Joshua 00:00
Hey! Yair. How are you?
Yair 00:05
Church, I'm good.
Joshua 00:05
You know, SUA Church tapping in.
Yair 00:10
That's the guy. Oh man is everything okay? I want to check in first before we jump in.
Joshua 00:13
Yeah. Crazy, crazy few days. My cousin had a complication during a procedure she was having. And she went into heart failure and had to resuscitate her and not to have open heart surgery. So freaking scary. Thank God. Thank God she's tough. She's making a full recovery.
Joshua 00:40
And she's gonna be in a lot of pain right now, but she's like stable. She's on the path to recovery in the hospital for another few days before she's gonna be cleared to go home.
Joshua 00:49
So it's wild. Precious life. We have.
Yair 00:55
It is it is fragile and precious and what a gift every day is man.
Joshua 00:57
Totally. Totally.
Yair 01:00
Yeah yeah that you know well I watched I watched your your videos on your site so I feel like I understand that you have experienced a lot of this in your younger days and.
Joshua 01:04
Oh yeah. Yes on my Instagram.
Joshua 01:13
Oh yeah, yeah, yeah, cool. Cool, cool.
Yair 01:14
No on your on your website. Yeah. Yeah no what is what an incredible journey you've been on to get to this point it's really awesome man yeah congrats.
Joshua 01:20
Thanks. Thank you. Thank you. It's a journey. Perry, we're on, you know, and likewise excited to learn a little bit more about yours. And you're Israeli.
Yair 01:26
Yeah. Of course. Yes yes. I'm Israeli yeah yeah and.
Joshua 01:34
You from Israel?
Yair 01:37
You're you're a Moroccan American juice so were you bummed about the Morocco game yesterday?
Joshua 01:40
Dude, don't get me started. Don't give me. After USA got knocked out.
Joshua 01:46
And now Morocco is a tough one. Tough one bum for sure.
Yair 01:46
Brutal. I know. I know who who do we root for now I was born in Jerusalem my parents both academics my dad was professor of international relations ended up when I was two months old we moved I went to he was professor at tufts at the Fletcher school so I was there till I was like seven and then Stanford in the bay and so grew up in in palo went to ucs had an internship in New York after I graduated in 2027 it was a three month internship and I skipped the return flight and I have been living in New York now it'll be 20 years in this yeah.
Joshua 02:23
Wow. Amazing. Amazing. So good.
Joshua 02:29
My Jerusalem. That's pretty holy place to be born. Not too shabby. Good place right through the portal.
Yair 02:36
And it is not bad. Exactly yeah and my name means yeah ear I mean we'll bring light and so I'm the sunboy yes yeah so that.
Joshua 02:43
I love it. What you go. You're doing it. That's so good. I've got a bunch of family in Israel. My grandma lives in Ashdod. And spent a lot of time there. Grew up spending summers there and spend a lot of time there. Have you go back and do a family over there still? Have you been back recently?
Yair 02:57
Cool. All of my family is there yeah my my brother his wife and their kids lived just outside Tel Aviv until October 7th. And then they were like we have to take our kids somewhere else like this is not the place so they moved to Guatemala so I've been visiting Guatemala instead of Israel for the past few years which is.
Joshua 03:17
That's pretty sweet. How's that trajectory been to Guatemala? Is it a sweet spot? Yeah.
Yair 03:23
It's it's unbelievable yeah they live do you know do you know La tidlan like the big lake in the middle of Grana yeah so they live on the lake they bought they bought a half acre for $12,000 and I know and they're developing their dream house this three floor like dream house the entire house all up is going to cost 85,000 it's like.
Joshua 03:25
Yeah, Yeah. Stop. It. So they broke out of the matrix. They figured it out.
Yair 03:43
It's stupid. Yeah they figured it out yeah they're working they're working remotely in Israel and they're like yeah it's unbelievable.
Joshua 03:49
Incredible. Now my sister was looking at that too. She's got three kids now and they were kind of doing the math. They live in San Diego. I'm based in Santa Monica right now in LA. And they're kind of doing the math and they're like, we could retire if we go do that. Like we're done. You know what I mean? Yesterday, like we don't have to keep this thing going and keep trying to get the income up to like keep lifestyle expenses and whatnot. And I know they looked specifically there in Guatemala.
Yair 04:07
Yesterday yeah. Yeah.
Joshua 04:19
And how's the infrastructure? Is it improving? Is it good? Is that like, is that a step back? No. That's the trade. That's the trade-off.
Yair 04:26
It's it's it is terrible it is. The trade after the trade off is you risk a lot if you live in the remote parts which are the better parts if you live in the remote parts you risk a lot with health. So like my my dad my parents live in San Francisco and their health is not not great and so when they go down and visit they like it's it's precarious to say the least you know like they're yeah if you're super rich and you live there you have a helicopter you're going to be fine so like you're going to get to the hospital in time but like there was somebody on in the town that my brother lives in who had. A stroke and it took 45 minutes for them to get to the hospital and on a boat on a little dinghy and like it was not good. It's the recovery is not the same as when you live like six minutes from an ER in New York.
