Entrepreneurs, steve: Hi there. I am the founder of floridapark in which I believe that entrepreneurs alter… Yeah, so I know that it’s going to appear hokey and trite, but change the entire world. If you do not buy into that, you may at the conclusion of the meeting notice that a few people’s worlds may change. In preparation for this meeting, I moved on YouTube and I obtained… I moved down a rabbit hole. There are individuals who can draw their hair where there is spots within their heads. There’s a title for thisparticular, which the guest of today will inform us. There are those who bite their nails and… Really, I’ve noticed there are a fantastic deal of individuals who bite their nails. I believe Gary Vaynerchuk who speaks about being responsible for his life… You’re grinning. Is that Aneela, correct? Have you noticed that?
Aneela: . A lot of individuals bite their nails.
Aneela: I really haven’t heard of him specifically.
I know the podcaster who enjoy about how tough he works like Gary, talks, Casey Neistat. These guys are individuals that are disciplined that are these. I’m 99% convinced that Casey Neistat bites Gary Vaynerchuk and his claws . It’s surprising how a lot of people have these kinds of customs and more.
There was one woman who was only… I do not want to get overly heavy inside. A few of those items are like dreadful customs that… Well, I should not say horrible, it would be judgmental. For them they consider that individuals judge themand it goes down all of the way . It is seen by them. They make such videos on YouTube speaking in their own pain and you believe, all it is similar to one weirdo individual who is going through it. No, examine the comments. There are men and women who undergo the exact identical thing. Have a look at the opinion counts. There are those that are currently going through it.
Because number one, I really do go into bunny holes of research in prep for an interview is that this really something? Can people watch it? What exactly do people do for this? And what I discovered was that there were lots of people who had these problems pulling their hair. Frequent individuals. Interesting Lives. They’ve instant channels which talk about their own lives and business, by way of instance, you understand, this isn’t the be all and end all their lives, however it’s a issue for them.
And today’s guest produced something which goes.
Thus, the voice of the person whose is Aneela Idnani. She is HabitAware’s founder. They produce this bracelet that is wise which you put on your wrist. It looks . There, she is wearing it. I am contemplating it. It appears like one of those trackers that lets you know once you’re conducting or just how many steps you’ve taken. But what it really does is it lets you know on your obsessive habit for example hair pulling which you are more conscious of this, and it ends up when folks are more aware of it because they have it done, they reduce the number of occasions they do it since it’s simply delight in this habit and they really also do so… What’s it?
Aneela: . A vibration type of like you obtain a text message in case your phone is on your pocket.
Much like that. And it is detected by them. All appropriate. And now we will find out the way she turned into a real business , how she is going and the way she is getting customers, each the typical business stuff using a little bit of awareness for me concerning the way a entrepreneur is changing people’s lifestyles, all thanks to 2 unbelievable sponsors. The first I have been using them for a interval that is longlong, and they reached out for me personally. The founder said and did,”I’m a longtime listener, Steve.” I’d love to promote our bunch. And we have got them. The page ClickFunnels, and also manufacturing folks is one of my own sponsors. And the next is really a company that in the event you’re doing marketing just like Aneela is performing and you’re using another email marketing provider, I will convince you to change around to ActiveCampaign. I will say why later and I will tell the viewer later.
To start with, let us enter the dollars and cents. This is not just delight in a company. You are selling.
Aneela I can’t go into specifics, but we have sold in the tens of thousands. We started the company at 2014, spent a couple of decades really constructing prototypes and getting to fabricating ready and really started sending 2016… I’m sorry. In 2017.
Aneela: To the two years we have been promoting direct to client on the site, and we’ve sent around the globe to over 55 countries. We have obtained a four-star consumer score. We have got over 600 therapy professionals that are, all of us call friendlies that believe in what we’re doing and advocate our merchandise. I can’t offer earnings to you.
Steve: Incidentally, I really have earnings in my display, once you told us we’re very most likely to keep it personal, but we didn’t inform you. Are you familiar saying if it’s over or under $ 1 million?
Aneela: It is in that array.
Steve: complete or During this variety annually?
Steve variety is ? And you made your sale ?
Aneela: 2017 has been transport of pre-sales.
Steve: Ok. Just about a few years you have already been doing. Oh, for transportation. Got it. And there’s a reason. Have you got?
