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Becoming a Dog Ramp Mogul · What's Your Problem?

• 0:15
  Speaker 1: Pushkin. Maybe just to start, can you just, like, off
• 0:22
  Speaker 1: the top of your head, list a bunch of the
• 0:26
  Speaker 1: businesses that you've started in your life. Oh? Okay, yes,
• 0:32
  Speaker 1: that's a lot. I'm Jacob Goldstein and this is What's
• 0:38
  Speaker 1: Your Problem, the show where we talk to entrepreneurs and
• 0:40
  Speaker 1: engineers about the future they're going to build once they
• 0:43
  Speaker 1: solve a few problems. My guest today is Ramon van Nir.
• 0:48
  Speaker 1: He's been starting companies since he got kicked out of
• 0:50
  Speaker 1: high school in the Netherlands more than twenty years ago.
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  Speaker 1: A lot of companies. A construction company, online pianta website,
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  Speaker 1: soap opera blog, a YouTube channel, festivals in Vegas? What else?
• 1:06
  Speaker 1: What else? Oh? I did, an online travel company. And
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  Speaker 1: at the moment, Ramone runs an e commerce company that
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  Speaker 1: has sold tens of millions of dollars of ramps for
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  Speaker 1: docsins like ramps that let weener dogs get up and
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  Speaker 1: down off the couch. And as the owner of an
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  Speaker 1: online weener dog ramp business, Ramone has to figure out
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  Speaker 1: how to solve some really big global problems, you know,
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  Speaker 1: everything from jammed up supply chains to privacy fights between
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  Speaker 1: Facebook and Apple, and on top of that, even more interesting.
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  Speaker 1: Ramone is trying to solve these problems as a relatively
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  Speaker 1: small business in an era of giants. You know, there's
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  Speaker 1: this obsession right now with trillion dollar tech companies and
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  Speaker 1: ten billion dollar Decca Unicorn startups, but we do not
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  Speaker 1: hear much about this whole big ecosystem of thousands of
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  Speaker 1: small and midsize online businesses like the ones that Ramone
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  Speaker 1: has built. All these entrepreneurs who make stuff and sell
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  Speaker 1: stuff and solve problems and in many cases build multimillion
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  Speaker 1: dollar businesses. They build on top of the giant tech companies,
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  Speaker 1: and also once in a while they end up getting
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  Speaker 1: crushed by the giant tech companies. My conversation with Ramone
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  Speaker 1: started with his first big success, a blog about soap
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  Speaker 1: operas that he started back in twenty fifteen. At the time,
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  Speaker 1: he had never watched a soap opera, no Silicon Valley startup,
• 2:29
  Speaker 1: was thinking, hey, let's build a block for soap operas.
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  Speaker 1: Everybody was laughing at me when I was, you know,
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  Speaker 1: saying like, yeah, I just started a blog about soaps.
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  Speaker 1: Don't want to made me make a two personal at
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  Speaker 1: that time actually was going through a really difficult time
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  Speaker 1: personally and I'm a single father, was me and my son.
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  Speaker 1: You know, when I started this, I was literally at
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  Speaker 1: that time paycheck to paycheck barely. I actually paycheck to
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  Speaker 1: the less paycheck, like I barely could make the rent
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  Speaker 1: when I started soap op. And actually I think that
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  Speaker 1: helped me motivate, like, shit, I need to soon. As
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  Speaker 1: I saw like okay, we have ten dollars a day
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  Speaker 1: with soap Opera the blog, I said, Okay, I need
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  Speaker 1: to make this work. I can. I can get this
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  Speaker 1: to one hundred dollar day if I just work my
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  Speaker 1: ass off. So I'm interested in the work you did
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  Speaker 1: on that soap opera blog, and in particular, I know
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  Speaker 1: you used all these tools and sort of tricks that
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  Speaker 1: people can use to build a business almost for free.
