hi I’m Evan Carmichael and welcome to another edition of modeling demasters
another edition of modeling demasters
another edition of modeling demasters today we’re going to look at how a
today we’re going to look at how a
today we’re going to look at how a former gym manager and how a dance
former gym manager and how a dance
former gym manager and how a dance instructor mortgaged their home the
instructor mortgaged their home the
instructor mortgaged their home the started business they felt was needed
started business they felt was needed
started business they felt was needed then moved everything to Australia and
then moved everything to Australia and
then moved everything to Australia and later how they sold their business for
later how they sold their business for
later how they sold their business for 600 million dollars this is a story of
600 million dollars this is a story of
600 million dollars this is a story of Jenny Craig and the top three lessons
Jenny Craig and the top three lessons
Jenny Craig and the top three lessons that you can learn from her success
Jenny Craig is an American weight-loss
Jenny Craig is an American weight-loss guru and founder of Jenny Craig
guru and founder of Jenny Craig
guru and founder of Jenny Craig incorporated Craig was raised in New
incorporated Craig was raised in New
incorporated Craig was raised in New Orleans and married Sidney Craig in 1979
Orleans and married Sidney Craig in 1979
Orleans and married Sidney Craig in 1979 in 1983 she and her husband created a
in 1983 she and her husband created a
in 1983 she and her husband created a nutritional fitness and weight loss
nutritional fitness and weight loss
nutritional fitness and weight loss program in Australia they founded the
program in Australia they founded the
program in Australia they founded the company and began offering the program
company and began offering the program
company and began offering the program in the United States in 1985 the company
in the United States in 1985 the company
in the United States in 1985 the company became a part of Nestle nutrition in
became a part of Nestle nutrition in
became a part of Nestle nutrition in 2006 the story begins after Jenny had
2006 the story begins after Jenny had
2006 the story begins after Jenny had her second daughter she discovered that
her second daughter she discovered that
her second daughter she discovered that she couldn’t lose the weight she’d
she couldn’t lose the weight she’d
she couldn’t lose the weight she’d gained as easily as she had before she
gained as easily as she had before she
gained as easily as she had before she was 45 pounds overweight I knew she had
was 45 pounds overweight I knew she had
was 45 pounds overweight I knew she had to change something she mortgaged her
to change something she mortgaged her
to change something she mortgaged her house and used the money to open up her
house and used the money to open up her
house and used the money to open up her own gym and call it pathetic the gym
own gym and call it pathetic the gym
own gym and call it pathetic the gym became extremely popular and she soon
became extremely popular and she soon
became extremely popular and she soon sold and went on the hunt for a new
sold and went on the hunt for a new
sold and went on the hunt for a new venture that’s where she met Sid Craig a
venture that’s where she met Sid Craig a
venture that’s where she met Sid Craig a partner with body contour incorporated a
partner with body contour incorporated a
partner with body contour incorporated a chain of women’s fitness salons Sid
chain of women’s fitness salons Sid
chain of women’s fitness salons Sid Craig went to New Orleans to open up a
Craig went to New Orleans to open up a
Craig went to New Orleans to open up a body contour salon and hired Jenny as
body contour salon and hired Jenny as
body contour salon and hired Jenny as his first employee the rest is history
his first employee the rest is history
his first employee the rest is history they got married in 1979 and became
they got married in 1979 and became
they got married in 1979 and became frustrated with their business because
frustrated with their business because
frustrated with their business because they wanted to offer more nutritional
they wanted to offer more nutritional
they wanted to offer more nutritional guidance SIDS partners refused and the
guidance SIDS partners refused and the
guidance SIDS partners refused and the Craig sold the business to them as a
Craig sold the business to them as a
Craig sold the business to them as a result the deal carried a two-year
result the deal carried a two-year
result the deal carried a two-year non-compete clause in the United States
non-compete clause in the United States
non-compete clause in the United States so the Craig’s both in their 50s moved
so the Craig’s both in their 50s moved
so the Craig’s both in their 50s moved to Australia to start their nutritional
to Australia to start their nutritional
to Australia to start their nutritional company Jenny Craig incorporated they
company Jenny Craig incorporated they
company Jenny Craig incorporated they created 69 centers in Australia and then
created 69 centers in Australia and then
created 69 centers in Australia and then moved to the u.s. once a non-compete
moved to the u.s. once a non-compete
moved to the u.s. once a non-compete expired in 1991 the company would public
expired in 1991 the company would public
expired in 1991 the company would public and generated seventy three and a half
and generated seventy three and a half
and generated seventy three and a half million dollars in capital five years
million dollars in capital five years
million dollars in capital five years later after having expanded to the
later after having expanded to the
later after having expanded to the United States New Zealand Canada Puerto
United States New Zealand Canada Puerto
United States New Zealand Canada Puerto Rico and Guam the Craig’s decided to
Rico and Guam the Craig’s decided to
Rico and Guam the Craig’s decided to sell the company to Nestle
sell the company to Nestle
sell the company to Nestle 600 million dollars
so the next question becomes how can you
so the next question becomes how can you model the success of Jenny Craig here
model the success of Jenny Craig here
model the success of Jenny Craig here are three action items and you could put
are three action items and you could put
are three action items and you could put the use into your business action item
the use into your business action item
