreneur, as a brand or a company.

0:38

But we actually talk a lot about the mindset of

0:43

a content creator, of a live seller, of someone who

0:46

is live solving on these platforms

0:50

and why it has taken off so huge

0:54

in Asia and has yet to really hit that

0:58

sweet spot here in the United States. Yet the reasons behind

1:02

it and some ways that you as a potential live

1:06

seller or live solver could be doing

1:10

and utilizing in your day to day

1:14

live solving, I guess,

1:17

content creator experience. So here we go.

1:20

Here's the interview with Nicholas Bailash

1:24

of East Estreamly on dealcasters. Really excited today.

1:29

We've got my friend Nicholas

1:32

here who actually lives in Marietta. We've actually

1:36

had coffee in person at a Starbucks,

1:40

learned about his Amazon product, East Stream League,

1:43

because today we're going to talk about how you can bring live

1:47

selling, like we like to say, live solving into

1:51

your business. Because it's not just about Amazon,

1:55

right? There are so many opportunities.

1:59

Nicholas and I have been talking about doing some collaboration on

2:03

some projects and so really excited to have Nicholas

2:07

on. I was on their podcast recently. He's traveling

2:10

all over, so I'm glad he had the time to do this. I know you've

2:13

got some conferences coming up you're going to be traveling to,

2:18

but yeah. So let's get started.

2:21

Nicholas, tell us about yourself. Really want

2:25

to learn about how this journey started for you.

2:28

Yeah, first of all, I kind of want to really thank you.

2:32

I think. Super excited to be here. I agree

2:35

with you, Chris. The song is amazing. And when you stop, I'm like, what's going

2:39

on? All of a sudden you're back on stage. Oh my God. So I smile

2:43

and all that. I was like almost dancing. It was really cool.

2:46

So hi everyone. My name is Nico. I'm the co founder of

2:49

Eastwimley. As you can hear, I'm not from Alabama.

2:52

My accent is very strong. I know. Originally from France,

2:56

been here in the US for the last eleven

2:59

years and really got a chance to work

3:03

with big company, very small companies,

3:06

across many different spectrum of products.

3:10

And really what got me started is I come from

3:14

a family of entrepreneurs. My parents were fishmongers.

3:17

So when I was very young, early on, I was the end

3:21

on the ice selling fish underneath the farmers market.

3:25

And first of all, my old generation,

3:29

all the folks in the family are all wearing the fish industry.

3:32

And I'm not a kind of guy that can stay the end on

3:36

the ice all day long. So the cold is really not something

3:39

for me. So I wanted to get out of this, which I

3:42

did, but I did learn to sell and the

3:45

power of selling in person. And that's really where it started for me.

3:49

Because in farmers market and every colleague

3:52

that you know that have worked on a farmers market, if you know any,

3:56

will tell you the same thing. Like when it's the owner that sell the product

4:01

versus an apprentice or an employee or anything, you sell

4:05

twice as more. Why is that? It's because the

4:09

owner know the product by art. He know the customer,

4:13

he live his product, he's passionate about it, he's been doing it for years.

4:17

Not saying that the Armprintees or someone else can't sell the product as

4:20

well. But that passion, it's very unique.

4:24

It's a selling right, and so you can only get that once you are in

4:28

a show like this, or when you are in a face to face and you

4:31

have an engagement and a conversation. And I always track with my mind.

4:36

Once I left the family nest, I ended

4:40

up traveling across the world and worked for many companies

4:44

in the fair trade and organic movement,

4:48

but always on the selling side and selling to CPG,

4:52

selling to the B, two B

4:57

supermarkets and all that. When I

5:01

went through the pandemic and I was selling all those

5:05

really amazing products, trying to get to market,

5:08

and then I was working with big brands that

5:12

produce beverages that you probably know of and meat company

5:16

and all that. And in the same time, I was seeing the passion that those

5:19

guys had. And right now, in retail, it's very difficult to

5:23

get in retail. So what people are doing, they go online. But online,

5:28

if you're not like a marketing expert and I'm not a marketing

5:32

expert, and it's very difficult for me, but if you're not a marketing expert and

5:36

know how to play with pictures and social commerce and all that,

5:39

it's very difficult to create a name for you. And so I

5:42

was like, how do we bring people at the center of ecom? There must be

5:46

a way of doing that. And I met my partner,

5:49

Smita, she's also in Atlanta, shout out for her.