Aneela: we have a lot of illustrations on our website at habitaware.com on our website area. I really simply hit on tug on the newsletter campaign where we send out tales of people that are altering their lives and really finding themselves and discovering their self love, their, and taking charge of those behaviors.
I’m likely to go in a manner that is different. There is one moment you and your partner were married I believe in the present time. You walked to receive your a brow pencil?
Do you do it and what exactly happened? Tell this story to me.
Aneela: . So I been yanking on my lashes and my curls because I had been 12 or even 10 years of age. So you talked about from the YouTube videos, of being judged, individuals are ashamed about this disorder fearful, thus we do not inform our loved ones. We readily goes to YouTube and speak with strangers on it and construct community online, but for us to visit a parent or a partner or girlfriend or boyfriend, it’s a whole good deal more difficult to say,”Hey, I pull out my hair or I.. .”
Steve: And that day you walked to receive your pen because what you tried to do? And what exactly happened?
Aneela: ” I had been trying to cover the gaps I had pulled away of the day.
Steve: What’s that if it was saw by him?
Aneela: . And he …
Steve: He looks at you and also he sees. He puts you will find openings on your eyebrows.
Aneela: It had been noticeable that day. That is the guy that I wed. That is the guy which I promised to dedicate my entire life with illness and wellness and that I had known him for decades, however I had been training myself this whole for 20 years to be certain no one saw, and in the instant it was finished. I just broke down and informed me that I’ve trichotillomania, that’s the name for disease.
Steve: And he would not view it and you are sleeping next to him?
Aneela: It is. It’s not something which you really hear. And I would have the cosmetics on so you could not really see it, however it is cut off and it is…
You’d sleep with makeup.
Aneela: A little bit.
Steve: A small touch on your forehead. And just how far back does that go you’re yanking on your eyebrows?
I began when I was 10, 12’ish. Yeah.
Aneela: It’s really hard to know. I believe for me it started when I moved to a new city and I just felt sort of out of place and it was kind of a soothing mechanism. I had been a thumb-sucker as a baby, and then I used to twirl my hair as a little bit older kid. And I think it was just sort of a natural progression of this is how I deal with stress, boredom, tiredness, and it was my go-to, only became my go-to.
Steve: You know what? I wonder whether the fact that there is a name for it maybe makes it feel more remote and enjoy someone else’s difficulty because it is a pathology and maybe I’ve got some I wouldn’t consider to be pathologies. Like I feel my palms. I noticed it only now because I’ve been performing time-lapse videos of myself working on my GoPro. And in time-lapse you can see a good deal of… I place my finger in my mouth and I just kind of snack on it because I can’t sit still. Like, I’m typing in my iPad but I am moving around all of the time. Why is it distinct moving round like biting my head or my index finger as I am thinking? What’s distinct about that from yanking hair?
Aneela: The umbrella disorder is really called body-focused repetitive behaviors. So anything like that where you are using your body as your method of coping. Therefore it could be teeth scratching, it might be baldness, it could be biting your nails, something where you’re constantly doing this where, you do not really realize it is happening. It is more your subconscious that’s just channeling this nervous energy that you have.
That’s not a scientific method of describing it, but it is just an easy way to sort of understand it’s that when you are working, there is this nervous energy and then there is this energy that you’re channeling to your job, but that anxiety has to sort of escape somehow. And so that is what it is, but what makes it a disorder, what makes it something that people want to try to treat is your stage of how you saw on the YouTube videos. It gets to a point where there is bald spots or you bled your claws into the stage of infection where it’s starting to inhibit your ability to live a full life, while it’s bullying or your own self-confidence shrivels up because of what is happening to you on the outside, on the inside, and that is when folks start looking for help.
Steve: You had a project. Can you… When you were a senior integrated producer for Fallon, did you create your Indian parents happy?
Aneela: I made my Indian parents happy once I handed them my CPA license and after studying accounting and working in bookkeeping for a few decades.
Steve: This was it. I have this itch to construct an app,” which I’m guessing was Kid About, right?
Steve: How did they feel about their daughter who eventually made great who had a documented, such as…
Aneela: Well, by that time I was married and someone else’s issue.
Steve: Okay. And so did you quit the job to go and construct this program?
