(Behind The Scenes) Weekly Coaching Call for Beginners

so yeah we'll give it uh three minutes i'm gonna get a cup of tea real quick so so okay that's okay all right so today is january 2nd 2021 happy new year everyone and uh this is a group call with uh justicesoda.com all right let's jump in and so if this is your first time hopping onto these coaching calls welcome and always happy to have you here we host these calls once every week at saturday night eastern standard time and you can schedule your call at our community right here and these calls typically last around 30 minutes or until everyone's everyone's questions are answered so if you have a question uh just simply type question in chat box and we will unmute you and we can help you out or actually because uh because our group is kind of small uh today um we could just answer any questions feel free to just ask straight up well this is this is josh waltzman i was just uh obviously i just joined the program and uh i don't i've started first watching the first couple of instructional lessons i don't really have any questions i just wanted to kind of get a sense of what other people are asking today because i just started okay sure so it seems like uh most of the people in this call today are actually just getting started so cc is also getting started this um yeah uh no worries um how are you enjoying the program so far good i've already um i've watched the first four yeah module one okay that's great yeah it seems good so i'm almost to the point where uh i think the next the next lesson is actually starting to think about ideas of what uh what course ideas might be and uh what ideas are going through your head right now um you know just in kind of thinking about stuff that i that i feel like i'm a specialist that i could offer in one idea that comes to mind is like starting your own um like the business side of starting your own medical practice i didn't have a lot of mentors to help me with that process and i started my own practice from day one out of training and i mean potentially of course for other physicians who are looking to open their own private practice was one idea um that was more from the business side and then from the from the uh kind of like general public side um you know i thought maybe some type of course or courses on like basically like what what all the information you would need to know on a particular type of plastic surgery um i think like there's a lot of free information out there like on instagram but i think uh having that more organized into a course like just picking a topic like breast surgery like everything you would need to know about breast surgery and what what different options are and understanding all the intricacies of that might appeal to a broader audience but i haven't really like delved into it much okay gotcha so when it comes to your business course you've you mentioned that you started everything piecing together everything yourself yes oh wow yeah is there any reason you chose that route instead of uh instead of i guess um following the footsteps of someone else yeah so um i i actually i got my mba um after it during while i was in medical school and so i kind of always had that business interest um and then i moved back to california where i'm from um after i finished fellowship and it was just kind of like the right opportunity at the right time there was a new office being built um in the area where i wanted to practice and i had interviewed with some with some older surgeons who were looking to bring on a junior partner but none of those opportunities looked to be advantageous to me it was all advantageous to them and just kind of putting everything all the pros and cons i just decided you know what it's just like the right place in the right time and i did a little market analysis of um other plastic surgeons in the area and just decided it was going to be kind of one of those uh high-risk high-reward type situations um i felt like i had enough of the basic business background to to make things happen so it's been a learning process but it's been exciting oh wow that's amazing so was the mba helpful at all absolutely 100 like i don't i don't think without that kind of um core fundamental knowledge i could have extrapolated to real world experience as easily i probably could have done it but i think i would have made a lot more mistakes along the way okay gotcha yeah that those ideas definitely sound um sound intriguing and it definitely um it sounds like it definitely has a market market demand especially with the business course i'd be actually interested in learning that myself and i've actually had a few clients that i spoke with they were they were telling me how they were struggling uh when when they started developing their clinical practice and they wished uh they wished they had a program or some sort of system or some sort of guideline teaching them how to set up their first private practice instead of using everything together themselves this is just stuff that they don't teach you in medical school right exactly exactly but do you think that audience is pretty small like the potential market for that of people who would want to take a course like that um um i'd be interested too actually i think there's actually a pretty big population because i um i took i don't know if you guys have heard of pamela weibo she she's a physician who's really passionate about physician mental health and she really speaks out about like the rates of physician suicide med students residents things like that and for her she got burned out while working in like a regular clinic got depressed and in the way she found herself out of it was starting her own practice and then later she started teaching others how to do it and one of my colleagues referred me to her and i took her program but i think just the way she works she's