5:52

And she had this passion about how do we use technology

5:55

to serve people? And then that's how we started

5:59

to investigate. We looked at Blockchain, we looked at VR AR,

6:03

we looked at Camera 360, always from an angle

6:06

of having a product, and the economic was not working for us. And then

6:10

one day she said, hey, I saw this thing in China going

6:13

on, it's live streaming. And I know about live streaming, I think I can

6:17

do something. And then in about two weeks, we got a really

6:20

barely working prototype, but it was like functionally functionable.

6:25

And we say, hey, this wants to be a thing, and so let's do it.

6:28

And we've been building since. And it's been an amazing journey. And there's

6:33

nothing that excites me more than seeing someone like an entrepreneur

6:37

or even a host that is passionate about his audience, passionate about

6:41

the product he's going to present, having a true engagement about

6:45

why they're here and what this product is about and

6:49

why is it different. That is really fascinating to

6:52

me, and I'm really glad I did that because

6:57

it's been a joy since, it's been a lot of work and effort, but it's

7:00

really fascinating to enable people to become

7:05

the center of ecom. And that's what I think. Life,

7:08

commerce, video commerce is about. Wow, what an

7:12

amazing story. And so it sounds like

7:16

the idea was birthed through the pandemic, right? So how

7:20

old is East Estreamly? How long would you say it originated?

7:25

Only a few years. Yeah. We started

7:29

to think about how bringing people at the center of commerce in 2018 and

7:33

really extremely itself, we started in December

7:37

2020 by putting the thing together. But that's

7:42

when we stumble into live streaming,

7:45

because I think we have to be honest with technology

7:49

is great, but it's not always ready for prime time for everything.

7:53

Right? Like blockchain. You think those are great technology.

7:56

You can do a lot of things, but you have to have adoptions, you have

7:59

to be easy to use, and not

8:03

everyone has 5G or 4G or anything. And so

8:07

you have to find that technology. Like VR, for instance. You can do amazing thing

8:11

with VR, but who has a headset, who has the technology that

8:15

do that in some ways?

8:19

How do you compensate for mass versus quality?

8:24

And I think Livestream is right at that point right now

8:27

where the infrastructure is built in the US.

8:31

People have bandwidth, they have phones, they have access to data,

8:35

and payments is getting better. There's a lot of

8:39

touching point that makes. I think it work now, then five

8:43

years from now, maybe ten years from now, will be really poor

8:46

experience. Yeah. And you bring

8:50

up an interesting point. And I know Nicholas, we've talked a lot about

8:53

this china, right? You brought that up.

8:57

China is a multibillion dollar live shopping industry.

9:01

You got these very young people that are literally

9:04

making millions of dollars being live sellers, and they've

9:08

got these fans. And it's kind of like if I were to tell them,

9:11

hey, you need to buy this cloud

9:15

lifter from cloud, they'd be like, oh, okay, well, Jim said

9:19

I need to buy it, so I'm going to go get it because I need

9:21

it. But why do you think it's taken longer for it

9:25

to really catch on here in the US.

9:28

Is it because of the technology? Is it because we still like to go out

9:32

to stores, which I think a lot of us have gotten over that maybe the

9:36

last three years have helped. What do you really think it is?

9:39

That where you see that this is going to become

9:42

a bigger thing, because I know Amazon has been doing it. Chris and I have

9:46

been on there. I think they're continuing to push that. But it's

9:52

kind of like and the other retailers are maybe starting to stick their toe in

9:55

the water a little bit, but they're like, how do we make this work?

9:58

Yeah. So I love this question. First of all, for context, for people that are not aware of,

10:06

I'm sure the audience is really well versed with that.

10:09

But live streaming, China is just this gigantic,

10:13

powerful roller coaster that

10:17

when you start shopping something, people are talking about, conversion rate in the 50

10:21

60%. Conversion rate of 50 60%

10:24

is crazy. Like one in two people are buying something. But more interestingly

10:28

is that it's kind of like people are talking about that endless

10:33

aisle. I think that's what you can get with really

10:36

live streaming, right? Because there's a guy who was able to sell for $1.7 billion

10:40

of product in a twelve hour live stream back in October.

10:44

When you think about, like, 2021. So when you think about it,

10:49

to give you a sense of scale, 1.7 billion

10:52

Macy's, the biggest Macy's store in New York

10:55

and Fifth Avenue, I think it is, they sell for 1.3 a

10:58

year, right? This guy in 12 hours sell for 1.7.

11:03

So think about the mass that you can actually

11:07

move through live stream. Now, not everyone is

11:11

going to sell that 1.7. And I mean live, we wish, we all wish

11:15

we do that, because then it will be just 12 hours, and then I'm done.