Aneela: Yeah. Rapidly growing up, Indian parents, very much either business or medicine so I gave… Clearly, I’m in business, so that it worked out precisely the way they were praying and trusting. However, I had this itch inside me back in 2006’ish, 2004, 2005’ish after bookkeeping where I just wanted to do something much more creative and something more fulfilling. And for me advertising was the reply to that question, which I am shaking my head, it really was not. I’ve learned after more years that it wasn’t. However, it gave me the skills that I needed to start considering problem-solving and construction products and designing products. Hence that the advertising process is quite much like the entrepreneurial procedure. So I suggest anyone that’s younger that wants to begin a business, go into advertising for a small while and just keep your eyes open.
Steve: What did you learn? What was the procedure?
Aneela: So the method is, who is your client? What are their problems? How can you accomplish them? What messages are going to resonate? There you are building… you’re composing a TV spot or constructing a website or a banner ad campaign. For an entrepreneur, the item is the item. For an advertising agency, the item is your advertisement.
Steve: Ok. Do you remember one of those products that you worked on possibly IBM in which you had to understand their customer before you may begin thinking beyond this?
Aneela: Yes. So, IBMwe were working on Watson which today is everyone understands is this big AI artificial intelligence machine. We were working around like,”Hey, how can we wrap our heads around this new technology and explain it? And how do we show that it’s going to affect your life in a positive way?”
Steve: And so who was the client for Watson, because I have seen entrepreneurs here in San Francisco sign up and operate with Watson to add more intelligence for their applications, but also Apple incorporated it and then there is us as individuals who utilize Watson sometimes just to get answers? So how did you narrow it down that the client was so you can begin communicating to these?
Aneela: . Anyone can get their API believe right now and build.
Steve: Got it. So you’re thinking,”How can we get small businesses to start using Watson?” Got it. I take it back. It wasn’t Watson that Apple incorporated into Siri, it was… I forget exactly what the search engine was they had, the one that’s named after the creator. However, I get it. So what you have to do is know,”Who’s this?” Of all of the people who could be using this wonderful technology which does business intellect, that believes nearly, who are we going after? What do they want it for? Got it. What’s their problem? Was that one of those big things you did?
Aneela: What is their problems from the strategy period? Who’s our economy? What’s their problem? How can our product solve their issue and how can we explain that?
Steve: What the difficulty your customers had that Watson helped with?
Aneela: I can’t speak to Watson only since it was so long ago and my memory is not so good. But in my own Fallon dayswe were working with a big pet food company and we wanted to help them create a connected chunk that would help them stay attached to their furry friend. And that was way before… This was before anyone… Like, today you proceed on Kickstarter, there’s like 20 of these. And we’re only trying to market something that could also sell pet food, right, at the conclusion of the day.
Aneela: But something fresh, something novel that could get people talking about this pet food brand in a new manner and reveal that,”Hey, we realize you as a pet parent, you feel such a link for your pet, to your dog that you wish to understand how they’re doing during the day even though you’re not there and you also wish to ship them a message during this little ball or you would like to track their… Are they getting enough playtime? Are they moving enough because you really care about their health?” Therefore those insights lead to this idea of a connected ball. We got it off the floor, sadly, but proceed on Kickstarter, I am certain that you can find plenty today.
Steve: I’ve been googling it as you spoke. Apparentlythere are a whole lot of smart dog goods today. Okay. So you started this program. What happened to the app?
Aneela: So Kid Around was a mobile app. I was very a creative child and I used to perform photo scrapbooking a whole lot. I used to take photos on these disposable cameras, then go print them, cut them out and make interesting scrapbooks for my friends. With the advent of the iPhone, I stopped doing this. I lost… I call that the photos in the Peninsula. It’s where good memories move to perish almost since you never really look back.
And so my idea was to create a mobile program that helped parents… I was also a new mother at the moment. That helped parents find cool things to do in your city and give the children a way to engage with technology but still connecting them into the real world, thereby giving them scavenger hunt ideas of photos to take at the children’s museum or in the heritage museum or at the science museum so they were using the app to answer trivia questions or to shoot photos, building up a scrapbook that you could just hit Print at the conclusion of your journey somewhere or in the end of your, you know, hometown weekend.
