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Just got my Big Break! Jesse James plugging my biz!

Shea

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Hey guys,

Just want to thank MJ his booked saved my life from living corporate hell. Also, thank you to all of you bros, I've lurked here and you've helped me out a ton!

Two and a half years ago I started fixing up and selling old record players on craigslist. Each one I tried to out do myself and I began to notice that people were legitimately responding to them. I learned more and more and figured out everything about old record consoles and began installing high-end audio in them.

Fast forward to last month. Out of the spur of the moment I decide to DM Jesse James on Instagram. Initially he just responded "Awesome". Then a week later he sends me message that he wants one for his master bedroom!! HOLY SHIT my childhood hero, the craftsman of our time WANTS SOMETHING FROM ME!!

Yesterday, I ended up delivering a cherry 1960's Telefunken to him. It was like being in a dream, so surreal, as I stood outside his shop where he hauled a$$ up to meet me in his H1 hummer. He was so cool gave me a bunch of business advice, his phone number, told me I could use his shop, and is going to plug me across his social media of 8M. I'm still in shock.

Hang in there guys you never know when that big break is just around the corner! I quit my cubicle job as a financial analyst 5 months ago after reading Unscripted , it totally changed my mind and this could have never happened if I wouldn't have had the courage to do it!! I never thought in a million years this could happen!

instagram: ATX record players

unnamed-1.jpg
 
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Shea

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Hey guys,

Quick end of 2018 update.

Overall it was an unbelievable year. I learned so much about funnels, email sales copy, text message marketing, celebrity influencers and I was able to get a system roughed out.

So much to be grateful for. After all, gratitude is the bedrock of all spiritual energy to take on entrepreneurial challenges.

My restoration business has taken off since being socially proofed by Jesse James. However, sales started slumping after the Jesse James buzz wore off. So I began running instagram ads... wow! game changer!

unnamed-15.jpg

It took me 7 months to get my email list to 300 people.

With $1500 of shotgunning instagram ads I grew it 800 people in one month! then 1000 the next month, 1200 the next, and it's directly correlating into 6x sales. Now when I send out emails with a new record player, I have around 30 guys calling ready to pounce. This gives me more leverage when negotiating (which I really don't need to negotiate now)because demand is far higher than supply. My customers now have to race to be first as I sell at a first come first serve basis. I also started collecting phone numbers and sending text alerts when I drop a finished record console, great success in gettin people's attention. Also word of mouth is spreading through the wealthy guy network here in ATX, which is what I hope will ultimately happen so I don't need a marketing budget at all. Productocracy is the goal 2019!

Zach Braff even slid into my DM's from an instagram ad!
unnamed-3.jpg

This was the final piece of the puzzle to complete my system. Now I can sell them as fast as I can get them and I've been aggressively buying up more record players. But to keep my product rare I've capped my self to 3-4 units per month.

However, going into 2019. I have plans on building my own brand and full custom units.

We are almost there on the first high end custom record console.



I decided not to use my name as the brand because Philip Morley uses his name to and I didn't want to confuse people with two names on the unit.

So I ended up using the website squadhelp to crowdsource a brand name. After consulting Jesse James, I decided on a name that still had German heritage and sounded cool. Trademarked and domain bought.

atx brand take 3.jpg

I've been reading up on how to build a luxury brand and it's been unreal. Everything I learned from marketing videos and college is all BS for luxury.

41j6eGmXOAL._SX331_BO1,204,203,200_.jpg

This book really blew my mind on how to do this, which basically says do the complete opposite of what every sleazy marketer tells you to do.

Some key mind blowing points to luxury brands:

- Do not pander to your customers
- No discounts
- Do not compare your product to other products
- Have flaws
- Do not respond to raising demand
- Make it difficult for customers to buy
- Dominate the customer
- Presumed price should always seem higher than actual price
- RAISE prices as time goes on to INCREASE demand
- Do not sell, communicate value
- Cultivate closeness to the arts

I hope my journey will help other people out there on their own path. Have a great holiday season and let's all crush it going into 2019!
 