11:17

I'm going to vacation a little bit. Just a portion of that actually would

11:21

be okay. Great. But the reality is this,

11:24

right? China has been doing it for almost six

11:28

years now. Six, seven years down there. Seven years. It's 20%

11:31

of the ecom. They are really investing in it, right?

11:34

So I think it's

11:37

a shoe burn, and I can't remember the name, but I think they are

11:41

streaming 12 hours a day, every day,

11:45

and they have 160 people just working on

11:49

that, on the streaming, right, on the strategy.

11:52

And it's 50% of all their sales in China.

11:55

And that's a massive company. But think about the scale,

11:59

right? Like 150 people. You could think

12:03

it's a lot of people, but it's not that many either, because at the

12:06

scale of whole China and this is live, a huge brand, it's not that many

12:11

also. So it's very profitable for those brands to do that.

12:14

Why is it not the same in the US? I think there's really

12:18

multiple factor for it. First, in the US.

12:23

We are very much spoiled by everything,

12:26

right? We try one thing didn't work out,

12:29

we move on. And the reality in China is, like,

12:33

they try until they get it and they try,

12:36

they try, they try, they stop. And it's much more a different mentality

12:41

about the pain is value to

12:44

gain. And so I think they really are pushing,

12:48

always the boundary and pushing and pushing and pushing. So that's one

12:51

thing. The other thing I think is the US market

12:55

is very much a market that

12:58

wants to be entertained. And a lot of content that we

13:01

are seeing in the US is really much like hey, look at my cup,

13:05

you should buy my cup. It's the best cup on the herf and it's blue

13:08

and actually has some white on it and it's great cup.

13:11

Why don't you buy it? It's like okay, what's in it for me?

13:15

Where is the entertainment? Yes.

13:18

Why would I watch you? This is a second problem. So the content itself is

13:27

a problem. I think we need to level up the content,

13:31

make it entertaining. Making about you, not about me.

13:36

I love what you're saying all the time. It's like it's about live

13:39

solving. It's like what's the problem you're solving? How can I solve it for you?

13:42

Is it really the solution? Do you really need that cup? Maybe you don't drink

13:46

coffee and this is great for coffee and if you're drinking tea, this is going

13:50

to be way too small for you. You should not buy that.

13:53

It's all about this, right through getting to those nuances.

13:57

The other element is I think the

14:01

experience. In China they have something

14:05

called the super app which is something that depending

14:09

off who you consider ellen is trying to build through Twitter.

14:12

But it's this notion like we have community where you can have everything

14:17

and we don't have super app. In the US market it's very

14:20

much segmented live. You have the ecom one way,

14:24

you have social media another way. Payment process is there. And so

14:28

there's really no one place where everything gets together.

14:31

Even Amazon for instance. Amazon is trying to get into that

14:35

realm right where they are shopping. But they are trying to get more inspiring

14:39

through some of their program they're doing and everything. But Amazon is

14:42

the place you go to shop. It's not the place you go to hang out

14:46

and just watch a show and have good time or scroll

14:50

pictures or learn from your friends and all that. So at least not

14:53

yet. And maybe they are going to get there. So I think

14:57

that's one also the other reason why the Chinese market has

15:01

been really more predominant with that.

15:04

So recapping is the consistency

15:07

and the willingness to experiment. Super important.

15:11

That's really key. The second is really thinking about

15:15

content and making it about entertainment, about solving

15:18

a problem. And then the third thing is like this notion of technology and facilitating,

15:22

removing the friction. And then maybe there's an additional caveat

15:26

to that overall reason why

15:31

it's also in China. They're really thinking through

15:35

what's need for me in very deep way and every

15:38

product that presents there's a reason why you should buy

15:42

this product now and not tomorrow. And unfortunately,

15:45

in the US market, if I'm presenting this cup,

15:49

there's really like not only white and blue and it's

15:52

good for coffee, but that's it.

15:55

No one is really trying to push the boundary and saying, hey, by the way,

15:59

if you buy this cup now, you get a picture of me

16:03

or you get to speak to Jim, or you

16:07

actually at the number ten that people buy.