• 3:32
  Speaker 1: So can you talk me through the story of how
• 3:34
  Speaker 1: you did that. You started out basically on Facebook? Is
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  Speaker 1: that right? At that time Facebook was it was a
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  Speaker 1: different time for Facebook where more or less two fifteen sixteen, okay,
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  Speaker 1: where it was very fairly easy and cheap to build
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  Speaker 1: a huge fan page around any topic, right, And I've
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  Speaker 1: learned very quickly, like okay, instead of building a fan
• 4:00
  Speaker 1: page about daytime TV shows or even soap operas. The
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  Speaker 1: best engagement you get if the fan pagees is targeted
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  Speaker 1: and niche as possible. And so I saw that building
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  Speaker 1: a fan page that just talks about days of our
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  Speaker 1: lives or just talks about the young arrest O soap
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  Speaker 1: because people don't care for these others. They just care
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  Speaker 1: for their soap. So you start these pages on Facebook.
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  Speaker 1: You figure out that building a page for one show
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  Speaker 1: is kind of the right way to do it. And
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  Speaker 1: then what do you do next? Yeah, as you can hear,
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  Speaker 1: I have an excellent English is now my first language.
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  Speaker 1: And I also am not really good at writing, and
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  Speaker 1: I don't watch the show, so I couldn't really write.
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  Speaker 1: So the idea was, okay, let's start a blog to
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  Speaker 1: write about what's going to happen tomorrow in the show.
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  Speaker 1: So I bought the domain first. I never buy a
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  Speaker 1: premium domain. I just bought whatever was available. What was
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  Speaker 1: it at that time of soap shows? Dot com? Dot com? Okay, yeah,
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  Speaker 1: so now I have the website. Now I need the content. Um,
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  Speaker 1: I cannot write it, So let's find a writer. So
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  Speaker 1: there's these websites platforms out there. I use upwork dot Com.
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  Speaker 1: You can basically hire any type of freelancer that you
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  Speaker 1: can think of. I found a writer that started writing
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  Speaker 1: one article day, and then we shared that on our
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  Speaker 1: fan pages. And that's how we started to drive traffic
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  Speaker 1: slowly from Facebook back to our website. And how are
• 5:42
  Speaker 1: you making money? UM? There's a service called Google ad
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  Speaker 1: Sense that's like everybody's seen the banners when you go
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  Speaker 1: to a website. Typically those banners are served by Google.
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  Speaker 1: And then the more traffic you get to your website,
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  Speaker 1: the more money you make. And it started with one
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  Speaker 1: dollars a day, and then five dollars a day, and
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  Speaker 1: then ten dollars, and then slowly, you know, and went up,
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  Speaker 1: keep going up. What did I get to? UM? Right
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  Speaker 1: before I sold the business, the company was doing or
• 6:11
  Speaker 1: a website was doing around four hundred thousand dollars a
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  Speaker 1: month in revenue. And then so it's making all this
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  Speaker 1: money and then you sell it, right, Yeah, for a lot,
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  Speaker 1: it's public, right, the amount of the sales much? How
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  Speaker 1: much was? It? Was close to nine million dollars in cash.
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  Speaker 1: After the break, Ramone takes his millions and starts investing
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  Speaker 1: in new businesses, including that company that makes ramps for
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  Speaker 1: wiener dogs. And he comes up against a few gnarly
• 6:40
  Speaker 1: global problems. Now let's get back to what's your problem.
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  Speaker 1: With the millions of dollars he got from selling a
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  Speaker 1: soap opera blog, Ramone invested in a few different companies.
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  Speaker 1: Some didn't work so well, but one that did was
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  Speaker 1: that company that sells ramps for wiener dogs, which apparently
• 7:02
  Speaker 1: wiener dogs tend to have spine trouble and so they
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  Speaker 1: can actually hurt themselves by jumping down from the couch
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  Speaker 1: or whatever. This is a show about technology and business
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  Speaker 1: we're doing here, not a show about wiener dog physiology.
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  Speaker 1: But in any case, the key thing for us is
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  Speaker 1: in this instance, Ramon did not start the company from scratch.