Joshua 05:15
Yes, for sure. That makes a lot of sense. That makes a lot of sense. That's wild. Well, that's pretty neat, man. It's great to connect with the fellow tribesmen. And I fly on the radar with Joshua Church. You know.
Yair 05:17
You know. Absolutely. The last name Church got me it's it's a good one man.
Joshua 05:31
It's a good one. It's a good one. My quick backs are on that mom's Moroccan. Is born in Morocco, moved, immigrated to the US when she was on above 10. And she fell in love with.
Joshua 05:43
This mistake, fell in love with this dude with the last name Church from Cleveland, Ohio. This guy with the last name Church. And it was like this whole thing. She was not expecting it whatsoever. And they ended up aligning on the core values. And she was very adamant that she was going to raise her kids Jewish and he was supportive of that. And supportive of keeping a kosher home and doing all the holidays. And, you know, he's lived a more Jewish life than a lot of Jews have by virtue of his actions. And it wasn't until, so we grew up Jewish. The only thing, the only constellation was that we, he was like, I want to make sure we celebrate Christmas. Everything else, I'm kind of fine with. So better yet, crazy eyes.
Joshua 06:27
Nope, can't be mad about that.
Yair 06:27
You can't yeah you can't be mad about that yeah.
Joshua 06:29
And then he ended up, so he's 65 now. It's age 60. He ended up officially converting and doing his bar mitzvah. So we did a bar mitzvah for him, age 60. He read from the Torah. My brother and I both did a parasha from the tour. It was really, it was a really special moment.
Joshua 06:46
So. Yeah, so that's the, that's the, that's the church, the Jewish Church story.
Yair 06:48
That's so nice man. I love it well myself to him that's beautiful yeah.
Joshua 06:54
Are you religious at all? What's your, what's your level?
Yair 06:59
I I grew up I grew up in a very interesting family my mom's Iranian Jewish she's she's very she's very religious my dad is Polish Jewish ashkenazi lost most of his family in in the shah and other other than his parents and they were totally atheist secular Jews so I grew up in a home that was kosher we went to synagogue every weekend my mom ran jewish schools so like I did my bar mitzvah in in this jewish summer camp in the Central Valley that we. That I used to go to every year.
Joshua 07:01
Yep, yep. Yeah.
Yair 07:33
But I like find myself in both worlds you know like I live a very secular life in new york but I love supporting my mom being there with her and enjoying that stuff so I'm connected to both and it's yeah it's really nice.
Joshua 07:43
Amazing. You know, Rabbi Daniel boards out in there in New York. Have you heard of Rabbi Daniel Borts?
Yair 07:52
I I don't know right I'm right.
Joshua 07:52
Check him out. He's on Instagram at the millennial rabbi. Actually, I want my text. Back. Great. He's been a family friend and he's built this amazing organization called Soul X, Soul experience around like creating an experiential, you know, arm of Judaism, essentially, of like, how do we make this relevant? How do we make it? How do we make it spiritual? How do we connect to it? He's a rabbi, but he's a normal dude. Like he'd be having a conversation like, like this, like us.
Joshua 08:20
Up a Shabbat tent, Coachella, like super cool guy, but he lives in New York and he puts on these epic Shabbat dinners and other types of events and gatherings and he's built a real amazing community with some cool people there in New York City.
Joshua 08:34
And so might be an interesting, you know, interesting thing for you to connect with or an event to go to.
Yair 08:42
I think I think I'm adjacent to him my friend I believe sings like is a cancer that does events with Noah Aronson.
Joshua 08:48
Cool. I don't know what, but that's amazing. I'm sure. They. Cool.
Yair 08:53
Beautiful beautiful beautiful cancer that like just has such a voice yeah it's awesome yeah yeah it's a small.
Joshua 08:55
Love that. Love that. You should tap in. You should tap in. You should tap into that.
Yair 09:02
Yeah I will no I will that's exciting that's awesome well let me tell you a bit about a bit about SUNBOY.
Joshua 09:03
I love it. Well. Yeah, I was gonna say give me the round. We could schmooze for an hour easily, I feel like. But tell me a little bit about. SUNBOY and I'll fill you in too on once I hear a little bit more.
Yair 09:14
I know I know I.
Joshua 09:17
Pull you in on some of the stuff that Mark has been building, working and kind of how I've been helping him with that.
Joshua 09:23
And I love the application you put in as well. It's like hitting all the check boxes for us, but I want to hear more about SUNBOY a bit about your back as well. And then awesome questions. We'll take the conversation from there.