16:11

There is like the special event,

16:14

a special ticket that gets you to the moon or something. I mean,

16:17

I'm exaggerating, but you have to create a

16:22

reason. Like if you look at QVC, there is no product that is

16:26

on QVC that don't have a what's needed for me. Right,

16:28

right. And that's kind of fundamental. And so people are giving

16:32

so oh, yeah, but it's not all about discount and it's about the value you

16:35

provide. Yes, it's true, but the live stream,

16:39

you have an opportunity to engage with your users, to have a conversation in

16:42

some way. And so if you want to

16:46

have that conversation, you have to motivate people to come in. And maybe you don't

16:50

do everything at discount, but you should have some

16:53

really strong, appealing products that have the what's need for

16:56

me to excite your audience to show up and tune in and want to listen

17:00

and engage with you. Absolutely. I love the

17:04

value added piece that you're talking about. I think that's something that

17:07

is absolutely lost right now because it's a lot of people

17:11

showing up and a lot of people talking about stuff and talking about their lives

17:15

and maybe chatting and engaging with people. But I think to your point,

17:19

if you don't know why, what solution

17:22

this provides for someone with that particular product and

17:26

or are you entertaining them or are you giving them something else,

17:29

otherwise they're gone and you just got lucky,

17:33

you might have gotten their commission because they might have needed it at that point.

17:36

Jim and I, when we first started doing Deal Casters Nicholas,

17:41

we were thinking along the lines of when you walk into a

17:45

place to buy something, you're there to buy. You didn't

17:49

just, oh, I fell into a Best Buy and

17:53

I fell into the DVD section and I grabbed the Greatest

17:57

Showman DVD. It doesn't happen like that. You know, when you go

18:00

in, especially now, everyone does tons of research. If they're going

18:03

to go into a store, even online, before you go into

18:07

Amazon, they're watching other things, they're showing up, and then when they show

18:10

up there and they're being entertained and someone is there

18:14

actually showing them how it works,

18:18

and they're answering your questions while you're there. So we envisioned

18:23

a place like, hey, let's just pretend we're the biggest

18:26

tech solution people, geek squad,

18:30

whatever on the planet, and we're going to talk about this stuff.

18:35

We're not knuckleheads we know enough to be dangerous about this thing.

18:39

And demonstrate while we're

18:42

talking about a microphone, we're also saying, hey,

18:45

you might want to treat your room a little bit. You might want to talk

18:48

across a mic instead of into it because it's going to destroy the diaphragm

18:52

of the mic and you're going to send people running for the hills and they're

18:55

not going to really listen to what you're saying and what you're being able to

18:59

provide to them. Sometimes we'll have a show and we

19:02

don't intend to sell anything. We're talking about stuff and we're hoping,

19:05

oh gosh, I hope Amazon doesn't shut down our livestream because we really didn't talk

19:09

a lot about products during this thing. Yet we'll

19:13

look at our commission report and see that people actually bought stuff

19:17

while we're doing it. And so we decided and

19:21

I don't know, Nicholas, in your opinion, when did things become,

19:25

especially in the US, that whole sort of

19:29

what Ross Brand calls a pitch fest where it's like, product here,

19:33

product here, this is this, this is this, this is this.

19:37

When did people think that they had to start doing that? And is it

19:40

because they got that quick money maybe and quick attention for

19:44

live selling? I don't know. I think people

19:47

are trying to figure it out. And when people are

19:51

trying to figure it out, there's always come down to the cost,

19:55

right? I'm in this new era where I need to engage my customer through

20:04

a live stream now and I have to

20:07

manage my cost as well. And so you have the technology and then

20:11

you're telling me that I need to be consistent. You're telling me that it has

20:15

to be across different place and all that.

20:18

And not everyone has video production capability in

20:22

house and everything. And so what we're seeing is a lot of people,

20:25

they say, oh, this is going to be the next rig thing, let me try

20:28

out. And they come either unprepared

20:33

or they just for cost.

20:36

They kind of don't talk strategy for it and so

20:40

they just say, I can figure this out myself. And unfortunately,

20:45

when you think about live shopping, live selling altogether video

20:48

commerce, I'll say 20% is really the

20:52

technology. So having the right technology, thinking through where do you do

20:55

your live and all that. But the rest is about, okay, how do you

20:59

manage your live? Who is going to produce it? Who is going to be the

21:02

talk show? How do you make it entertaining? All those elements

21:06

that I often talk about, the four P and the H,

21:11

which is the price, the promotional,

21:14

the place and the H for the OST,

21:17

you have to think through all those things and then have a

21:22

roll up map and make sure that you follow those things.

21:26

I think the

21:30

problem that we're having is people are thinking, oh, I can hire a

21:33

creator for that. The problem is live. Not every creator are well suited

21:37

for live streaming, right? And so that's one challenge, right?

21:41

Live streaming is a very different beast than posting a picture on Instagram.