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  Speaker 1: He bought an existing online wiener dog ramp company for
• 7:23
  Speaker 1: around three hundred thousand dollars. The company was actually called
• 7:28
  Speaker 1: Sausage doc Central at the beginning, so they were really
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  Speaker 1: leaning into the wiener dog market, exactly the weiner dog market.
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  Speaker 1: And but I love the idea because it really it
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  Speaker 1: solves an actual problem for a target audience. The wiener
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  Speaker 1: dog ramp does feel like the sort of e commerce
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  Speaker 1: version of a blog for one soap opera, right, It's
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  Speaker 1: like this very narrow thing that some universe of people
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  Speaker 1: care a lot about. Yes, and nobody was looking at
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  Speaker 1: it seemed like with soap propose. So I bought this
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  Speaker 1: business instead of starting it, and the previous owner build
• 8:10
  Speaker 1: an amazing product, but they were not Internet marketers. So
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  Speaker 1: there was a lot of low hanging fruit that I
• 8:18
  Speaker 1: saw that I can, Hey, I can just you know,
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  Speaker 1: improve conversions, or I can do X y Z to
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  Speaker 1: increase revenue. So it's kind of like a house that's
• 8:29
  Speaker 1: like a nice house in a good neighborhood, but the
• 8:32
  Speaker 1: paints peeling off and the roof needs a patch, and
• 8:35
  Speaker 1: so you can get a deal on it and fix
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  Speaker 1: it up and make it worth a lot more. Yes,
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  Speaker 1: And that's funny, you say, because I used that same
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  Speaker 1: example all the time. Their website was very old, not pretty,
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  Speaker 1: the copy was not great, It was very difficult to navigate,
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  Speaker 1: it was very slow. So I thought, okay, we can
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  Speaker 1: just redesign it for fairly cheap, higher copywriter to make
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  Speaker 1: the copy and and make better pictures. That will for
• 9:01
  Speaker 1: sure increase the conversion rate, Like more people will buy
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  Speaker 1: once they're on the website. And did you also change
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  Speaker 1: the sort of commerce kind of backbone of it, the
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  Speaker 1: way that actual commerce back end of the site work. Yeah,
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  Speaker 1: so we switched to Shopify. Shopify is you know, to
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  Speaker 1: you like, I'm sure it's like Google or whatever, but
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  Speaker 1: most people don't know what Shopify is, and yet it's
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  Speaker 1: this giant force on the internet. Right, just talk for
• 9:27
  Speaker 1: a minute about Shopify. Yeah, Shopify, it's basically anyone can
• 9:33
  Speaker 1: set up your own store and start selling products within
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  Speaker 1: a matter of hours. I think that is their mission, right,
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  Speaker 1: that my mom, without knowing anything to code, could basically,
• 9:46
  Speaker 1: within a couple of hours, set up her own store
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  Speaker 1: and start selling whatever she wants to sell. And it's giant, right.