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Shea

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Hey all,

Quick update

Got my plugs from Jesse James back in March. Mcintosh hooked me up with an amp and Jesse gave us both some publicity! The Mcintosh CEO did not end up coming out to deliver it though :(

31562093_10214178291523589_73452431815935511_n.jpg 29496611_10213875809201720_3157051960643294059_n.jpg

Sales are up at higher price points and I've been working with Jesse's cabinet maker Philip Morley (he makes Jesse's Gun boxes) to design
a $20K + record console that holds all Mcintosh products!

I also sourced my own tube amps that I'm going to private label and sell at a $700 price point. Going to work hard to improve the quality and packaging then start selling them on Amazon.

unnamed-3.jpg unnamed-2.jpg

If anyone is still interested in my journey let me know and I'll keep updating this as I go along.
 

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Shea

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Update:

We completed our first design renderings for our super high-end record console. Jesse hooked me up with Philip Morley who is building the first unit. Philip is responsible for Donald Trump's 45 Gun box.

Jesse-James-Trump-1911-9.jpg Jesse-James-Trump-1911-8.jpg

Best news is I found a client that is buying the first one! Now I don't have to risk my own cash in hopes of finding a buyer! Here is an exclusive look at what's going to be built now.....

Screen Shot 2018-06-13 at 3.53.46 PM.png Screen Shot 2018-06-13 at 3.53.50 PM.png

Inspired from late 60's german record console design. These basic line drawings make it seem bland, but once the wood working magic is applied it should be unbelievable.

But Shea what about the vibration you say??

Well our unique buying proposition is that we innovated to isolate the amp and the turntable platform with precision electron microscope mechanical vibration isolators. Screen Shot 2018-06-13 at 4.02.17 PM.png

Also the entire unit is made to fit Mcintosh's product line. This customer wants the best of the best so we're using the Mcintosh MT2 turntable, MA252 integrated tube amp, and XR50 speakers.

Even crazier is that Mcintosh has given me an unconventional exclusive wholesale permission to put their products in our record consoles!
MT2 Angle landing J.jpg MA252 Angle Right landing J.jpg Screen Shot 2018-05-28 at 4.14.32 PM.png

Pretty excited to see the "ultimate music experience" "the Lamborghini of sound" come to life!!!
 
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G_Alexander

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He asked me what my last name was. "Henning" I said, then he was like "Henning HI-Fi". He went on that the German name would also be perfect name for fancy font.
Cool thread, @Shea. I'll be following along.

I think HENNING on it's own sounds good enough for a high-quality record player/cabinet business.

For your niche, I'd recommend keeping manufacturing here in the USA and selling at a higher price point/margin than other vintage refurb resellers (your cabs would be brand new, with the same high-quality craftsmanship and materials...so higher value). People are picky when it comes to quality speakers, hence the reason the GERMANS and AMERICANS lead the way (Bose, etc.). Most of BOSE's manufacturing takes place in US/Mexico (with a bit in Malaysia).

Building your own brand and production will cut lead times/delivery to customers, and ensure you won't run out of refurb stock (or have to keep hunting for it).

Go watch 'The Profit' episode on C&C Drums to get an idea of what a U.S. based manufacturing operation for custom drums looks like (similar materials, minus the electronics). Could be helpful I think if you decide to go that route.

Good luck!
 

Shea

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Sup Fastlane.

Been awhile

Big things going one right now. We finally finished my brand of custom record konsoles. Just finished the website this week.

Now it's time to promote and sell more of these bad boys.

www.Tonenhaus.com

25358

Other than that, my record player restoration business is going amazing. We can't keep up with the demand.

I have 2 guys working for me right now. Loving the challenges and ups and downs.

Had one stolen a few weeks ago by a deranged shipping provider. Also struggling on with keeping "creatives" that I contract out to stay on time and get things done. Managing people is a whole new ball game.

Even crazier is, I managed to pitch Jesse on a new E-commerce idea!!! I met with him a few times and he wants to invest. Basically going to scale what I've learned selling high-end goods online.

I'm not going to say too much about it right now, but hopefully I can later on if anyone is still following this.
 
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amp0193

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Hang in there guys you never know when that big break is just around the corner! I quit my cubicle job as a financial analyst 5 months ago after reading Unscripted , it totally changed my mind and this could have never happened if I wouldn't have had the courage to do it!! I never thought in a million years this could happen!

instagram: ATX record players

View attachment 17778

Awesome progress man, congrats on making a stir!