We got quite far in building out it and in analyzing and in even getting it into the App Store, but two things sort of held me back. One was the organic force of character that came with the creation of HabitAware. So I had been pulling a lot because I had just quit my job, I had been super stressed, ” I had been super low-confident in my abilities as a graphic designer building this program, and I had been pulling. And my husband grabs me and we start on this sort of trail with HabitAware. And so that was one thing was just the doorways sort of just kept opening for HabitAware in terms of I’ve lost…
Steve: As you said,”If only I could understand that I’m doing so, I think I would be conscious enough to prevent.” Is that correct?
Aneela: Yup, that was it.
Steve: And you said,”Okay. He grabbed me and the jig is up. That is now finally a thing. We have to face it, but I can not just stop because I’m conscious of it.” And is that when you created the first bracelet together with the bells on it?
Talk about everything that looked like and why you did it.
Aneela: . So we didn’t want to jump straight to technology and we’re technophiles, but not technologists, therefore even if just the two of us kind of working collectively we had to move low-fi. We went to Michaels, we got a slap bracelet and added jingle bells. And only the idea was,”Hey, if I can be notified that my hands is listening and here the jingles, then, well, is that sufficient information for me to make a new choice?” And it began to work. It was superb. Like, everyone in my ad service at the time was like,”What’s that noise?” And I am like,”Oh, do not worry. Just me” So it was functioning, however, it was every time I raised my hand…
Aneela: Yeah. But it had been sufficient to say,”Okay. Check the box which, yes, this idea of, if I know my hand is here, can I stop? Can I acknowledge? Can I create a new choice?” And so that has been sufficient to say,”Alright, let’s go to another step,” that’s,”Let us try to discover a technical team to assist us construct something that has actual detection capability and put that prototype on.
Steve: Okay. Let me have a little time to talk about my first host, and then we’ll come back in here and see how you found your co-founders. I am going to really tell you I believe that you should use ClickFunnels. I feel there are people who only need a few hints. I don’t think people are going to visit the bottom of your website and subscribe to the newsletter especially if all you state on the site is,”Your HabitAware newsletter, fuel for your soul”
However, I think people who are not yet ready to buy a HabitAware bracelet, but do want only some help on how to… I want to see a few of the things that you address. The way to quit biting their nails. Or children even can use this, right? Suck their thoughts. Perhaps the youngsters’ parents are searching for some solution to sucking their thumbs. And I could imagine that if you created a report that stated,”Here are 10 strategies to help your kids stop sucking their thumbs.” And a parent had to do is watch, seem,”Manufactured by a doctor or according to medical research or whatever. Enter your contact information we will provide you that 10-tip guide and we are going to follow up and provide you a few more techniques that will assist you.” And if you make another one for adults who are biting their nails on the job and so on. People would fill out these forms and do it.
And if on the next page you mentioned,”Incidentally, we have this bracelet that may really help you. If you like, you can sign up right now and buy it.” I think you would have a pleasant one two-step procedure, it’s called a funnel, that would allow a stranger to realize that you want to assist and then also beyond that get to purchase. Are you doing anything like that, Aneela? You are nodding as I am talking?
Aneela: Yeah. We do have one popup that comes up but we’re not supplying anything that moment, like a PDF of tips or anything like that.
Steve: I totally get it. Maybe at some stage someone else on your own company will be tasked with that. If they do, suggest they… They’re likely to say,”You know what? I could build this myself because that’s what I stated.” They then say,”You will find tons of different tools. I can go do those.” There are plenty of different tools.
I ended up building my own, with different tools and so on and then when I tried ClickFunnels, what I discovered was they made it really easy to do things like, say, imagine if you had this one-two process with a record to a PDF or something with some free advice followed up obviously with all the email then on the next page it had been,”would you like to purchase this?” There are a number of men and women that will purchase it, but after watching a few of your YouTube videos, I’ve noticed that there’s some men and women who want two of these, one per hand because they really have noticed they fidget with hands. Maybe if they have a vibration on one they proceed to another and so on.