21:49

That's very important. And then the other thing is like, how do you engage your

21:52

community? How do you drive that community? How do you make your

21:56

show and your event? Something where people feel included,

22:00

they feel listened to,

22:03

they feel engaged. And this is an art and that's not

22:07

something you do overnight. And so because of that,

22:11

people tend to say, you know what, I'm going to be the host. And they

22:14

just jump in, try one, two free time, and then they

22:17

burn themselves because it takes time and all that and they share,

22:21

they don't see the results. So I really think

22:25

and the easy way when you're stressed out is like your

22:28

voices start to distort and then you know your product. So you start just telling

22:32

all the benefit about it, but you forget it's in front of you there's people

22:35

and you don't see those people, but they are here, right? We know that Jeff

22:39

is on the other side and hello Jeff. What's up,

22:42

Jeff? And now how do I bring Jeff in?

22:45

Like just you did, you bring his comment in and then you engage with him

22:49

and all that. But there's probably more than Jeff on the other side.

22:53

And who are the other person? Why are they coming here? What do

22:57

they want to know about this thing? Right? And maybe asking them.

23:01

That's what we are missing today, I think. Yeah, it's the mindset of

23:04

content creators, podcasters, live streamers in general too,

23:08

not just live sellers. And I always talk about this

23:13

show is about live selling software, but we're going

23:16

to take all this content and it's going to live forever. It's going to live

23:19

well as long as Elon Musk and Zuckerberg

23:22

and all the puppeteers allow it to remain on

23:26

the platform. So I think about it from that standpoint too, as far

23:30

as legacy is concerned. And so when you think about it like that,

23:33

then you prepare yourself a little bit more then you think

23:36

about it a little more deeply and you give it more attention

23:40

to detail. And you say, okay, you know what? Even if

23:43

nobody watched live or five people watched

23:47

live or only Jeff C watched us today, this content

23:51

is going to live beyond me. I'm going to be 6ft underground in another

23:54

place, and this conversation is going to be somewhere that hopefully

23:58

will impact someone on down the line.

24:01

So can we talk about East Estreamly? Can we talk about how.

24:08

This is. Getting super deep and I'm like, we got to talk about this guy's

24:12

software, right? But I'm

24:16

super intrigued about it because I'd like to know who

24:19

it's for first. And then without getting

24:23

we could get technical on this, but I think like a nine year old most

24:27

of the time. So we can't start talking

24:30

about binary codes and things like that. But I'd love to

24:34

be able to hear about who

24:37

the software is for. Yeah, the software is for,

24:41

I'll say the mid size brand. We're trying to build a

24:45

life selling solution that has as many components that the

24:48

technology can have to make really a comprehensive

24:52

solution to create a channel, a live selling channel

24:56

on your website. And that include the video commerce

25:00

piece, which is the shoppable video live streaming piece,

25:03

the reminder to your audience, the data analytics

25:07

about where that shopper is coming from, what the shopper

25:10

is doing or the viewers doing on your live,

25:14

all those elements and then the simulcasting, like how do you distribute that

25:17

content across different platform and all that. So this is what

25:22

the software is for. The very unique difference

25:26

about assembly for people that are in this space and

25:29

understand a little bit about what's going on is we've taken

25:33

the very hard path to have

25:36

in video checkout. And because we have in video checkouts,

25:40

it means that that video becomes shoppable where it's seen as

25:43

opposed to changing you and pushing you to a different experience.

25:47

So if you take your video and you have a deal with the Wall

25:50

Street Journal and you put your video there, that video becomes shoppable there.

25:54

If you put it on social media, that becomes shoppable on social media.

25:57

If you have your video and you put it, I don't know,

26:01

on your mom blog, whatever, that video becomes shoppable on your

26:05

mom blog. And the way we have built a technology is

26:08

we are an extension of your ecommerce. So you still, all the data

26:12

is still yours, the payment is still yours, the product information

26:17

are yours. So we are just really trying to give

26:21

you an opportunity for your video to become micro ecommerce

26:25

websites all across. And so the more content you produce, the more ecommerce

26:29

website you have. And that's how we think about this.

26:32

It's a very hot path that we've taken because it's

26:36

kind of complex. But today we are integrated with the

26:39

shopify, the big commerce, the WooCommerce, we're working on Magento right now,

26:43

and commerce cloud. So those are platform that if

26:47

people are on there, they can easily onboard with

26:51

us and then they can start extending themselves through videos

26:54

and make them shoppable. So that's the primary

26:58

purpose. Now I will say that there

27:01

are streamers that

27:05

are already well advanced in their streaming mindset

27:10

and they already have an ecom and they already do a

27:13

bunch of things and they use our technology as well.