not very organized so it was still very helpful for me but um i'm someone who likes more organizations so i think there is a market for like starting your practice in a different manner because she doesn't have an mba i don't either she kind of um told us you know she's like it's so easy you can do it without an mba and i'm sure you can but like i said there's a lot of mistakes and stuff that you make along the way i tried to start my own private practice last year or two years ago um and it didn't go so well i also just wasn't in a good enough space to do it and i'm trying to start again this year so um you know with that where i'm just like i think i've got a better footing but i'm sure there's so much more that you could teach me and other doctors who are interested and there's a lot of doctors who are burnt out and want to leave the big box clinics and start their own practice and they just they need guidance okay that's good feedback i definitely think um when it comes to how small the market is i think that small is relative right and it's uh uh like cece says uh i i think there's when when people approach me asking for something then that's usually when you have product market fit that's usually when you know you have an idea that the market actually needs when the market actually comes to you right and that's something we cover in week two uh don't worry if you haven't went into it yet um but that's why responding to your uh idea when it comes to starting a business course um i think that uh that that's a good angle uh even if the market is small the smarter the better because then you're actually speaking to a very specific person with a very specific offer and that's usually that's that's usually the position that you want to be in because you don't want to be a small fish in a big pond you want to be a big fish in a spawn pond yeah okay you think that versus um obviously if it was something more to the like to the lay population that like you said that that definitely increases the number of people that you could that you could advertise to but then there's so many people advertising to them right that's true yeah that's true um but um i wouldn't worry too much about the advertising side because because uh that's i wouldn't worry too much about that i would worry more about the product market fit okay that's because once you have product market fit uh and that's something we cover in week two once you have product market fit pretty much uh any advertising that you pour onto it it's like pouring gasoline into a fire you've already gotten the raw materials you've already gotten a proof of concept and all you're really doing is just scaling something that's proven to work at a smaller scale and it could be it doesn't necessarily even have to be within the united states the reach the reach could be broader than that right yeah 100 no because i see some of your um some of your other clients or participants are definitely international right oh yeah for sure yeah right now uh when it comes to uh the digital doctor program i'm still targeting united states only and um there's a reason why i'm doing this it's mostly to optimize my ad spend my advertising costs uh and just really bring it to the knife's edge before i start expanding into uh the other canada united kingdom australia and so on and so forth but um yeah that's that's pretty much the position i'm in right now that's why most of the clients that i work with they're from the united states it's the biggest consumer uh country in the world right sure definitely yeah so those are the thoughts i had that's great and uh what about cece how are you doing i'm i'm good i um i think i'm probably kind of where josh is right now and i'm in california we're about to california hi from california um i i'm sorry where where in california are you i'm in san jose santa clara the bay area oh yeah okay i'm down in long beach okay cool um yeah so i i'm sorry i'm sorry cece this is ed i'm i'm in huntsville alabama but i lived in long beach josh for a minute oh was that yes i did small world sorry sorry cece didn't mean you're not no no worries at all um i didn't want to like miss something or interrupt um what was i gonna say oh yeah just i'm pretty much uh similar thoughts to where i've been thinking the biggest thing i wanted to do was do like some kind of course on helping like doctors work through burnout um or recover from it um but then there's also like that would be one target but then i was also thinking about towards the lay people and more just like general self-care um and just lots of people deal with burnout too um but in that respect i was actually wondering too because my in my head what makes sense is to target doctors first and then eventually get to lay people and i was thinking that simply because i think some of the example math that you had shown us it sounded like um the courses would be like at least 500 and um so that's something where this whole like my own gathering of business information from all these random courses and stuff is uh like targeting your population and their income level so i'm just thinking doctors can afford like 500 courses more versus delay people that want to do self-care some of them just can't afford it you know they they're trying out so many other stuff so i was just kind of curious about thoughts on that as well okay i definitely think um based on what you told me uh and i i still remember our first call together um i think you really have uh it's definitely a pain point right and regardless of whether it's a doctor or not um burnout is definitely a pain point uh it's a very emotional pain point it's a very practical pain point and you if you have a solution that you can offer to the market then i think that could not only um be very easily monetizable but could also help a lot of people and i think your decision when it came to uh