Yair 09:35
Great well I mean it is I will say the the mark as a entrepreneur's guide to freedom markets like the the vision that he he proposes is exactly could not be more where we are in the business like we've grown something really really exciting we've grown something that is like clearly lightning in a bottle and now I'm like at this point where if I don't get my own life in order if I don't make sure that I'm operating at 110% and doing the high leverage stuff I get bogged down in being the bottleneck on a bunch of stuff so so I'm like I was so excited when I watched that video honestly I was like so so happy that he sent that out I have a quick deck which I shared with y'all I can run through it if you want me to take 10 minutes great.
Joshua 10:20
Let's do. It. Got. It.
Yair 10:25
Can you see that? Perfect so SUNBOY world's first spiked coconut water it's coconut water from Thailand 5% alcohol makes more sugar cane that we brew which allows us to sell as a beer product but it does not taste like a beer product at all. Super clean alcohol base. The background story is that me and my co founder Luke I'm from california obviously he's from Australia we met in new york almost two decades ago and we were talking about how beautiful new york was as a series of islands but nobody celebrates island life and so we were like let's throw an island party in the middle of the Brooklyn bridge. Thank you so we built this tiki bike that could hold 200 coconuts and had a secret little bar compartment in the back with tiki torches on the outside wrote it to the middle of the brooklyn bridge our friends played drums and the musical stomp and so they came up and they were drumming like doing their whole thing and we had a machete we cracked the coconuts open and we made cocktails and in 45 minutes we had this dance party in the middle of the brooklyn bridge as though we were on an island and we realized in that moment like coconuts have a power right this cumbersome awkward fruit makes you stop right you can't run around with it going they're big they're heavy they're cumbersome you stop you connect with people you feel really like into the like ambiance the connection the people and so we started doing this more frequently but we wanted people to know that they were our coconuts so we made a machine that burns logos onto the outside of the coconuts and ended up being the custom brand of coconut guys for bacardi captain morgan sarac eve sandloran american express like we were doing Coachella for a decade all the cruise ships out of Miami and then we realized that most drinks make you choose most alcoholic beverages make you choose but if you're drinking a refreshing hydrating coconut water you don't have to choose.
Joshua 12:09
So smart. Truly. I can't believe this is didn't exist before.
Yair 12:12
Thank you. Thank you. That's what I'm saying and I also can't believe like we have so many people coming into the space but no one has approached it exactly as we have no one as has taken the like let's go all natural nothing artificial no added sugar vegan gluten free like hit all of the better for your points. Make and it tastes phenomenal I mean that's the thing the thing is is that at this point we have not raised a ton of money we've not done a lot of marketing we're now in we have mandates and major chains all over the country and it's all on the branding and the flavor like that's it we have not actually pulled the digital social levers that we could yeah so. We are 2.1x the category average dollar sales are chain reorder rate is nearly 100% so when we sell into chains it sticks and it grows we just found out this is confidential and not in this deck but I trust you you're not going to share it to the world we just found out that we're going to be launched in almost every target in every one of our states in the fall. Yes, which is game changer. Just increased our store count by 300 for the fall like usually the fall is a quiet time for us it's it's turning up. And our same store growth year over year so that's 25 over 24 same stores same SKUs group 43.6% without marketing just by virtue of people trying it and loving it they're coming back to it. Again really simple hydrating coconut water clean base smooth and refreshing full flavored not a sweet drink but intensely flavorful and juicy and exactly the juices that are listed on the label. And then kind of comparing it to the competitive landscape you've got brands like super light coming out with the surf side date side crew out of at a pennsylvania. No coconut water but they're going for the sports drink thing same with vodka it's like it's a sports drink with added electrolytes. So ours is natural real coconut water and no one is a coconut expert the way that we are. This is a quote from the. Chevron gas station buyer so we're in the chevrons in california that was our big chain roll out this past month so every extra mile gas station has like a little SUNBOY display and she was saying all these brands are coming and pitching me sports booze gatorade booze and they're like SUNBOY's doing it I'm going with SUNBOY so to us that feels very like what a validation this like national buyer with 3000 doors is like pushing inside the big guys for the ones with the waves in.
Joshua 14:52
And it makes sense because like for the, I totally get the user going after. Like. The user is stoked about SUNBOY. Like they don't want the sugary Gatorade, you know, type of booze. It's like, that's not the vibe at all.
Yair 15:07
Exactly exactly they want real they want a real authentic coconut drink and they can believe it because we are to the coconut guys like we've been in it for a decade and a half. So Luke and I coconut guys Justin brown was part of ballast point which sold for a billion dollars constellation and now is our national accounts guy and I two inch at a big was the head of quality and for VitaCoca and he's helping us. The other thing that I can't say publicly yet, but is very exciting. The CMO again in confidence the CMO for long drink which just sold to white claw so that Mark Anthony brands for 325 million is coming on after he's done with his retention period.