the use into your business action item number one promote promote promote built
number one promote promote promote built
number one promote promote promote built in a better mousetrap is not enough
in a better mousetrap is not enough
in a better mousetrap is not enough anymore to get a company off the ground
anymore to get a company off the ground
anymore to get a company off the ground you need to aggressively promote your
you need to aggressively promote your
you need to aggressively promote your business to make sure your customers
business to make sure your customers
business to make sure your customers know that you exist from advertising and
know that you exist from advertising and
know that you exist from advertising and public relations to search engine
public relations to search engine
public relations to search engine optimization and social media you have
optimization and social media you have
optimization and social media you have many opportunities to spread the word
many opportunities to spread the word
many opportunities to spread the word about your company and he should never
about your company and he should never
about your company and he should never take your foot off the gas in the
take your foot off the gas in the
take your foot off the gas in the company’s early years Craig made sure
company’s early years Craig made sure
company’s early years Craig made sure that exactly 10% of sales was directed
that exactly 10% of sales was directed
that exactly 10% of sales was directed back into commercial advertising each
back into commercial advertising each
back into commercial advertising each and every year individual franchises
and every year individual franchises
and every year individual franchises were also expected to spend 10 percent
were also expected to spend 10 percent
were also expected to spend 10 percent of sales or at least $1,000 a week on
of sales or at least $1,000 a week on
of sales or at least $1,000 a week on local advertising for their own centers
local advertising for their own centers
local advertising for their own centers they used traditional advertising on
they used traditional advertising on
they used traditional advertising on television programs leverage celebrity
television programs leverage celebrity
television programs leverage celebrity endorsements and created direct mail
endorsements and created direct mail
endorsements and created direct mail campaigns but they also tried many
campaigns but they also tried many
campaigns but they also tried many offbeat approaches as one example Sid
offbeat approaches as one example Sid
offbeat approaches as one example Sid got the company a lot of publicity
got the company a lot of publicity
got the company a lot of publicity during one televised international
during one televised international
during one televised international cricket match where cameras picked up on
cricket match where cameras picked up on
cricket match where cameras picked up on a sign in the crown directed at the
a sign in the crown directed at the
a sign in the crown directed at the captain of the English team that that
captain of the English team that that
captain of the English team that that read see Jenny Craig quick
Akshat I know number two offer products
Akshat I know number two offer products and services I believe the best way to
and services I believe the best way to
and services I believe the best way to build a business is to start a service
build a business is to start a service
build a business is to start a service it’s low cost and gets you close to your
it’s low cost and gets you close to your
it’s low cost and gets you close to your customers your chances of survival are
customers your chances of survival are
customers your chances of survival are much higher and you learn what future
much higher and you learn what future
much higher and you learn what future services and products your clients need
services and products your clients need
services and products your clients need once you’ve established a base of
once you’ve established a base of
once you’ve established a base of customers and know exactly what’s
customers and know exactly what’s
customers and know exactly what’s missing in the marketplace you can
missing in the marketplace you can
missing in the marketplace you can create your products you’ve got cash
create your products you’ve got cash
create your products you’ve got cash flow from your service business to keep
flow from your service business to keep
flow from your service business to keep the company running and you’ve got a
the company running and you’ve got a
the company running and you’ve got a loyal group of clients who are ready to
loyal group of clients who are ready to
loyal group of clients who are ready to buy Jenny Craig had the same philosophy
buy Jenny Craig had the same philosophy
buy Jenny Craig had the same philosophy her business started with Jenny Craig
her business started with Jenny Craig
her business started with Jenny Craig centers where they would help clients
centers where they would help clients
centers where they would help clients establish a workout program offer
establish a workout program offer
establish a workout program offer nutritional guidance and also give
nutritional guidance and also give
nutritional guidance and also give motivational services her business grew
motivational services her business grew
motivational services her business grew every year as she added more centers and
every year as she added more centers and
every year as she added more centers and people to her team it was a very
people to her team it was a very
people to her team it was a very successful service based business
successful service based business
successful service based business Jenny Craig’s big break came when she
Jenny Craig’s big break came when she
Jenny Craig’s big break came when she started offering prepared food products
started offering prepared food products
started offering prepared food products as a part of her offering she brought on
as a part of her offering she brought on
as a part of her offering she brought on board a highly qualified staff of
board a highly qualified staff of
board a highly qualified staff of dieticians psychologists and physicians
dieticians psychologists and physicians
dieticians psychologists and physicians to help her create a menu that was
to help her create a menu that was
to help her create a menu that was healthy and nutritional in doing so
healthy and nutritional in doing so
healthy and nutritional in doing so Jenny’s cuisine became a central
Jenny’s cuisine became a central