You can take a small purchase bump in which you say,”Look, to get a tiny bit more money you can purchase a second one. Just check this box and we’ll provide you another one.” Or perhaps you’ve got another thing that you’re doing and that you are selling. All they need to do is check a box and they get a different one. These little techniques, you can absolutely assemble, however with ClickFunnels everything you do is you drag one of these order bumps as I believe they’re called on the page which gets your credit card and, boom, it’s done. You Need to plug into Stripe like that I do? Plug into Stripe and you get to use Stripe to collect tons of stuff like this.
I was really pleased, Aneela, I’ve got, and I’ve revealed it, I’m not going to reveal it again today, a ClickFunnels’ gold album that says I am at the 2 Comma Club because I have failed $1 million in sales with one of these funnels, two commas in 1 million, so that they call a two Comma Club. I had been at the ManyChat seminar the other day and that I didn’t brag about it, but I heard other people just say, for example,”Yeah, I am at a 2 Comma Club.” And I realized,”Why am I bragging in floridapark interviews about being in 2 Comma Club? Apparently, a great deal of individuals who are using ClickFunnels have gotten to over $1 million in sales, so it is not that big a deal”
Here’s what is a major deal. I will tell you, Aneela, I’m going to let anyone else who is working in your company, anyone who’s listening to the sound of my voice, attempt this for free. See how great it is. All you have to do is visit clickfunnels.com/floridapark. When you do, you’ll be able to try it for free. You will get to see that the funnel I used for to over $1 million in sales, and, honestly, you are going to get to help individuals and make a funnel that allows you to also shut sales.
I love them. I’ve been using them indefinitely. They should not have paid me since I’ve been speaking about them anyhow, but I am pleased to take their money and I’m pleased to inform everyone about how great ClickFunnels is.
All right. Next thing. Your co-founders. I heard it was your buddies who introduced you to a co-founders. Am I right?
Aneela: Yeah. So it was a few things. So we discovered John, our hardware scientist and co-founder, a friend of ours, I was asking around from the Minneapolis tech community,”Hey, how will you help us build this or do you know someone?” And a friend of mine just made us conscious of a hackathon which was coming up. And therefore we applied to do our project at this hackathon, this two-day event, and John was just there. Do you want help?” And from that moment on, you understand, as I was alluding to before, for example , doors just kind of opened.
And we discovered him Twitter, really. So I was looking on Twitter at a few other technologies and I saw him tweet about it, and then over in the tiny left corner, I found he was in Minneapolis and I informed Sameer, my husband,”Hey, let’s reach out for him and determine if he wants to come to the hackathon.” And that is the way the four of us came together. So really organic, very serendipitous.
Steve: And you just started working together. And did you create anything in that hackathon?
Aneela: . We made an off-the-shelf prototype utilizing Light Blue which is a little a little chip that is a detection sensor [inaudible 00:24:24] proximity.
Steve: Did they give that to you ?
Aneela: . So mild Blue, I think was a sponsor of the event. So they were giving out all these different sort of hardware resources that people might…
Steve: Oh, I got it. And in order that type of hackathon where you’re making physical products, they’re giving you some of those chips. They are showing you the way it works. They are teaching you. Got it. So you’re taking a few of their bits, placing it together with… Can it be John who was at that hackathon?
Aneela: Yeah, yeah.
Steve: And creating a prototype directly there.
So John constructed that tiny hardware, which I have images of overly with just like the hardware chip on like a 3D printed bracelet or something. And Kirk was doing the program to speak to that hardware to make it that the moment you lifted your hands to a head it vibrates, it informed you.
Oh, that is so cool that you’re able to put that together. Okay. Your Indian mom must have been quite proud of… I do not understand why she must be quite proud of him, but I’m considering him. I’m very impressed by his background as I am looking up him. You built that out. At what stage did you go to… It Is HAX Accelerator? HAX?
Steve: Because I think what they were hoping to perform at one stage wasn’t called like HAX Accelarator using the correspondence L-A-R to get larator, right? They were being a bit cute with it, which I guess they decided it was too confusing for many folks, so it’s now called HAX, H-A-X, Accelerator. Got it. That is a… is it a Chinese company? It seems like it’s from Shenzhen.
Aneela: Well, they’re based in Shenzhen, but the parent company is actually SOSV, which is a VC firm that is established in I think New York and San Francisco.
Ours was specific to hardware. So ours was at Shenzhen, China manufacturing capital of the world. We were actually steps from such giant buildings of substances in the market basically. So you require a motor, thousand motors to test. You require a button, you want this…
Steve: And they got it.