Joshua 15:51
That's great.
Yair 15:54
And. He's confidentially between me and you he's advising us now spending a lot of time helping us build what is going to be the next phase two of bringing this product to the world. So really exciting moment yeah. And again like we haven't done any scaled marketings but you've got people literally sending us Instagram messages of tattoos of SUNBOY like it's an insane thing that people have identified with this brand so much. Just because of where we're at where we're activating and the product itself. So all of this is really just organic growth that we've seen over these last few years. Just being in the right place at the right time. Undeniable. The category coconut water as Mark knows very intimately is growing. Yeah, I mean. It is insane. I'm so excited about Zico rising. I'm so excited about the return to Zika. I spoke to Chris gallant a few weeks ago and just like super connected with him. He's had SUNBOY he was enjoying it a few weeks ago. I'm like this is the right universe to be in. We're winning it and we've got this blueprint for for another exit. This guy the CMO that we're bringing on was also the brand director for voodoo ranger, which is the best selling IPA in America right now. So he's done. He's done it twice. Incredible chain numbers. So we got a full mandate across all Harris cedars this year already up 420 up 420% last year. So really growing whole foods. We got national programming with them. In 14 states. When we say national we're just talking about our national footprint. So not the whole country. Lowe's foods crushing total wine crushing and Trader Joe's is our by far our biggest partner. And we are we have almost double this year over last year, which is like incredible with Trader Joe. S. The other really exciting thing in addition to target coming on in Kroger growing. We just launched HEB in Texas so we don't have data on it historical, but we've done 4,000 cases in two months there, which is it's a lot for a brand like ours. It's, that's a big amount. As we as we launch in. We're growing. I mean we've we like we're going to focus on marketing. We're going to step that up, but we have these great partners already. So we work with different soccer stadiums and different places and around those like we know we know what works around those places where we do activate. We see insane growth. Got these gold standard marks. I kind of want to jump through this. I don't want to take up all of our time. But yeah basically like we have not spent much. We've sent 1.6 million total on marketing which includes all stuff in stores. So like sampling. Not one to many marketing, but like literally setting up and pouring samples in the supermarket so people can meet our people and try the liquid and it worked. To generate 15 over $15 million in retail sales already. And we're raising 10 in Q3. So when. Kyle starts and the cmo starts in October, we want to already have the term sheets lined up and make a big announcement and kind of close it by the end of October.
Yair 19:12
So yeah, very, very clear why this is the moment and this is what we're up to.
Joshua 19:14
Makes total sense. Have you, what have you raised before? Is this like, is this going to be like a series A for you? Is this like.
Yair 19:23
This is going to be this is going to be a series a. We've done a seed. So we've done all up inclusive of the cause this is just a continuation of the coconut company. So all up. All up we've raised in equity dollars 4.7 million total. And and we have some debt. So it's about six all up inclusive of the deck. Inclusive the day we have right now the only thing we have open is a convertible note from one of our major investors that came in in February just for production.
Joshua 19:53
Are you looking for your actively raising that right now or you're about to kick off that race?
Joshua 20:01
I definitely have some intros or some people I think that would be very interested in this to make sense.
Yair 20:01
Just about to kick off that race. Exactly. Yeah.
Joshua 20:08
Yeah, for sure. My dad also has been in the beverage space. He started suja juice.
Yair 20:08
Amazing. Thank you.
Joshua 20:14
Built that sold that. Yeah. Yeah. We love. Yeah. So I grew up like pressing juice at the, like the little tiny warehouse kitchen that we had when we started it.
Yair 20:18
I love s wow. That's awesome.
Joshua 20:26
Like, and watched that go all the way to like, you know, the massive, you know, million square foot facility with the big machines and everything like that to the, to the coke acquisition all the way to their IPO. He hasn't been involved. For a handful of years. After they sold initially. So it wasn't involved in the IPO.
Joshua 20:43
But learned a ton about that. And so he's deep into the, into this whole space as well. And he's like, he's constantly looking for.
Joshua 20:52
Breakout brands like yourself lightning in a bottle. At a really unique moment. So I know he'll be very interested. And then there's a bunch of other, other people with the station.
Yair 21:03
That is that would be an incredible name story to have on a cat's table. That's very exciting.
Joshua 21:10
Yeah, definitely.
Yair 21:10
Suja is a good one. That's very cool.
Joshua 21:12
Cool. I love that. Thanks for running me through that. And so, so tell me a little bit like, like you mentioned, seems like you're very, you're very self-aware guy and like you're very aware of like, think this is going, this is hitting like we're growing next levels happening. Like I need to make sure I'm leveling up myself to kind of shepherd that process from happening.