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  Speaker 1: What was there was some metrics I heard recently that
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  Speaker 1: there were more visits to Shopify sites than to Amazon
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  Speaker 1: over the last quarter or something like. It's like millions
• 10:03
  Speaker 1: of businesses at this point, certainly billions of dollars in
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  Speaker 1: revenue flowing through the businesses. Yeah, Shopify is actually on
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  Speaker 1: a mission to really compete with Amazon. And that's why Shopify,
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  Speaker 1: right sort of shot, they're succeeding that thread, right, the
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  Speaker 1: thing we were talking about earlier of you know, everybody
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  Speaker 1: is so focused on the giant tech companies and for
• 10:26
  Speaker 1: good reason. Right, clearly, they're extraordinarily large, powerful companies worth
• 10:29
  Speaker 1: paying a lot of attention to. But at the same time,
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  Speaker 1: there is this other parallel thread that I feel like
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  Speaker 1: you are emblematic of, and in a way, Shopify is
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  Speaker 1: kind of emblematic of, right of all of the dog
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  Speaker 1: ramp and soap opera blog and custom pinata businesses growing
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  Speaker 1: alongside the giants. Yeah, and it's it's really um especially
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  Speaker 1: last year, and you know, maybe this is a good
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  Speaker 1: pivot into like the e commerce you know world in
• 10:59
  Speaker 1: the last year. How much has changed it actually in
• 11:02
  Speaker 1: the last twelve months? Yeah, tell me, Yeah, what has
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  Speaker 1: changed for most has unfortunately has changed for the worst
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  Speaker 1: for a lot of e commerce, including ourselves. So on
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  Speaker 1: one hand, the supply chain has dramastically changed and we're
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  Speaker 1: still in it. But because with covid, there was a
• 11:27
  Speaker 1: huge backlog of containers coming from overseas to a point
• 11:32
  Speaker 1: where there were over one hundred container ships stuck at
• 11:36
  Speaker 1: sea waiting in front of Los Angeles Ports. So that's
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  Speaker 1: what does it mean to you? What does it mean
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  Speaker 1: to your business? So that means for me and a
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  Speaker 1: lot of companies is that we were not able to
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  Speaker 1: get inventory or if we ever got inventory huge delays.
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  Speaker 1: Instead of you know, waiting a month, it took three
• 11:57
  Speaker 1: to four months. But most importantly, the prices of getting
• 12:02
  Speaker 1: our products to our warehouse went up. Like for US
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  Speaker 1: ten x so we used to pay two thousand, five
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  Speaker 1: hundred to get one container from Asia to the United States,
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  Speaker 1: we got quoted twenty nine thousands. Well that's just for
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  Speaker 1: shipping to be clear of containers of dog correct. Yeah,
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  Speaker 1: And there's no I have to pay. It's like I
• 12:26
  Speaker 1: have to choose between not being able to sell something
• 12:30
  Speaker 1: or you know, just pay these fees. And that's just one.
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  Speaker 1: So just to be clear, this show is called What's
• 12:35
  Speaker 1: Your Problem, and we're definitely into the what's your problem
• 12:38
  Speaker 1: portion the interview. So what are you doing about the
• 12:41
  Speaker 1: supply chain problem? Can you do anything about that? Yeah?
• 12:43
  Speaker 1: So we moved our manufacturing to Mexico. Oh interesting, interesting
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  Speaker 1: from Asia? It was in China before? Where was it before?
• 12:54
  Speaker 1: We used China and Vietnam both countries. So okay, the
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  Speaker 1: supply chain problem, that's one big problem that you and
• 13:01
  Speaker 1: like every other importer and exporter on the planet are
• 13:05
  Speaker 1: dealing with, and like a lot of other companies, you're
• 13:08
  Speaker 1: moving product to Mexico? What else? What else you got?
• 13:11
  Speaker 1: What other problems are you working on? On the marketing side,
• 13:15
  Speaker 1: we had Apple making updates to their operating system called
• 13:20
  Speaker 1: to iOS fourteen updates, where it makes it more difficult
• 13:25
  Speaker 1: for em or for online businesses to target um their
• 13:31
  Speaker 1: potential audience. And just to be clear, like I remember
• 13:36
  Speaker 1: that as as an iPhone user last year, there was
• 13:40
  Speaker 1: some update and I was able to like opt out
• 13:43
  Speaker 1: of being tracked so intensively by Facebook and other similar companies.