Aneela: And they have got it.
Steve: And as you are part of HAX, you receive access to this. They are working with you, they are helping you get through it. Got it. So where did you do the accelerator? Can it be in San Francisco here the eight-week app or did you visit Shenzhen?
Aneela: We moved to Shenzhen. We took our two-year-old son at the moment. We discovered that an English-speaking daycare.
Plus it was really meant for John because he was like a kid in a candy store, access to all this hardware substances to keep building prototypes. We were joined to various manufacturing facilities, doing tours and becoming learning the lay of the land in terms of who does what and how to build those relationships, hooked up with a translator, hooked up with a number of the key components of the manufacturing procedure, industrial design, mechanical engineering, kind of, like, getting ready for production. We didn’t have that in our four-team, so that they were an extension of our team. That really helped us only move so much… Much like, in those three weeks we moved much faster than we had previously we were doing this weekends and nights, obviously, because we had been only 120% focused on building it.
Steve: I’m looking at Sean O’Sullivan, the creator of HAX. There is an article in the Irish Times about him”Poor New York Boy Makes Good.” And it just goes into the different things that he’s done. Can you get to meet him and work with him?
Aneela: . We got to meet him quite briefly. He came to perform one of those talking sessions and we met him at our San Francisco Demo Day. I believe he had been in anything the Irish variant of Shark Tank is.
Aneela: He is pretty, such as, well-known in some of those VC-type communities. And so it was really cool to meet him. Every time we saw him even in the hallway he wanted to know what we were doing and what had changed and what improvement we were creating.
Steve: I had no idea that this was . And manufacturing is indeed hard. Just how many people I’ve interviewed have gone through problem just, like, with one mill then another and so on, and now you’re actually deep in together. I’m looking, incidentally, at his background. However he came with an ulcer soon after just from the strain of checking the inventory price all the time over and over again. It might be $2 million one evening because of his riches and down to $300,000 by morning. It was only, like, up and down and up and down. He eventually offered. The company did for $408 million in 2007, but until then, it was just painful . I am just fascinated by this man now as I look up him.
Aneela: . And it is fascinating to see, for example, stress manifests in a lot of different [inaudible 00:29:50]. It can make you physically sick. It can make you pull your hair out. And so attempting to get a grasp on how can you construct your lifestyle so that you have positive wholesome outlets for that energy.
I think that now whatever you’re going through, it is possible to discover different people, powerful people, people that are ordinary folks, those that are just young and starting out and haven’t done anything either way, you can locate them to spot and then to identify them and see you are not the only one, to recognize that there are some solutions. The toughest part, though, is even knowing that you are doing it. Like, you didn’t simply wake up one morning and start yanking your eyebrows. I imagine that this has just been a part of who you are. You’re not discovering that this is what you’re doing.
Aneela: . Yeah. At the present time, it is very difficult to notice and even those times where I really do notice I’m like,”Alright. I will stop after just this one, only this one, just this one.” It is like eating the bag of chips. You simply…
Aneela: From the time I’m done, it’s 100 hairs or the entire eyebrow is gone and you simply don’t have that feeling of control, but whenever you get that vibration, then it is just this change on mind.
Steve: And gets derailed.
Aneela: It gets derailed and you’re like,”Oh, wait. I don’t…”
Steve: But Aneela, how can one even recognize that this is something that they are doing? Like, I believe I might have to be like him. I would need to look at my stock price over and over again and would not understand that that was an issue causing me stress until a doctor told me you have an ulcer. And at that stage, I really don’t know that I would say it’s too late, but it might have been caught earlier. Same thing with pulling hairexactly the same thing along with other… How do we even recognize that we are doing this so that we may begin to take care of this?
Aneela: Yeah. That’s exactly… For 20 years I understood that I was pulling, I knew I was doing this behaviour, but I thought I was alone, I thought I was weirdI believed there was something wrong with me, therefore I hid it. It’s in visiting Dr. Google I figured out why I am pulling my hair out and it came to me it was a mental health condition, trichotillomania.
Steve: But you had to have someone… I feel like the only answer that I’ve obtained for it is to hear someone’s story and they’re going through and you realize,”Wait. Maybe I’m like that,” or have somebody catch it. It’s hard to look throughout your life and say,”What am I doing that’s a bit off and I want to change?”