27:17

But our primary target is really more for

27:20

mid sized brands that want to expand themselves and explore the

27:25

video strategy and get there.

27:29

Right now, nico, is the video vertical video at

27:33

this point? Can you do horizontal? Is that maybe on the roadmap?

27:37

Because I know there's kind of pros and cons to both and user

27:41

experience. And then I guess another

27:44

question I would think too. And this kind of goes back

27:48

to live solving because I've been a big proponent when I meet

27:51

with businesses that aren't using video at all.

27:54

Folks, if you didn't know, there's a lot of companies not using video

27:57

at all. But I could even see where this could be used for service businesses,

28:02

they could sell their service in a sense live by explaining it.

28:05

And live you could order a

28:10

free consultation or book a

28:13

service by maybe talking about this stuff live. Is that something

28:17

you're exploring at all? Yeah, so, so it's a good question.

28:20

So first on the question of vertical versus

28:24

portrait versus vertical mode,

28:27

horizontal mode. So what we're selling is that 70%

28:31

of the people are coming from their mobile on the video, right?

28:37

Horizontal is a great format, that's a YouTube format,

28:40

that's the LinkedIn format and all that. But the reality is

28:44

most people that will come to your show will

28:48

engage from their phone and so you really want to think about

28:52

how do you make this suitable for your phone.

28:55

So we support both vertical and horizontal.

28:58

But if you have to ask me, I will always tell you go vertical

29:02

because that's what people

29:05

engage first with. So it's not as pretty

29:09

when you're vertical and you are coming from

29:13

an original background like LinkedIn or anything. You have those

29:16

black bar. There are solution, there are people that are doing some really cool stuff on that

29:22

side. We don't do that yet. But really vertical

29:28

is something that we always are a big proponent of. Now as it

29:31

relates to the second question,

29:36

which is oh yes, the services. So at

29:41

the moment we

29:45

don't have much request for services. We had folks that have asked us to add

29:49

a calendar to add like a legion form.

29:52

We even have a client that asks us to have a button where

29:55

when you click on it, they can ring directly their either

30:01

their phone, they have like a 24/7 phone line,

30:05

it's for the medical space. So those things are doable.

30:08

But it's not really the primary use case right now we

30:14

are serving mostly the beauty and

30:17

industry as well as the food industry. Interestingly.

30:21

And and and the food, I think, you know, food is something that

30:25

I think is really interesting because there's so much content you

30:28

can do with food that is exciting, right? Like who doesn't like to hear about

30:32

a good recipe? Everybody eats right. Everybody eats right.

30:35

Or like a cooking show or things like that. And those are

30:39

relatively easy to do, right live. Put a camera on

30:43

and then you start cooking. There you go. And people will stick to that

30:46

because they love it. Especially if you have a good audio

30:51

and then you start to hear the grilling and all those things. Makes for

30:54

a really fun experience. As. You're talking about this. And I am

31:03

very interested in the whole shoppable aspect and how that's ported

31:07

over to multiple sites. Because if

31:12

you can see smoke coming out of my ears right now, that's me thinking about

31:16

how to apply this. But I think we say this

31:19

all the time to content creators, jeff C being

31:23

one of them. And he's a proponent of this on his show.

31:26

He does a show called Social Media News Live, which apparently is changing

31:30

its name. But the guests that he has on that

31:34

show, the guests that we have on Dealcasters, we talk about taking your

31:38

content and making sure it's off of rented land.

31:44

Of course, you got to be on YouTube and you got to be like,

31:47

Jeff is the Pinterest guy,

31:50

and we're obviously on Amazon, right? But there's a lot of rules and

31:54

regulations. There's certain things we can't do,

31:57

because if we do them, then we get booted and you don't

32:00

get to come back unless you hire like a six figure lawyer.

32:05

This sounds to me like something like if

32:09

you're looking to not just live, sell,

32:12

but protect your brand and protect yourself with land

32:16

that you can control. I think this feels a lot like that.

32:21

Am I off there? Absolutely.

32:25

If you think about the live shopping space, I always consider,

32:28

like, there's really free buckets. There's the social media space where

32:32

you go you do your live on social media, you have the marketplace

32:36

space, which is probably much like 50% of all the live

32:39

shopping is done on Marketplace, the Amazon, the Whatnot and all that.

32:43

And then you have on your website, it's a small chunk,

32:47

but the reality is, like, you have control over one, your audience

32:51

and your destiny as well, because no one can shut you down on

32:54

your website. Now, it's not because it's on your website that

32:58

it has to be completely ignored from the rest.

