Ryan Hunter Masters is a Colorado-based musician who loves to bounce. In 2015 he launched Present Her Off to show swing dancing on-line. The enterprise sells video programs — streaming and DVD — to booming success.
I first interviewed Hunter Masters for the podcast in 2019. On this second dialog, we addressed the origins of Present Her Off, buyer acquisition channels, and his inner litmus check for beginning any new firm.
Your complete audio of our dialog is embedded under. The transcript is edited for size and readability.
Eric Bandholz: Give us a recap of what you do.
Ryan Hunter Masters: I’ve an organization known as Present Her Off. I promote video programs that educate {couples} easy methods to dance. I received’t flip you into an expert dancer or get you on Dancing with the Stars, however I’ll educate you in lower than 60 minutes easy methods to dance along with your associate and have her smiling and laughing. Extra importantly, {couples} really feel nearer and extra related in comparison with spending time screens or watching Netflix and never participating.
I educate entry-level social swing dancing. Many {couples} use it for his or her first dance. We now have hip-hop, pop, basic rock, and nation. You possibly can dance to any music style with this model, which is why it’s so fashionable and accessible.
Many {couples} who’ve by no means danced will begin with this program. Some catch the dance fever, the dance bug, they usually’re like, oh, wow, it is a lot of enjoyable. Some take it to a neighborhood studio and be taught skilled dancing one-on-one with an teacher. The aim of what I educate is to have enjoyable and provides {couples} the arrogance to step out on the dance flooring and look good.
I do issues that excite me. I like to be taught and check out new adventures. That’s how I bought into this enterprise. I ran a advertising agency managing Fb and Google adverts campaigns. I moved to Colorado, learned swing dance, and thought, “Gosh, that is so enjoyable.” I already had the infrastructure to make movies as a result of I had a health YouTube channel known as Sparta Energy. I noticed I may make movies educating people to bounce. No enterprise intention. It was purely natural and enjoyable.
Somebody advised me I ought to throw the YouTube movies onto Instagram. These posts bought lots of response and engagement. I made extra after which determined to do a full-on shoot. I employed a videographer and a photographer, gathered associates, and located a romantic background for a cinematic shoot within the mountains of Colorado. That content material did properly. Present Her Off is a romance model. I search for romantic cinematic landscapes within the background so as to add that further emotion.
The enterprise wasn’t making any cash for a few years. But it surely was enjoyable. People appreciated it, and I used to be having a very good time. My advertising company paid the payments. We finally turned a nook. The enterprise began to explode. On the aspect, I’ve been exploring making music and singing.
Bandholz: You appear to comply with your ardour.
Hunter Masters: My litmus check is, “Would I do that without cost as a result of it’s so enjoyable?” Generally, you don’t know till you begin doing it.
That’s one thing that traps many entrepreneurs who’re beginning. They don’t understand how an concept will generate income. There are such a lot of choices, however an alternate means to consider it’s there’s one thing you are able to do or are keen to do without cost as a result of it’s enjoyable. Are you able to construct an engaged viewers of 10,000 to twenty,000? Someplace in there, so long as you’re paying consideration and listening, there might be a possibility to generate income. You’ve gotten followers who such as you and your services or products. You possibly can resolve an issue for them and supply worth.
Bandholz: How is the on-line course arrange?
Hunter Masters: We now have an internet date night time program. It started as an in-person romance tour the place my associates and I’d go across the nation to marriage ceremony venues. We’d promote tickets, {couples} would come, and we’d educate three dance strikes they may combine and match. I’d have a photographer on-site with a stunning backdrop for the {couples} to get their very own selfie picture, and we’d pose them in a dance picture so that they had one thing to recollect by, after which we’d have open dancing for the remainder of the night time.
We all the time offered these occasions out. A pair from California traveled to an occasion outdoors of Dallas. Our tickets have been $35, in order that they spent 10 instances that to get there. One other couple drove eight hours. I noticed if people are investing this sort of time to attend, possibly I may flip it into one thing else. That’s after I determined to supply digital instruction.
Bandholz: What are your busiest instances of the yr?
Hunter Masters: The week earlier than Valentine’s and the week earlier than Christmas we’ve a 400% enhance in enterprise. It’s an enormous surge in buyer assist, advert administration, and paid visitors. Throughout these durations, I’m up at 7:00 a.m. and go to mattress at midnight; for probably the most half, I’m on the pc all day. I name it my day buying and selling hours.
For the busy weeks, I take advantage of a bid cap technique for Fb adverts. It’s very technical, however it’s principally guide bidding inside Fb. I bid far more than I’d pay, and that pushes out different advertisers. I do know from monitoring my historic information that is the time I can do this.
It’s nonetheless a big gamble. I stand all day and refresh analytics, monitor Fb adverts, verify Stripe, and guarantee the whole lot’s trending up. If an advert begins to drop, I’ll instantly pull it down. Skilled advertisers advise bidding one and a half instances your price per acquisition. In case your CPA is $100, bid $150. I would do three, 4, 5 instances my CPA. I’ll begin with $500 to get it rolling.
Bandholz: The place can listeners purchase your program?
Hunter Masters: Go to ShowHerOff.com. We’re on Instagram, YouTube, and Fb. Try my music at Hunter Masters on Spotify.