• 13:48
  Speaker 1: It was like, not a huge deal to me, But
• 13:50
  Speaker 1: we also know that that that iOS update from Apple,
• 13:53
  Speaker 1: it wound up costing Facebook billions of dollars in lost
• 13:58
  Speaker 1: ad revenue because they could no longer track users like
• 14:01
  Speaker 1: me so so intensively. And then for you, it means
• 14:05
  Speaker 1: it's suddenly harder for you to get someone who is whatever,
• 14:10
  Speaker 1: who is a weener dog owner and is worried about
• 14:12
  Speaker 1: their dog spine, you know, to target exactly the customer
• 14:16
  Speaker 1: you want to target with your ants exactly what do
• 14:19
  Speaker 1: you do about that problem? Yeah, And that's a tough
• 14:22
  Speaker 1: problem and everybody, a lot of e commerce are trying
• 14:25
  Speaker 1: to figure that out. We're looking at you know, Okay,
• 14:27
  Speaker 1: what where else can we put our marketing dollars? Can
• 14:30
  Speaker 1: we do YouTube? Can we do TikTok? Can we you know,
• 14:33
  Speaker 1: we're all trying different things. Um, we we are allocating
• 14:38
  Speaker 1: some of our ad budget to influencers. That's been working
• 14:42
  Speaker 1: well for us. Okay, So like weener dog influencers. Is
• 14:45
  Speaker 1: there like the weener dog Queen of Instagram or something
• 14:48
  Speaker 1: who you're sponsoring? Now? Yeah, like funny like you have
• 14:52
  Speaker 1: you have? You have no idea? How I have no idea?
• 14:55
  Speaker 1: Dog have? How many instagrams about dogs are? Meaning like
• 14:59
  Speaker 1: dog insram like an actual you know, the influencers you're
• 15:03
  Speaker 1: sponsoring our dogs? Are you sponsoring? How many dogs are
• 15:06
  Speaker 1: you sponsoring? Well, we have a lots. Well, we're working
• 15:09
  Speaker 1: with four hundred influencers and the majority of them are
• 15:13
  Speaker 1: actually not a person, but it's actually a dog and
• 15:18
  Speaker 1: some of them have over a million followers and it's
• 15:21
  Speaker 1: just an account of a specific dog, you know, Rudy
• 15:25
  Speaker 1: the dog fluencer. Is there one dog fluencer that's like
• 15:30
  Speaker 1: killing it for you that's gonna save your business? No,
• 15:33
  Speaker 1: it's it's because it's always it's It does well in
• 15:35
  Speaker 1: the beginning, but after a couple of times, right, Like
• 15:39
  Speaker 1: their audience have seen our ads and then affects it
• 15:42
  Speaker 1: hard down right, So that makes it hard. You always
• 15:45
  Speaker 1: have to find new influencers and new you know. Um.
• 15:50
  Speaker 1: Actually the big takeaway is pivoting actually away from ramps.
• 15:54
  Speaker 1: The big problem with the ramps, it's like, okay, ramp,
• 15:57
  Speaker 1: it's a one time product. Sometimes a person buys another
• 16:01
  Speaker 1: one for the bed, but there is a ceiling. There's
• 16:04
  Speaker 1: technically going to be a day where I sold all
• 16:08
  Speaker 1: the all. You know, there's every Wiener dog will have
• 16:12
  Speaker 1: a ramp in the house right there. The bull is finished, right,
• 16:15
  Speaker 1: there's no more Wiener dogs that sell ramps too. You
• 16:18
  Speaker 1: gotta close up shot. Yeah, and so we are still
• 16:21
  Speaker 1: going to sell ramps, but it actually we six months
• 16:26
  Speaker 1: ago we really started to pivot to dog food. So
• 16:30
  Speaker 1: dog food, the lifetime value is a metric that is
• 16:35
  Speaker 1: used often in e commerce. Is like, the lifetime value
• 16:38
  Speaker 1: of a dog food customer is so much higher, meaning
• 16:41
  Speaker 1: it's thousands of dollars. Right, it's a dog owner and
• 16:44
  Speaker 1: presumably most people who have dogs, when their dog dies,
• 16:47
  Speaker 1: they get another dog. Right, So if I buy dog
• 16:49
  Speaker 1: food from you and I live for another forty years
• 16:52
  Speaker 1: and worth tens of thousands of dollars in dog food
• 16:54
  Speaker 1: sales to you exactly versus so the amount of work
• 16:59
  Speaker 1: to acquire you as a customer is more or less
• 17:01
  Speaker 1: the same if I'm selling a ramp or I'm selling food.