Yair 21:33
Yeah I'm obsessed with being an incredible both boss partner community member. Partner to our distributors and and to our vendors and to our retailers. And we are we're capital constrained because it's a very it's a cash hungry industry and and we're growing quickly. And so money into production means that we can't spend money on a ton of other things. And I find myself putting out little fires I find myself really focused on. Like when I should be exclusively focused on raising this fund. And onboarding great team members. I'm still managing a sales team. I'm still communicating with our distributors. I'm still out in the market three weeks out of every month. And so which I love is the thing that gasses me up the most. But I need to be able to really. Work on my priorities, work on on being able to level up and find space and time. To extend, I guess what is feels to me like an unlimited amount of energy, but definitely has has a limit, you know?
Yair 22:41
Like I have I have a lot and I and I bring a lot to the table. But there is. A finite amount at some point I will hit.
Joshua 22:47
Makes sense. So we got to get you from cheap thing officer to actual CEO.
Yair 22:54
Exactly exactly exactly.
Joshua 22:54
Yeah. Love it. Cool. And tell me about your co-founder. What's the relationship like?
Joshua 23:03
Are you CEO? Is. He?
Yair 23:07
I'm CEO. Yeah I am marketing distribution sales.
Yair 23:14
Under me under me I have an unbelievable distribution manager. She was on maternity for the last three months. We were very very excited about her growing her family and she's back as of this past Monday, which has been the greatest gift ever. She's amazing. So that actually like a lot of what I was feeling when I submitted that impassioned impassioned application is like has soon a little like excited a little bit. My co founder is unbelievable. We're very close. We were friends before we were co-founders, but we've been together now for 15 years. He's the longest relationship I've ever had. By far. Love him like a brother and also an incredible partner. He's a journalist by trade. So unbelievably good at research. He wrote for business insider for many years. He's Australian as I mentioned. And so he does procurement production logistics. So I mentioned works with him. And he's the one researching co-packers visiting the co-packers sourcing all the ingredients making sure that it's living up to the standards that we want and then getting the product out into the world. Which with 41 distributors right now is a monumental task.
Joshua 24:29
Yeah, no kidding.
Yair 24:33
Yeah. So I mean I'm sure you know it with the suja days but it is, you know, like making sure that everybody has what they want that we're forecasting correctly that we're not over under producing anything especially with a three month lead time to produce when we're sitting in the middle of snow January and we're having to produce millions of dollars worth of product for March, April.
Joshua 24:56
Sounds like you've got some, I would imagine some of that, that dad is some inventory financing stuff or is it.
Yair 24:56
It's crazy. Yeah.
Yair 25:03
Exactly. That's it. It's it was almost everything is has been inventory financing and trying to figure out scaling correctly without.
Joshua 25:10
For sure. Yeah, great, great problem to have.
Yair 25:13
Expensive money.
Joshua 25:14
But like it's a, it's a problem to have. Yeah. In my last business, you might have seen from my, I don't know if it was in the video or not, but I was in, I started an ice bath company with my cousin as a co-founder and we kind of caught, I guess, lightning in the tub, we'll call it.
Joshua 25:29
20 million in red like within a year and a half, two within two years and was just like rocket ship. And like, but part of that, and it was direct to consumer e-commerce, totally different business. But like. Part of that growing too fast like ended up being part of our downfall as well. And like managing that scale and managing that growth so quickly as the market and industry was changing and was being developed, right, was like total bleeding edge.
Joshua 25:56
And it was unique what we're doing at the time like and then didn't become unique. Was super challenging. But I was like as I started working with Mark. So after that went under, I got connected with Mark and started working with him and helping him with some of this stuff and some of those other pork hose as well, which has been amazing. And I'm like dang mark where were you? I needed you where were you when you were at that stage because it's for sure. So I get it from that level. But.
Yair 26:25
Are you the inspiration for this incubator?
Joshua 26:27
Yeah. In part, yes.
Yair 26:29
Sounds like it.
Joshua 26:29
For sure. So, Mark, just a quick context on him and I connected before I did the ice bath business. I was deep into the online coaching education space at a coaching business of my own. And then I was director of operations employee number one ended up coaching business that kind of went parabolic.
Joshua 26:45
And so I learned a lot about. Online education, business coaching, delivery and stuff like that. And then became super AI native as the AI wave came. And now have my own AI consulting agency as well. Focused for specifically D2C brands. But Mark and I connected and he had just launched his book and entrepreneurs guide to freedom and like I was doing some mentorship and working with these people. And like have these amazing frameworks and was like able to help people in a way that I like haven't seen especially from his like perspective. Like he is like a zen master. Like he would if he was just a coach he would be like top executive coach out there I have no doubt from all the people I've seen and then on top of that he's an operator and on top of that he's an investor. It's like I'm like this man is a unicorn and like I want to be on his team and help him with whatever I can help. And learn from him and help him get this out to other founders because it's so good and I'd seen him work with other people and so we did like kind of a beta type of incubator earlier in the year and it was like the results were just like insane and tremendous with what he was able to do and how he was able to like really create.