Aneela: Well, it’s very apparent once you look in the mirror and your eyebrows are gone. However,…
Steve: But that does not happen one night. If I only went to sleep one day and awakened in the morning and my eyebrows were gone, fine, I do it, but when it’s something that’s just been a bit at a time, possibly one eyebrow, not a huge deal, five, not a big thing. And finally, you start to cover up not a huge deal, not a… And then, so long, you end up with no eyebrows. But by then you’ve been covering up so much that you don’t even realize it is a problem.
I don’t have an answer to it. I just feel like the only method I can know to find it is if I hear someone else’s problem or have someone in my life telling me it’s occurring. The one thing I can actively do is I could maybe start searching for all these things in my life, however I could train myself that when somebody is giving me some negative comments, instead of being dismissive of it, instead of being combative of it, instead of puffing my chest, instead of all that saying,”Possibly. Let’s sit with it for an instant.” All right. Let’s continue . So, now you’ve got your prototype, you’ve got… Did they take equity in your business, HAX? Can they invest?
Aneela: . They spent. They …
Steve: What are their conditions?
Aneela: Their terms… They’re on their sites. So their terms are most likely about like 200K for about 5 percent, but do not quote me on that.
Steve: Ok. Somewhere around there. So that’s really generous. That’s basically what a software company, accelerator, would offer.
And so you were able to build the very first product. As you did it, did you begin talking to customers?
Aneela: . So we were talking to customers this entire time. We really before we got into HAX, we moved to a major nonprofit in this area, it’s called bfrb.org. We went to their yearly conference. And we revealed people these 3D printed prototypes.
Steve: It worked.
Aneela: It had been working and doctors were just like,”We’ve been waiting for something like this.” So we understood folks were excited. We got to do this.” At first, we were like,”No, we’re not likely to China. That is crazy. We have a young child. We’re still working fulltime ” And one of our buddies’ companies here in Minneapolis who also did HAX we did a phone call together and they were like,”Shit or get off the pot.” So we did it. We packed up and we moved and we all made this thing happen.
Aneela: We were there for three months.
Steve: Ok. I have got friends whose households in China and using a baby. They did not even feel comfortable walking out because the atmosphere was so cluttered sometimes.
Aneela: Fortunately, Shenzhen the atmosphere is far cleaner than just like Beijing, for instance. However, Shenzhen I believe is a small amount of a city that is newer, therefore it is quite contemporary, for example, only those massive high rise buildings, quite tidy, fairly Americanize, a great deal of shopping mall kind places in that way. It felt really tidy. It felt really comfortable walking round with my two-year-old in the moment, picking him up in school. Plus it was…
Steve: The trendy action.
Aneela: Uber was outside.
My suggestion is if I get to a different state, I’ve got a program called Cheat Sheet for my own opinion. Thank you,” things like this. I place it on Cheat Sheet in my opinion and then once I look at that moment I could observe the cheats. What did you understand from speaking to prospective customers, from speaking to folks who had BFRB? What is that? Body concentrate repetitive behaviour. What did you understand from talking about them that you did not understand that helped notify your merchandise?
Aneela: So fantastic question. We heard a great deal of only about the psychological anguish that we were moving through. So people… There is a great deal of shame about it and people do not wish to say”Oh, what is that for?” Typically, everyone would like to discuss their cool new technology which they have obtained the iPhone X and the iPhone 11, and everything it is, however…
Aneela: Additionally, it was quite important that we give people a means to take charge of this behaviour to construct consciousness without attracting attention to it.
So you blatantly made it seem as a Fitbit.
Aneela: That is what they could say,”Oh, it is my step tracker. It is my action tracker”
Steve: Can it really do step monitoring or action monitoring?
Aneela: It does not.
Steve: It does not.
Aneela: We intended it to be somewhat single-purpose, very concentrated because when this is something which’s been weighing you for 20 plus years, to be able to produce true behaviour change occur, you have to get concentrated in that job that you are doing on your own. So we intentionally did not want it to vibrate to allow you to understand you had 1,000 steps since we wanted you to understand that vibration was,”Hey, your palms aren’t where you would like them to be.”