What I love most about these big media shares is all the honest, unfiltered, feedback in the comments.

I just discovered a pain point last week I can improve after reading through 100s of comments about my product on a celebrity's page.
 

Shea

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Update: I called Mcintosh Laboratories and they're going to hook me up with a Mcintosh amplifier to go with Jesse's record console in exchange for social media plugs. Also, the CEO wants to fly in and deliver it to him.....

holy shit guys... I might meet the leader in audio too!!
 
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Shea

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Man, do these bring back memories! Well done!

I'd love to have one of these.

Do you find it difficult to source these? Do you still search craigslist or do you run nationwide ads looking for them? I can imagine that you'd eventually start manufacturing your very own brand of these to offer in addition to the restored and modified players.

It's not too difficult to find them on ebay and craigslist. Jesse telling me the whole time that I need to build my own brand and build my own custom cabinets! We shall see!
 

AgainstAllOdds

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Jesse telling me the whole time that I need to build my own brand and build my own custom cabinets!

Great job @Shea ! I hope your business continues to prosper.

If you want to go about making these in China, the logistics would be fairly simple.

The Guangzhou area has a lot of cabinet makers.
Shenzhen has all the electronic equipment makers.

A 1-2 week trip and you can likely line up the electronics + cabinet partners.
 
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Danny Sullivan

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Great progress! Really glad this is working so well for you.

Just to give you a heads up for your brandname and it's german heritage. If it's supposed to be the german equivalent of something like "soundhouse" i think you'd be better off by naming it accordingly : Tonhaus.
Tonenhaus could (from a german standpoint) easily be misread as Tonnenhaus... Tonnen means something like trash can in german... which i don't think would be favourable. But then Tonhaus itself could be associated with ceramics (ton means sound and clay in german :) )

While the german word Ton (sound, tone) is the Toyota, the german word Klang (tone, sonority) is the Ferrari. Don't know how this would sound in your head though... Klanghaus. Might be to complex for what you're trying to achieve (or sound like clashing cars *klang*)

Tonwelt (Soundworld)
Klangwelt(en) (Sonority world(s))
Tonhaus (Soundhouse)
Klanghaus (Sonority house?) - there's a german company which does meditation instruments (gongs etc)

Your products where named Musikschrank, Musiktruhe, Musikkommode or Musikbox in germany around that time.

If you'd like to have some other words on your mind translated into german words i'd be more than glad to help.

Best of luck!
 
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Shea

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Sup everyone,

TL;DR I partnered with Jesse James on an elite physical products platform.

33443

It's been a while and I've been working hard. ATX Record players is continuing so grow up 100% from last year (and let just say I'm making my old yearly salary now per month in net income ) I finally built my own shop/warehouse and expanded into selling more tube amplifiers.
33439

However more exciting is..

After building a custom record console with Philip Morley, I began thinking about building an exclusive high-end craftsman made product selling platform. Specifically for goods that defy traditional supply and demand pricing. Goods that when the price is increased, the demand goes up. (veblen goods) I even put it on my vision board next to my bed.

Then after three months, I was texting Jesse James and the opportunity shown itself. I texted him the idea fully thinking to get laughed at, however he responded, "dude I'd invest in that".

From there many months of BS ensued with investors falling in and out, trademarks, wrangling craftsmen and a rollercoaster ride of excitement and complete hopelessness.

But here it is. I still can't really believe it right now. It's just a humble squeeze page collecting leads from Jesse's instagram post's traffic to start, but hopefully the vision to give badass craftsman a place to sell will continue to evolve and be scalable.

It's honestly beyond my wildest dreams after being so inspired as a kid watching Jesse on Monster Garage. Also Jesse is actually filming the reboot of Monster Garage with Discovery channel right now!

www.craftsmanexchange.com
You can also see the page on instagram @craftsmanexchange


I'm going to be selling one of his custom chef knives next week on the Exchange!

33441

I've lurked on here for so long Thanks for all the information along the way! I tell everyone I know about Millionaire Fastlane and it truly was one of the best books I've ever read!
 