Joshua 27:56
Tangible. Action based frameworks and tools to be able to help people make these shifts because it's like we all know we talk about these shifts of like all right how do I get out of the weeds and how do we get higher level or like how do I plan for that level of skill? How do I manage my team better? How do I allow to have the exit plan in the future? How do I build strategically? How do I make that happen? It's like these are all things that somewhere people like you are aware of but like how do you actually do that in a way that's like okay step one step two step three do this thing don't do this thing do this. Like and and he was able to provide that gap that I saw that I was like this is amazing and then I was able to help him start to really build some more of the tool set around and like an AI power kind of learning dashboard if you will to make it super implementable and so we've been working on this for a bit now and excited to launch this next month. This incubator in this form which I'll go through all the details in a moment but that's some kind of backstory context on that.
Yair 28:55
That's awesome. Well congratulations I mean finding the right people around you in life is it's everything.
Yair 29:02
Yeah. Yeah there's a little bit of science a little bit of art a little bit of luck.
Joshua 29:04
Absolutely. I published this.
Yair 29:06
It's yeah yeah.
Joshua 29:08
I published this book in January it's called cosmic breadcrumbs building a proper ship with the universe is just all about my kind of health and wellness journey leading to the ice bath business and the rise and fall of that and as I talked about there it's like. It's finding the right people it's allowing the right people to find you and it's this like partnership and this kind of cosmic dance I'm sure you have to have seen it based on where you're on where you started with cocoa and co. Like of like you can't make up some of these synchronicities you meet the right people at the right times you get the little breadcrumb you get the clue you do the next person and the next and it unlocks the next thing it's just like this total divine matrix that we're playing out here it's like it's truly miraculous.
Yair 29:51
I know I feel so lucky every day. It's beautiful I got I got to get cosmic breadcrumbs.
Joshua 29:57
There you go send some of your address I'll drop your copy.
Yair 30:03
Oh that's very kind I can buy it I can support man.
Joshua 30:04
All right. I'll send you the Amazon link there's I got it on audible as well I don't know if you like audiobooks but I recorded it myself.
Yair 30:13
Oh I love audiobooks is it your voice?
Joshua 30:14
It's my voice yeah, yeah.
Yair 30:18
Radical that's awesome.
Joshua 30:19
Let me just take a note of that. But yeah well listen man this is super helpful to get this to get this context I have zero doubt you are like the exact person that we built this far like even the application we were like we need to get this guy in like this is exactly just getting the vibe from you I know you and Mark worked so well together and would love to set you up for you know for for a chat with Mark as well sync so you guys can just vibe each other out.
Yair 30:33
Thank you ma'am. Amazing.
Joshua 30:49
And then you guys can. Have a great conversation about this all too but this is like exactly the bread and butter of what he's so good at doing and what you know he sits at a really unique POV with having started building scaled and exited to then buying Zico back and obviously with ground capital and then being on the institutional capital side so that was also part of the the impetus for starting this was like he evaluates you know thousands of founders a year and they invest in only a couple at the level of growth firm that they are and so he's just sees the same patterns play out and and the same principles that.
Joshua 31:28
Make the difference from what makes someone backable and truly successful and bettable to someone who's not and it's like this it's like this exact shift this kind of founder puberty as we call it this exact shift right now that you're navigating that I feel like this would just be a match made in heaven and allow you to like dial on those things and hit that next level with someone would be an amazing resource in like the coconut water too like you can't make that up.
Yair 31:48
Totally. I know.
Joshua 31:55
It's too good.
Yair 31:56
I know it's too good. It's too good that makes me so happy to hear thank you for saying that it's really kind.
Joshua 31:59
For sure for sure so I'd love to I can share my screen real quick and just kind of walk you through a little bit at a high level of what this container looks like and then we can talk back board I'll share all the details and then we'll take the conversation from there.
Yair 32:07
Perfect. Yeah. Awesome I will also say I'll be in I think that this starts sooner rather than later but I'll be in la.
Joshua 32:22
Cool. Love it.
Yair 32:23
Towards the end of August for a little while and so yeah yeah so.
Joshua 32:24
S. Definitely. Yeah. Let's do it I love it 100% we'll make that happen so I'm just gonna walk you through this real quick here I'm not gonna do the whole thing but what we built is not necessarily like a mastermind or course or a coaching program we really call it like a learning lab so it's like it's it's a 12 week container where you work with Mark personally one on one and there's like a few different ways in which you're supported through that to help you make this make these shifts happen.
Yair 32:28
Let's share some SUNBOYS. ON.