targeting on doctors specifically that's great as well uh not only because you could charge them a uh premium uh but also because doctors themselves uh have the highest like really high rates of burnout i think that i think when it comes to like the suicide suicide rate uh vets are number one and then doctors are not far behind and it's definitely a very pressing situation so i think i think it sounds good all you need right now is just go get into week two start the pmf survey and get live market feedback and you're good to go cool sounds good thank you cece i was just going to add one thing um i i totally agree like obviously it's a huge problem for doctors so i think it's a great idea you have um just one little uh thing that i had the same problem um where you're like feeling that people can't afford necessarily something like that like the average layperson it might be a lot to ask yeah that was a personal problem for me actually in my practice um about 80 of my practice is elective cosmetic so cash basically and sometimes you i feel bad like giving a patient like or a patient like a quote for like i feel like oh my gosh this is a lot of money for this person but like you have no idea what their what their situation is like um you can't we can't as doctors like uh like project our our um insecurities or our own like feelings onto the patient because we have no idea that may not be a lot for them at all um and it's it's not fair sometimes to assume that so i but i totally agree with your thoughts and approaching doctors but i just wanted to throw that out though yeah thank you i actually i was reflecting on that myself too recently where i'm like am i just kind of projecting my own kind of insecurities and fears i think this happens to everyone uh like um i think this happens whenever you uh because we we are just not trained as salespeople right we so throughout medical school i suppose most of us came in with the intention of learning how to solve problems helping more people and so on and so forth but medical school doesn't really equip us with the skills to uh monetize our services in the most effective way possible um and i don't even use the word sales and that's why starting in week two the first lesson i just want to get rid of the word sales completely because that is just not the right approach um it does it just doesn't vibe well with me um but there's also then this other side of the equation which is the reality of living in a capitalist world you have to market yourself you have to put yourself out there in the best posit positive positive light in order to attract customers so there's definitely a fine balance between there and uh um i'm happy that you shared with me that that you also had an insecurity with charging for your services because that's definitely something that everyone goes through um hey uh chester if i may have got maybe just a little bit um of a different question and if everybody wants to give me feedback that would be much appreciated as well um so i'm fairly new as well and so finishing up the first week you know all kind of ideas popped in my head you know one thing to the next the next and so you know and towards the end um i felt like geez maybe i should have you know maybe maybe whittled it down to one or two things is kind of how i feel although maybe not i guess that's my question you know when when do you [Music] scale it down to one idea i mean is that as we go into week two does it as you go along the course does it get more defined am i still okay being kind of general at this point okay gotcha so uh you cut off a few parts over there so i couldn't really make sense of your question but uh if i understand you correctly right now you have a few ideas or a lot of ideas floating in your head and uh you're trying to crystallize it into just one is that correct correct and and i just finished week one well i'm gonna i still have a couple of worksheets to do but um you know i guess will this come into focus before as you go along the course more so or should at the end of week one i should have crystallized my you know unique or or what i want to do you know at this point sure i'd say at least um i'd say that i i'd say that by the end of week one you should at least have one idea that you are committing to at least testing and giving it a full run right and then in week two once you've validated that idea then you could go all in without uh without any anything holding you back anymore like no none of that insecurity none of that doubt because it's already proven to work so uh just to understand your situation a bit better if you're open to it we can talk about some of your ideas and uh which direction you might take them in well one of the ideas for example you know i'm trained in primary care so you know it seems like no matter what topic you're discussing i mean almost pick a topic and it always ends up at the end being diet and exercise you know preventative medicine if you will and so um you know the one the one thing i think in primary care that we lack is you know something tangible um you know almost a program if you will you know steps and baby steps you know very very simplistic you know a good i hate to use the word diet plan but a good um diet plan and also you know a moderate exercise plan just to just to get people moving and then maybe at different levels you know the second week the third week maybe a 12-week type of type of thing so that's one of my ideas you know that that we just you know we sit there and after you know some small talk and going over their history and maybe you're feeling a few meds i mean now you know the visit's almost over and you know all of a sudden they pull out a list it's like um and at the end of it no matter what it is you know hypertension high cholesterol you know obesity incontinence i mean reflux it all goes back to diet and exercise