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Shea

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You didn't read rule # 1?

They're gonna have a cabinet called trash house, and they're gonna like it!

#4 all the way baby!


Yep!

After learning my brand name means trash can house just as I spent $1,000 on getting it hand marquetry-ed into wood. I freaked out for a bit.

So I had to do what any good entrepreneur would do, innovate a story to fit.

" Tonnen and Tonen are different, and the difference between greatness and garbage is in the details"

Screen Shot 2019-01-14 at 9.14.47 AM.png
 
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biophase

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Hey guys,

Just want to thank MJ his booked saved my life from living corporate hell. Also, thank you to all of you bros, I've lurked here and you've helped me out a ton!

Two and a half years ago I started fixing up and selling old record players on craigslist. Each one I tried to out do myself and I began to notice that people were legitimately responding to them. I learned more and more and figured out everything about old record consoles and began installing high-end audio in them.

Fast forward to last month. Out of the spur of the moment I decide to DM Jesse James on Instagram. Initially he just responded "Awesome". Then a week later he sends me message that he wants one for his master bedroom!! HOLY sh*t my childhood hero, the craftsman of our time WANTS SOMETHING FROM ME!!

Yesterday, I ended up delivering a cherry 1960's Telefunken to him. It was like being in a dream, so surreal, as I stood outside his shop where he hauled a$$ up to meet me in his H1 hummer. He was so cool gave me a bunch of business advice, his phone number, told me I could use his shop, and is going to plug me across his social media of 8M. I'm still in shock.

Hang in there guys you never know when that big break is just around the corner! I quit my cubicle job as a financial analyst 5 months ago after reading Unscripted , it totally changed my mind and this could have never happened if I wouldn't have had the courage to do it!! I never thought in a million years this could happen!

instagram: ATX record players

View attachment 17778

Your site looks great.

My parents had a similar one to this one:

old-house-crazy-diy-restore-an-old-stereo-console-02.jpg
 

Fox

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Great business idea! I wish you all the best.

I would take a lot at a company like Cool n Vintage (similar idea of reselling improved older items) and see how on point their social media game is. If you could step up your images and maybe even some video editing I think it go blow up big. Seems like a great niche that would have a lot of potential.

Link to their site >>> Home
 
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This thread has the beginnings of a Gold progress thread. Good job. Also looks like the beginning of a productocracy.



That sounds like solid advice. What other advice on brand building did he offer?

For those unfamiliar with Jesse James. He is a good marketer/brand builder. From the Wikipedia article on West Coast Choppers:


He asked me what my last name was. "Henning" I said, then he was like "Henning HI-Fi". He went on that the German name would also be perfect name for fancy font.
 

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Jesse telling me the whole time that I need to build my own brand and build my own custom cabinets! We shall see!
Yes, this seems like the natural progression your business will/should take.
 

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Man, do these bring back memories! Well done!

I'd love to have one of these.

Do you find it difficult to source these? Do you still search craigslist or do you run nationwide ads looking for them? I can imagine that you'd eventually start manufacturing your very own brand of these to offer in addition to the restored and modified players.
 
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Shea

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@Shea

I kind of love how you don't have a price listed anywhere on the site.

You have to email to get the exclusive info.

Generating desire by making it seem hard to get.

I've never bought a piece of audio equipment in my life, nor do I own any vinyl... but you're really making me want one of these cabinets!


I love the color scheme too, and how there's that subtle "pop" of alien green throughout, that matches the colors of the lights on the konsole. The website is just the one landing page.... but it's so damn cohesive!

NOT listing the price is my secret sauce. I lead them all the way down my funnel chasing that dirty little high they get from seeing the price. When I send out my email to sell a record console, it's first come first serve so they have to rush to buy. I also make them call me. My customers get so upset about having to call me for the price, but it's part of not giving your customer what they want. They need to work for it. (luxury strategy). It's kind of like Supreme, if you asked their customers if they like waiting in line they're going to say no, but really they do want to wait in line.

Putting the price on your website has to be the worst way to sell expensive luxury products. The purpose of my website is to collect information where later I can send the an email/ text so I can create time constraints, negotiating leverage, urgency, and give the customer that feeling like they won my product.
 