Joshua 32:58
I'll just kind of paint the picture of the journey at a high level so the way that it works is we start with this onboarding assessment. Mark has partnered with another person to build this incredible AI powered like a personality assessment tool called super queue which is like it's like index is like you know you're the gala the strengths finder your Myers-Briggs your Colby or Enneagram like all these different things and like creates this most amazing assessment and like kind of strength weakness blind spot like so you get kind of like the how to work with the Yair like this is this is like the guy amazing amazing tool and that's the foundation kind of everything we build is really AI empowered because it's really personalized for you so like that's kind of the foundation foundational engine that like everything else builds off of so youo'll fill that in as well and also this will be a comprehensive assessment for like your objectives both business objectives your personal objectives what's the relationship you want to have with the business how do you envision that next level yourself as the CEO stepping into that? What is the what is the 3 5 10 year plan like what does exit look like? What are your values in that way?
Joshua 34:03
So it's a pretty comprehensive onboarding assessment that then you do a deep dive one hour strategy session with mark where you kind of go through that and really the big goal of this strategy session here is that marks and he's a private equity guy and a business guy everything is ROI driven so like it's like what what are the what is the ROI that we're tracking here like what are the killer KPIs? What are the what are the systems that we're going to use to track for these 12 weeks this 90 day container like what are we going for here? Because that's going to set the clear roadmap and like that's going to be slightly different for everybody as well. And so we set that very individually eyes with yourself and then from then you get direct access to mark opens up WhatsApp channel back and forth in addition to this group cohort that we have so that's all kind of the pre-work and then the 90 days start right now it's going to happen in August to be on the date specifically but we're going to start in August at some point and this is 12 weeks and each week is very focused because it's also built for like the stuff in the weeds busy founder CEO operator so it's like going to be very very focused and like high leverage everything Mark does super high leverage so it's like every week is anchored with a with a weekly live session that you come to live or you catch the replay and it's one concept one tool one shift and then like you know group coaching the cohort is going to be probably around 10 people we've decided capping it for sure at 20 max but like probably around eight to ten kind of people is the way we're right now to make it really.
Yair 35:37
I'm happy to hear that yeah.
Joshua 35:37
Very intimate in that way. And then and that's weekly live session and then you've got like throughout the time each each tool that you then go and each action item you have for each week. Is is through this kind of online portal that we built that helps you build this backable CEO operating system so this is like your own personal tool set that like helps you as you make these shifts and like helps you in real time so like when you're filling out the like you know your energy audit for example or like you know.
Joshua 36:09
Your values assessment or whatnot like it all feeds into this into the system. And then there's bi-weekly coaching so set up half hour every other week on the calendar is like check in meeting point mark also is like especially for this he's so all in on getting people to ROI on this that like if you need more time youe can get more time with mark but like for these busy founders by check in is typically good cadence I know your cow's filled with meetings too but that's why he's really good on what's out too of like voice notes asynchronous support back and forth kind of thing so you can really get mark in your corner is the big thing.
Yair 36:46
He's doing so much this is so.
Yair 36:50
Overwhelmingly generous I didn't realize how much of mark. You get in this program that's incredible.
Joshua 36:53
Yes for sure. And it's it's just what it's the way he works and he's like he's like dude I want to over deliver on this I want to just absolutely over and like make sure that people get the biggest ROI on this especially because this is like we've done one car this is like the founding kind of cohort of this format and and we want to be able to like really track our eye that way for the next court we can say like hey of the 10 people that went through the average return on investment was eight times return on investment trackable from these metrics right here so like that's our big.
Yair 36:57
Yeah. Is there a legacy play involved in this for Mark like is it for him like these are the people that are gonna go on and really take his message his evangelists basically.
Joshua 37:35
That's right. That's right. And there's so many other ideas that we have around like you know what is a certification look like for if you're a founder that's certified in these principles and these freedom principles and and how that leads to more capital access and different things so there's there's a whole kind of bigger picture but like for him this is a this is a legacy play for him to end just like such a true desire because he sees the same patterns and things playing out and it's solvable and he's done it himself and he's done it with these other people that he's just like.
Joshua 38:02
I don't want to see these counters keep suffering with this it's solvable like it's it's not that difficult you know what I mean?
Yair 38:03
What a gift. Yeah. Yeah. Yeah and I guess inherently he's making his life and all other VCs and all other capital better because we'll come back a.
Yair 38:20
You know like we'll show up that yeah that's amazing this is super inspiring yeah.
Joshua 38:23
And between you and I as well it's like you know obviously this is not a ground force program and we can't say that it's going to lead towards ground force investment but it's like it's an incubator it's a pipeline for that too like he wants to find and work with the best people and the best brands that like of course that he's like works with the founder gets to know them through these ways and they're set up and operating with this system like those are the people that he wants to cut the $21 checks for like that's just the way it works. Yeah and then at the end of 90 days there's a final strategy session as well where you're you know able to.