• 17:05
  Speaker 1: It's a little bit more difficult in food because it's
• 17:07
  Speaker 1: more like it's a little bit more tricky. But in essence,
• 17:11
  Speaker 1: it's like the amount of work I need a product,
• 17:14
  Speaker 1: I need a website, I need a warehouse, I need
• 17:17
  Speaker 1: you know, customer servers, I need ads. All these things
• 17:20
  Speaker 1: are the same if ourselves ramp or food. But if
• 17:24
  Speaker 1: I do all this work and try and sell and
• 17:27
  Speaker 1: focus more on food, the return on my time and
• 17:31
  Speaker 1: return on investment is so much higher because you know
• 17:34
  Speaker 1: you're going to keep coming back every two weeks or
• 17:36
  Speaker 1: every month. Coming up next, the Lightning Round, including the
• 17:42
  Speaker 1: biggest bet Ramona's ever made, and the one piece of
• 17:45
  Speaker 1: advice you give to someone who wants to start a business.
• 17:55
  Speaker 1: Let's get back to the show. We're gonna close with
• 17:57
  Speaker 1: the Lightning Round. Okay, Lightning Round, don't think about it
• 18:00
  Speaker 1: too much. I'm gonna try. Are you ready go? What's
• 18:02
  Speaker 1: the biggest bet you've ever made biggest bet was an
• 18:06
  Speaker 1: big EDM party in Holland. I set all my money
• 18:10
  Speaker 1: into one party plus more and it was a total flop.
• 18:14
  Speaker 1: I lost everything. What's your favorite app on your phone? Slack? Wow?
• 18:20
  Speaker 1: What's a trait you cannot stand in? A coworker? A
• 18:23
  Speaker 1: big ego? If you have a ten minute break? What
• 18:25
  Speaker 1: do you do to relax? I M call my son? Um.
• 18:31
  Speaker 1: I like that. You're giving me a little musical accompaniment
• 18:34
  Speaker 1: for the lightning round vibe? Oh yeah, this is my
• 18:37
  Speaker 1: dog just locally. What would you do if you couldn't
• 18:40
  Speaker 1: do what you do? I would do something in music? Yeah,
• 18:43
  Speaker 1: oh in music. What's a piece of advice you'd give
• 18:45
  Speaker 1: somebody who wants to start a business to not overthink
• 18:48
  Speaker 1: it and just start and improve along the way? That
• 18:55
  Speaker 1: was Ramone van Nier. The company he runs is called
• 18:58
  Speaker 1: Alpha Paul. Today's show was produced by Edith Russelo. It
• 19:03
  Speaker 1: was edited by Kate Parkinson Morgan and Robert Smith, and
• 19:06
  Speaker 1: it was engineered by Amanda Kwong. The music by Luis Gara.
• 19:09
  Speaker 1: Our development team is Lee, Tom Mulad and Justine Lang.
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  Speaker 1: A huge team of people makes What's Your Problem Possible?
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  Speaker 1: That team includes but is not limited to Jacob Weisberg,
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  Speaker 1: Mia Lobel have their Fame, John Schnars, Kerrey Brodie, Carli mcgleory,
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  Speaker 1: Christina Sullivan, Jason Gambrell, Brant Hayes, Eric Sandler, Maggie Taylor,
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  Speaker 1: Morgan Ratner, Nicolemrano, Mary Beth Smith, Royston Deserve, Maya Kanig,
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  Speaker 1: Daniella Lakhan, Kazia Tan and David Clever. What's Your Problem
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  Speaker 1: is a co production of Pushkin Industries and iHeartMedia. To
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  Speaker 1: find more Pushkin podcast listen on the iHeartRadio app, Apple Podcasts,
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  Speaker 1: or Where Effort. I'm Jacob Boldstein and I'll be back
• 19:45
  Speaker 1: next week with another episode of What's Your Problem.