i mean you know insomnia you know right just so you know trying to trying to make the time efficient but make it very um valuable and and make it impactful so that's one of my ideas and is that the idea that you feel the most confident it's one yeah i feel pretty good about that i mean you know okay i didn't think so yes and do you have a specific person in mind who are you trying to target i think there's i think there are certain physicians who would be interested in that i mean it would be very very very i mean it's it's very efficient it's essentially at the end of every plan um and i think doctors would be one and then just like cece i mean at the after a while i mean just target general population okay gotcha so you're targeting doctors first and uh the problem that you're trying to solve is a is diet is that correct right overall hell okay um i would try to be more specific more specific than that um okay so i would niche down into maybe like a specific diet program or maybe a specific uh exercise program or um okay yeah i would just try to get really specific on one person one problem one solution it makes things a lot easier when it comes to your own operations but also the marketing what if it was like just for patients with diabetes or just for patients with like rheumatoid arthritis or something like that that specific would that be helpful yeah that would be perfect that's really yeah that's really specific that's really specific yeah [Laughter] yeah but um i don't remember like plant-based diets yeah yeah well it's funny because then i think in week one you know i think chester you said something about knowing your competition you know versus 40 years ago i mean your competition was a guy next door whatever but nowadays it's like how can you make it to where it's unique enough and i guess that's the unique piece is that it is coming from a physician versus just googling something you know i think that's the value in the course you know almost a professionally speaking type of thing so competition can be um divided into four different areas right i won't go into too much detail but basically you you you can have a competition in multiple aspects the first is the marketing that's your comp that could be your competition and i when when you go into week four like this this is stuff that they just won't teach you in medical school they don't even teach this uh in this much uh in this simple of a way in this accessible of way even in the entrepreneur inner circles that i'm a part of so that would be one of your biggest weapon the second the second weapons in your arsenal when it comes to uh standing out from the competition is your own personal story so a lot of the clients that i work with they connect with my story for example i've been a bernal doctor myself i went through the medical education training program and uh and uh and so on and so forth and so they really connect with my story but uh i've also worked with other clients like uh stanley he's the medical student um medical students also really connected with his story right so in the beginning he was trying to target doctors instead but we found that hey um you're a medical student yourself um and you basically speak their language what if we targeted medical students instead and that's when things really caught fire and so people also connect with you based on your own story so if you um if let's say you're doing a weight loss program and you've you've went through that transition and you've lost those pounds and you can you have a story to tell then that's what people really connect with right um right and i think most importantly if you remember remember in week one at the end of the day your program is meant to get your students results whatever that may be it could be something that's measurable it could be something that's less measurable but it's supposed to get your students from point a to point b and go deliver a transformation and yes so all the information is definitely out there it could be on webmd it could be on google it could be on youtube but it doesn't really promise any results right right so i'm sure it makes sense yeah so when it comes to diet for example there's plenty of diet programs out there there's always and there's plenty of um different workout training training right there's a crossfit one day right anything else the other day but so all the knowledge is out there but not everyone is fit with six packs at six-pack abs and living in billion dollar mansions right so all the knowledge is right it's not delivering the results so that's where your edge is going to come in when it comes to designing your online course okay that makes sense all right well thank you that that makes perfect sense all right do we have any more questions uh no i'm i'm good for tonight i just kind of need to get through more of the course i think yeah same but this was really good to just kind of hear everyone's ideas and stories yeah the same here i'm still relatively new so i like josh wanted to kind of just get a feel for how how it all ran and went and everything but okay uh great 100 and i'm really happy you guys showed up because uh because sometimes people think that they have to have a question before they show up and sometimes they think that oh i don't really have anything to ask that's why i'm not gonna show up but the fact that you guys showed up and i assume that you guys are going to show up next week and in the subsequent weeks that already uh that already like holds hold yourselves like i'm here to hold you guys to a higher standard and keep you guys accountable and keep you guys on track so i'm happy you guys showed up and uh definitely go through the program and if you have any questions definitely ask in the community great thank you okay sounds good that's good thank you chester all right wonderful have a good night thank you bye bye