Yair 38:48
Exactly beautiful.
Joshua 38:51
Measure that ROI and then keep the operating system and then there's like varying ways of like potential support moving forward beyond this container but this is what we're talking about right here. I'm going to just jump down here to the ROI as well. This is a this carries an ROI guarantee so there's a 5xr I guarantee so it's an investment he treats it like one so as you define what the success looks like for you revenue generated deals closed fundraising close maybe it's your enterprise value or your or your increasing your valuations or some of these things, whatever it might be whatever it is. Like this is ROI's guaranteed and so like if you get to the end and you show up and do the work and you feel like you and we see that you have not hit your ROI goals, Mark is going to keep working with you until you do or he's going to give your money back like whatever makes sense. So that's all carried with this as well. So that's like the thing at a high level you're supported from every angle from the weekly cohort which is also beautiful to connect with other founders who are making these shifts from different industries. Really so powerful for this.
Joshua 39:55
Than the private one-on-one coaching direct access having mark in your business in your brain coaching you through these things and your personal dashboard all the tools and everything like that. So I'll pause there because I know it just threw a shit down your way. What questions you got for me right now based on register. Your way.
Yair 40:16
Well I guess I mean all of that was very clear it makes perfect sense I love the amount of actual interaction and the idea of also being part of a small cohort of exceptional people doing exceptional things sounds awesome sounds so fun what are what are the next steps after this you said connecting with mark what is like yeah it's it's coming up quick right so I want to make sure that I'm on yeah.
Joshua 40:35
For sure for sure. We're filling out the spots right now so I'll go over the investment and what that all looks like as well we're filling seats and taking applications as we speak. We're like we're getting there but we're not fully there where it's like when you make a decision today kind of thing so but we're getting there and I want you to connect with Mark just so you know just to get a vibe on that.
Joshua 40:59
The full investment for the whole 12 weeks with everything we just talked about the one on one with the group all that stuff is 12k for the full 12 weeks, three months so we break that up too for cash flow 4k per month for the three month container.
Yair 41:00
I would love that yeah.
Joshua 41:16
And that includes everything that we went over with that one on one time with Mark as well. And 17 plus live hours with with Mark.
Yair 41:25
Great. Great yeah so fair. Yeah yeah you could have said any number.
Yair 41:32
You know what I mean yeah.
Joshua 41:32
Cool and yeah and that's that's that's part of what what we want to do here as well and make it like let's stack the value where this is a no-brainer for the right people who get it or with it. Fits where it's going to be a far you know far ROI return on that.
Yair 41:50
I love it yeah but count me in I mean if I if if I'm if I'm in I'm in I would I would I would love to do it yeah yeah.
Joshua 41:55
You're going to be. Our poster child.
Yair 42:02
I hope so I feel that way I mean also also it's so clear to me like I already know how I want to measure the ROI there's like. A very short list of things that like in this exact 90 days we're working on so right like. Perfect rollouts at target making sure that we're that the team is built in a way that is very thoughtful and closing the round. Like that's it. Yeah that would be significantly more than 5x ROI.
Joshua 42:27
I feel very confident with marking your corner to help you navigate that and those internal shifts to make that happen that you will make that happen.
Yair 42:28
Significantly more.
Joshua 42:34
Well listen what I'll do is I will send you and the way that we're doing it for since we're starting in August and TBD on the exact date in August but we're doing the first payment the first 4k down to like secure your spot hold the seat and then the next 4k will be 30 days from whenever the start date is so let's say let's say 8:15 is a start date then 9:15 would be the second payment so kind of spreads it out.
Joshua 42:57
I'll send you over like the onboarding link for like the agreement and the first payment so you can make it secure spot and then I'm also going to get you on with with mark for for for just a short kind of touch in which will be separate than the.
Yair 42:58
That's great. That's great.
Joshua 43:10
Actual like kickoff that you'll do once we get your onboarding assessment and stuff like that. But just so you can.
Yair 43:19
But the onboarding assessment will happen between now and whatever TDD date in August perfect.
Yair 43:24
Awesome cool I'm so excited hey again it was such a pleasure to meet you man I loved connecting regardless of how this all pans out I want to hang out when I come to LA so yeah yeah awesome.
Joshua 43:25
Man. Go for sure for sure. We're going to hang out we got SONY cold tub studio right here in Santa Monica go to all the time.
Joshua 43:40
Catch us fits and an ice bath and get some good good hangs in but such a blessing. Man and congrats so so cool so cool.
Yair 43:48
Perfect. Yeah thank you so much.
Yair 43:52
Thanks dude you too man you too it's awesome right cheers back.
Joshua 43:52
Thank you. Later.