33:02

If you have good technology, you can still leverage like

33:06

you're doing today, right. With the software

33:10

that you're using. You could take that, put it on your website. As for

33:13

an embed, maybe if they offer that and then be on Facebook

33:18

and LinkedIn and those different places, right? But what

33:22

we're offering on our side is like, we're doing that seamless casting element,

33:26

but we're also adding the shopping element to it. So for

33:30

the shopper, it's one click to get there and continue engaging

33:34

with you and have this ability to shop without saving the experience

33:37

where they're in, which is very important for us. We can't do

33:41

it in every platform. We have to abide by the rules of every platform.

33:44

So, for instance, for TikTok, we can't do that, but we can really

33:48

easily do it from Insta, Facebook, YouTube. Right now

33:51

we're exploring the twitch and some other places. But more importantly

33:55

is also distribution is a big thing. So how

33:59

can we distribute the content differently and using existing channel that

34:02

already exists to do that. But if

34:06

you're a creator today and you have like we were

34:09

working some creators that are on TikTok and they're really doing well on TikTok,

34:13

but they are all starting thinking about how do I transfer some of that audience

34:16

off platform? Not saying it out loud,

34:20

obviously, but just saying like, how can I do that in a way where

34:24

TikTok will still be my primary source of income, but my superfan,

34:28

they will come there and I will have more control. Because if

34:31

tomorrow TikTok decide that I say something that isn't like,

34:35

oh, the government say, you know what, TikTok is no longer a us fang

34:38

and now what do I do? Right? All those things can happen.

34:42

And we all have heard countless story of folks that

34:46

have lost their YouTube handle, lost their Facebook handle, and then

34:50

even like 100 million companies going bankrupt

34:53

almost in a matter of three months because they couldn't access their handles

34:57

anymore. So the reality is, this is an opportunity

35:00

for you to take some of your core fan and then have them

35:04

engaging in a different experience where they can still get what

35:08

they will be getting, but maybe differently. And our

35:12

idea is not to say transfer all your audience, continue what you're

35:16

doing, but leverage that technology

35:20

to build slowly and incrementally your own

35:23

experience and maybe offer why not offering some

35:27

specials to your community there that you will not offer

35:31

to Amazon. So to create that sense of community and engagement,

35:35

there's really a lot of opportunity there and building a not

35:38

one lens. This is so important and I think

35:42

every creators that are real creators in this space understand that.

35:46

And I think they are all trying to get to that point. I think when

35:50

you get that level of maturity, it's super important because it's

35:53

your business, it's you. So how do you protect yourself?

35:56

It's a risk management. Yeah, I think that's so important.

36:00

And we've had some talks, Nico, about some things we

36:04

may try to do together, but I think too,

36:07

so when you're not on one of these big boxes, right, you're doing

36:11

it yourself. What do you see as some of the challenges?

36:15

Like, say, for maybe a small medium sized business that's

36:18

first getting into it? Because I guess we've seen like, say, Shark Tank, where all

36:22

of a sudden, oh my gosh, my website is overwhelmed.

36:26

I'm sure that'd be a good problem to have. But how do you kind of

36:30

recommend to these people when they're starting? How do I get people to my website

36:34

to watch this live show? Yeah.

36:37

And that's where it comes to be. Going back to what we were saying at the beginning, you have to be entertaining,

36:44

you have to be patient, you have to be consistent,

36:47

and you have to create what's needed for me while people

36:51

are tuning in on your show. Right. Because someone that is not fan of you

36:55

or your show or anything likelihood for them to turn

36:58

to your website to see what you're doing there is even lower than

37:02

on social platform because they're already there and they're just scrolling up and

37:05

down. The reality is

37:09

when you do it on your website, it's about the preparation,

37:13

right? There's really nothing that's going to

37:16

come out of live just doing a show and say hey, I'm here,

37:20

are you there? Hello, is there anyone behind? Like Jeff are you still there?

37:23

Oh Jeff are you there? That's hard,

37:27

right? This is very unlikely to work. So it's

37:30

sort of about like what do I do to tell you

37:34

that I would be there like the preparation and there is

37:38

a really awesome book, it's called The Launch and

37:41

I can't remember the author and I can share that on the notes later.

37:45

But this person explained how he build

37:49

his email and to lead to a launch of a product and he's

37:52

having this free week time frame and that's a really

37:56

good way of thinking about how do you start your show.

37:59

It's like creating this momentum, telling the story about why you're doing

38:03

this and all that. And then be consistent and say hey,

38:06

I'll be there next Tuesday, come tune in on Tuesday and

38:10

then make it oh, Jeff is here. Awesome.