Jenny’s cuisine became a central component to her program all of her
component to her program all of her
component to her program all of her clients were required to purchase these
clients were required to purchase these
clients were required to purchase these portion and calorie controlled foods
portion and calorie controlled foods
portion and calorie controlled foods which included over 60 different
which included over 60 different
which included over 60 different breakfast lunch dinner dessert and snack
breakfast lunch dinner dessert and snack
breakfast lunch dinner dessert and snack options Jenny’s cuisine proved so
options Jenny’s cuisine proved so
options Jenny’s cuisine proved so popular that the company’s gross
popular that the company’s gross
popular that the company’s gross revenues from food sales increased to
revenues from food sales increased to
revenues from food sales increased to 91% by 1993
91% by 1993
91% by 1993 it’s important as an entrepreneur to
it’s important as an entrepreneur to
it’s important as an entrepreneur to never give up on your idea every
never give up on your idea every
never give up on your idea every business owner will face a moment of
business owner will face a moment of
business owner will face a moment of crisis which forces you to think whether
crisis which forces you to think whether
crisis which forces you to think whether it’s all worth it the long hours the
it’s all worth it the long hours the
it’s all worth it the long hours the mounting debt the personal sacrifices
mounting debt the personal sacrifices
mounting debt the personal sacrifices these moments will help define you as an
these moments will help define you as an
these moments will help define you as an entrepreneur it’s the founders who stare
entrepreneur it’s the founders who stare
entrepreneur it’s the founders who stare those home and square in the face and
those home and square in the face and
those home and square in the face and keep on building who go on to be the
keep on building who go on to be the
keep on building who go on to be the ultra successful entrepreneurs from
ultra successful entrepreneurs from
ultra successful entrepreneurs from losing weight to starting her own
losing weight to starting her own
losing weight to starting her own business to not being able to run her
business to not being able to run her
business to not being able to run her business in America
business in America
business in America Craig has proved that with perseverance
Craig has proved that with perseverance
Craig has proved that with perseverance anything is possible when the Craig’s
anything is possible when the Craig’s
anything is possible when the Craig’s first sold their chain of body contour
first sold their chain of body contour
first sold their chain of body contour gems they did so an agreement to a
gems they did so an agreement to a
gems they did so an agreement to a non-compete clause they were not allowed
non-compete clause they were not allowed
non-compete clause they were not allowed to set up shop again anywhere in the US
to set up shop again anywhere in the US
to set up shop again anywhere in the US for two years and so refusing to wait
for two years and so refusing to wait
for two years and so refusing to wait two years before they could make their
two years before they could make their
two years before they could make their next move the couple went on a search
next move the couple went on a search
next move the couple went on a search for their next destination where could
for their next destination where could
for their next destination where could they begin their new line of fitness
they begin their new line of fitness
they begin their new line of fitness centers what country was similar to the
centers what country was similar to the
centers what country was similar to the u.s. in terms of diet and fitness levels
u.s. in terms of diet and fitness levels
u.s. in terms of diet and fitness levels but presented no language barrier the
but presented no language barrier the
but presented no language barrier the crowds decide in Australia the friends
crowds decide in Australia the friends
crowds decide in Australia the friends thought they were nuts but the couple
thought they were nuts but the couple
thought they were nuts but the couple never gave up and turned their new
never gave up and turned their new
never gave up and turned their new business into a company that sold for
business into a company that sold for
business into a company that sold for six hundred million dollars
so remember promote promote promote use
so remember promote promote promote use products and services and never give up
products and services and never give up
products and services and never give up I wanted to end the video today by
I wanted to end the video today by
I wanted to end the video today by sharing one of my favorite true stories
sharing one of my favorite true stories
sharing one of my favorite true stories about Jenny Craig Jenny met Sid through
about Jenny Craig Jenny met Sid through
about Jenny Craig Jenny met Sid through an ad that Sid placed in a newspaper
an ad that Sid placed in a newspaper
an ad that Sid placed in a newspaper looking for a team to open up his New
looking for a team to open up his New
looking for a team to open up his New Orleans body contour salon according to
Orleans body contour salon according to
Orleans body contour salon according to Jenny Craig Sid run an ad in the paper
Jenny Craig Sid run an ad in the paper
Jenny Craig Sid run an ad in the paper I had just sold my business and I was
I had just sold my business and I was
I had just sold my business and I was looking for a franchise I thought it
looking for a franchise I thought it
looking for a franchise I thought it sounded interesting so I wouldn’t see
sounded interesting so I wouldn’t see
sounded interesting so I wouldn’t see what it was all about
what it was all about
what it was all about thank you for joining me for another
thank you for joining me for another
thank you for joining me for another edition of modeling the masters I hope
edition of modeling the masters I hope
edition of modeling the masters I hope you enjoyed I’d love to hear your
you enjoyed I’d love to hear your
you enjoyed I’d love to hear your thoughts and comments if you want to
thoughts and comments if you want to
thoughts and comments if you want to leave feedback below the video and stay
leave feedback below the video and stay
leave feedback below the video and stay tuned for the next episode
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