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This is THE definition of social proof. When Jesse James approves, well, that is the GOLD standard right there.

Congrats man. You can get input from the man himself when you decide to build your own brand. Priceless.
 

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Hey all,

Quick update

Got my plugs from Jesse James back in March. Mcintosh hooked me up with an amp and Jesse gave us both some publicity! The Mcintosh CEO did not end up coming out to deliver it though :(

View attachment 19624 View attachment 19625

Sales are up at higher price points and I've been working with Jesse's cabinet maker Philip Morley (he makes Jesse's Gun boxes) to design
a $20K + record console that holds all Mcintosh products!

I also sourced my own tube amps that I'm going to private label and sell at a $700 price point. Going to work hard to improve the quality and packaging then start selling them on Amazon.

View attachment 19627 View attachment 19628

If anyone is still interested in my journey let me know and I'll keep updating this as I go along.

Amazing - well done. It’s great when people come back after a few months with a ton of progress. Keep us all updated - I’m sure this will be huge.
 

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As an English speaker, I absolutely LOVE that name!

I am a big fan of Ultrasone and Sennheizer and to me your name speaks to the same vein as those.

Keep it upscale and classy. Check our the price point on other luxury goods. Grab a few "Robb Report" magazines and check out their website for an idea of what the world of the wealthy looks like. The sky is the limit!
 

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Do you have plans to have these manufactured? Right now you're still a craftsman and business growth is tied with your time.

Right now I'm focusing on building the most exciting and craziest record consoles the world has ever seen. It's a break even proposition currently. However, this gets me excited in the morning, not trying to ram product to customers the first chance I get. My gut tells me this will build the brand and later I'll be able to sell a $40 T-shirt to the audience that I attract.

The Jesse James model.
 
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I love that 1960's Telefunkin! Most of our house is decorated mid-century. The problem with what we have is that the pieces are mostly new but made to look mid-century. We love that look! Great job!
 
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Update:

We completed our first design renderings for our super high-end record console. Jesse hooked me up with Philip Morley who is building the first unit. Philip is responsible for Donald Trump's 45 Gun box.

View attachment 19791 View attachment 19792

Best news is I found a client that is buying the first one! Now I don't have to risk my own cash in hopes of finding a buyer! Here is an exclusive look at what's going to be built now.....

View attachment 19793 View attachment 19794

Inspired from late 60's german record console design. These basic line drawings make it seem bland, but once the wood working magic is applied it should be unbelievable.

But Shea what about the vibration you say??

Well our unique buying proposition that we innovated was to isolate the amp and the turntable platform with precision electron microscope mechanical vibration isolators. View attachment 19795

Also the entire unit is made to fit Mcintosh's product line. This customer wants the best of the best so we're using the Mcintosh MT2 turntable, MA252 integrated tube amp, and XR50 speakers.

Even crazier is that Mcintosh has given me an unconventional exclusive wholesale permission to put their products in our record consoles!
View attachment 19796 View attachment 19797 View attachment 19798

Pretty excited to see the "ultimate music experience" "the Lamborghini of sound" come to life!!!

And...

this thread just went gold.
 

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Dope. Stuff looks real cool. No wonder you're getting success: your shit is cool and your hustle is impeccable.

Is that all? Is that the secret sauce? Sell good shit and hustle? Hmmm... take note people!
 
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This thread has the beginnings of a Gold progress thread. Good job. Also looks like the beginning of a productocracy.

It's not too difficult to find them on ebay and craigslist. Jesse telling me the whole time that I need to build my own brand and build my own custom cabinets! We shall see!

That sounds like solid advice. What other advice on brand building did he offer?

For those unfamiliar with Jesse James. He is a good marketer/brand builder. From the Wikipedia article on West Coast Choppers:

Jesse James was finishing high school, packaging the accoutrements of the chopper lifestyle long before any actual West Coast Choppers customs [motorcycles] had been ordered or sold.

Even after the company did begin building custom choppers, 60% of revenue still came from sales of WCC-branded marketing tie-ins such as clothing, beverages and tools. Yearly sales of approximately 12–15 motorcycles at prices of around US$150,000 each actually lost money for the company, but attracted positive attention.
 
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