38:14

It's all about creating this expectation for the shopper.

38:19

I will finish with this is that think about Avatar. How much

38:23

money did the Avatar production spend to get you to go to the

38:26

movie theater? Probably a lot of money right now. Think about

38:30

your favorite TV show. You are talking about shock tank. How much money do they

38:33

spend for you to watch Shock Tank? Pretty much nothing.

38:37

Because why? You just know it's here at that day

38:40

that you watch it. That's it.

38:44

If it's not here, you just go to social on your

38:47

Shark Tank handle and then you will see a short clip of it of what

38:49

you missed. And so this

38:54

is a different mindset. You all the channel versus the one

38:57

time thing. And when you start thinking channel, that's when

39:00

the power start and then you can you can really engage your community that

39:04

way. I love that. I love the fact that you're

39:12

preaching to the choir. Even though we don't always do it, it's sort of

39:15

like we all know that in order to get more fit we should go exercise

39:19

more and eat. Better yet, we still don't do it. And as

39:23

content creators, we preach that we should work off the rented land and

39:27

do things on land that you own. Yet we don't do it as much.

39:29

Right? We don't work on our email, we don't work on the stuff

39:33

that we know that we own. Because it's a long game and

39:36

it takes consistency and it's hard work. All this

39:40

stuff is hard work and it costs money to do. Right.

39:43

But I think what I love about what you guys are doing at Extremely is

39:47

live that value added piece. Again, there's smoke coming out of my ears,

39:50

I'm sure, right now. But the value added piece for me is key because

39:54

you can still go live on YouTube, you can still go live on

39:58

Amazon, you could still go live in all of these places,

40:01

and at some point you can carrot them over to

40:05

your site where you're doing something extra special for those people

40:08

that are going there, right? Whether it's an after party or

40:12

it's something that is saying, we've got something special,

40:15

this is an event, all of a sudden, it becomes you're

40:19

giving them a reason. You're giving them some value. You're giving them not just

40:23

the information, not just entertainment, whatever you're providing as a part of

40:26

your show, you're actually giving them a reason

40:30

to come and watch you more. And I love that

40:33

whole aspect. And again, there's smoke coming out of the back of my head,

40:37

I'm sure, at this point, but that's good stuff.

40:41

Yeah. Now, this has been amazing. And so, folks, if you

40:45

want to find out more about Estreamly I've got at

40:49

the bottom of the screen here, go to estreamly.com. And if

40:54

you want to follow Nicholas, he's on LinkedIn.

40:58

He's also got a community. Chris got to make sure to

41:01

invite you to the Circle community where he's got

41:05

all kinds of great information sharing. With there better be value there.

41:09

There's lots of value. There's a podcast episode link in there

41:13

of a really good oh, yeah, I. Heard some guy was on that podcast.

41:16

Yeah. And here's the nice thing, Chris, is we can all get together for coffee

41:24

here in the area and have a great cup more. There we go.

41:27

We should all be in the same room and do a show. Yeah,

41:31

that would be fun. We should do that. Definitely.

41:34

Maybe you should come on the live ecom podcast and let's do we

41:38

do another show where we talk about all those topics.

41:42

Again, there's tons of things going on. There, so it'll be cool

41:45

that way. When I go live, I'll actually have to wear pants, so that's good.

41:52

This has been amazing. Nico, thank you so much for joining

41:56

us. I know we could probably talk all day,

41:59

but we know Jeff has to get to work. And maybe, Jeff,

42:02

you should probably have Nico on your show because he's

42:06

got some really great information, I think, for the people

42:09

that are there, because I think you hit on it earlier,

42:12

those that are going to succeed are going to need to learn how to create

42:16

better content, right. Or bring people that understand

42:19

their product enough to create that content that brings value.

42:24

Chris and I have never been the QVC HSN guys,

42:28

and I don't think that you see that as

42:31

the way to success either. So great stuff.

42:35

Thanks so much. Any final thoughts, Chris, or nico.

42:40

Nico. I'll let you have the last word, my friend. Last word.

42:45

No, it's been amazing. I think there's

42:49

this lady that is from poddez and the

42:53

way she phrased it all the time, she say, don't sell, give. I love

42:57

that notion. And so I'll stay there.

43:01

Awesome. Thank you. And thank you to Randy

43:06

the intern for joining us today. I hope you were soaking this all

43:10

in and we're going to expect to see notes afterwards. Just kidding.

43:14

Take care. He's not kidding. Randy.

43:20

You. But we need an outro video.