Thursday, May 18, 2017

An Eight Figure Instagram Influencer?


In 2013, while sitting at a bar with a friend, Danny Nieves had a thought. He was helping a friend advertise his Cuban restaurant and told him that he would post his menus onto doors by rubber-banding them to doorknobs in his neighborhood..


The idea was a hit. It garnered local attention and had business booming at his friend's restaurant..


This bright idea spawned into the thought that, if it could work for his friend's Cuban restaurant, maybe other nearby restaurants would pay him to add their menus to doorknobs. Nieves got to work. Stapling together menu after menu, he began dropping them off on every single doorknob he could.

The business idea saw explosive growth. Sales for those restaurants skyrocketed and he knew he was onto something. But he hated stapling together the menus and having to attach them one by one. However, it was at that bar, scrawled on a drink napkin, that he planned out his approach, detailing how he would saturate the homes with advertisements.

Instead of stapling them together, he knew that a better way would be to create an attractive door coupon that he could hang directly on the doors. He envisioned it being something stylish and colorful with a high-quality design. And by fashioning it directly to the doorknob in both its design and delivery, he knew that homeowners would take notice.


This idea gave birth to a revolutionary new form of marketing that largely hadn't been done before on any scale. Sure, advertisers have been leaving coupons on doorsteps and rubber banding them for ages onto doorknobs, but no business prior to this has created a coupon designed specifically to be hung on doors.




Nieves contemplated the whole idea and decided to dive in headfirst.

And out came Local Door Coupons. Enlisting the help of a couple of friends, Nieves joined forces with Brian Tiejerino and Juan Falcon to help with sales and marketing, each receiving a share of the business to help get it off the ground and scale while keeping costs down.

However, early on, Nieves struggled to gain traction. It wasn't because the idea wasn't revolutionary; it was. The problem was scaling the business fast enough. Nieves, like any other successful entrepreneur, knew that he needed help. He faced a dilemma that many business owners face -- he needed the proper amount of capital if he was really going to scale the business fast enough to reach that proverbial tipping point that so many are vying for.


The Millionaire Mentor

While Nieves had been plotting his ceremonious takeover of doorknobs at houses all over the country, Jason Stone had recently launched a social media profile called Millionaire Mentor. One month after his house got robbed because he had posted vacation pictures from Orlando on social media, and after he had deleted all his social media profiles, Stone committed to making his comeback, but this time doing it differently.


As an individual who's amassed a breathtaking 2.4-million number of followers in the span of just a few short years, Stone came back, and he came back with a vengeance. It was nearly a decade before that he had met Nieves. And during this very exciting upturn in followers on Instagram, and on his way to influencer status, Nieves and Stone sat down to discuss the future of Local Door Coupons.


Originally, Nieves pitched Stone for a small business loan. But Stone didn't buy into it. He wasn't interested in lending money, even if it was to a friend. To make matters worse, it was a poor pitch and not enough to peak his interest in a company with a short track-record.

However, after the two parted ways, Nieves thought about it for a bit. At this point Stone had surpassed roughly 1 million followers on his Instagram account. One week later, Nieves changed his tune and pitched him as an equity partner. Stone agreed, loaning Nieves $50,000 in exchange for a 20% share in the business.

From that point, it took the group roughly one year to complete all the documents and processes required to create a franchise business and in July, 2016, Stone began promoting the franchises on his wildly-popular Instagram account, which had now surpassed 2 million followers.


With Stone's reach, this was a no-brainer.

He was able to post messages about Local Door Coupons and able to easily acquire franchisees that were willing to shell out the franchise fee of $22,500. As the franchises began piling on, Local Door Coupons' saturation into the nationwide market increased.

The team struggled to keep up with the volume of franchises coming in, which has been averaging between 4 to 8 per month and growing very quickly. This has been done without a single dollar spent on advertising. Almost every franchise has come through Stone's Instagram account, which shows you the power and leverage of having such massive influence on social media.

For a business that's never been done before, the team's success is impressive to say the least. The first-ever time it was posted on Stone's Instagram account, they received over 200 completed applications for franchises.


In the last 8 months alone, there have been over 2,000 applications of individuals completing a full franchise request form with all of their information.


The business has since scaled dramatically, with a saturation of nearly 2 million homes in the United States that are receiving door coupons delivered directly onto their doors. The company, which not only distributes the door coupons, but also designs and prints them, has seen tremendous growth since the idea was born in 2013, but none so much as when the influence of social media gave it a supercharged boost.

Today, they struggle with the on-boarding of franchises due to such enormous interest being spurred by the massive exposure. And with virtually no costs required to advertise their franchise business, it's clear that Local Door Coupons is on its way to finding its way to finding itself on every one of the 125 million doorknobs in the United States.

Guest Authored By R.L. Adams. R.L. Adams is an Author, blogger, software engineer and serial entrepreneur. Contributor to some of the biggest media platforms including Forbes, Entrepreneur Magazine, Huffington Post and Engadget. Founder and curator of WanderlustWorker.com, one of the most popular inspirational blogs in the world. Follow R.L. Adams on Twitter.





"While most of us are firm believers in having the right marketing approach, having an Instagram influencer to help you champion your cause is quite possibly one of the most powerful methods for scaling a business of any kind at a massive scale.

Clearly, what Nieves did by offering Stone equity was likely one of his smartest moves.."


    • Authored by:
      Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
    Follow Me Yonder..                     Instagram