Steve: And that is one of the things I was wondering about. And I watched the response, but perhaps you can tell us .
Hence that the way in which the bracelet really works is that you link it to a cell program and you also train the bracelet. You set the gesture which you do on the bracelet kind of just like a voicemail. So, for me personally, it was sort of back and forth movement and it only went off. So it is trained for that motion for me personally it is going off. And it is only searching for this…
Steve: I can not even tell.
Aneela: . It is only searching for this motion.
Incidentally, now that you are saying it appears exactly like a fitness tracker, that is something I believe that is on each and every video, each and every video I watch. I might be incorrect, but they had been bringing this up. You took their charge card numbers despite the fact that you were not processing the charge cards. Why did you choose their credit card numbers in the summit?
They’re providing… We wanted them to understand this is a thing of significance. However, we also wanted to honor that,”Hey, that is not assembled yet. We do not know when it is coming, so we’re not planning to take your money today. This was our guarantee to them. We simply wanted to conduct business in that manner.
Steve: But you desired… Is it because you wanted the sales or you also wished to make certain that what they have been doing what they were telling you is really exactly what they wanted?
Aneela: ” We wanted to demonstrate the industry is really…
One day I will buy it,” but to view,”They are accepting out credit cards to strangers that have not assembled this, that usually means they’re seriously trying to purchase it.” Okay. I will discuss my next host. Since I am using you as a good example, I will inform you I understand that… Really, you are not utilizing my next host, ActiveCampaign. Who are employing?
In the event that you had ActiveCampaign, everything you can do would be particularly because on your website, you have got a site where you are discussing various topics that people are going through, I believe that you may have some videos on your own website, I did find one, I do not know whether it was yours or not, in which you are inside the video replying the way the… Yeah, there it’s directly in your homepage. You have got a video that is from YouTube showing how to assist people.
I believe as you begin to develop your business, you are going to begin to find out, you know everything, these four groups of people which are really important to people and they view themselves as distinct. Someone who bites their nails does not find themselves as someone who pulls their hair out. They see themselves entirely distinct. A mother who is treating a kid has different issues compared to an adult. Like, she may be concerned about, is there some sort of either Bluetooth or radiation or anything coming through that may… Three distinct sorts of folks maybe is that you have as largest customers. And a fourth one it is everybody else.
And what you may begin to notice is perhaps they do not inform you explicitly this is exactly what they have. Perhaps they do not even realize that is exactly what they have. However, as they are reading blog articles about things such as biting nails as an adult, perhaps they are reading another blog article with 10 well-known entrepreneurs that have little their claws and feeling great about themselves that they are not weird. You will find some thing which other men and women go through. Perhaps what they are doing isn’t explicitly suggesting to you that what they have is a problem with biting their claws, but they are telling you by clicking on unique items on your website.
And should you own ActiveCampaign, you pixel your website, you know exactly what folks are checking out, so you don’t wish to address into an adult,”Here is the way to repair your kid’s nail-biting.” You understand they are reading old posts about adults. And that means you may obtain a followup series of,”Here is the way we assist this one adult. This is why adults are placing this on because they need a fitness tracker. Here is a video from YouTube, not even on our website, of someone who is performing a review at which we did send the HabitAware necklace”
And now you are beginning to talk their language without knowingly having them raise their hands and say,”I’ve this dilemma. I would like to learn about more adults that…” You simply understand who they are and your applications follows them up. And at some stage your applications sells . And since it closes the sale after performing all these steps, you understand by customizing, we are really getting involvement, by simply customizing, we are getting sales and we are on the perfect path and you continue doing more. Aneela, that is what ActiveCampaign can perform. Make sense?
Aneela: It absolutely make sense. I will look at later.
Now, what I am imagining is you are really busy. You must take care of physical products. You own a bracelet that appears really fine, the leather ring that resembles a really polished, elegant piece of jewelry. You have too much to be concerned about. So you are likely to say”Perhaps ActiveCampaign makes sense. I really don’t know that I will really be able to do this. This is really for marketing hackers, not me”
If you go into activecampaign.com/floridapark or someone in your staff, one of those things you are likely to discover will be ActiveCampaign has done a lot to be certain these tools, these attributes are super simple for anyone to use and they’ll allow you to try it for free so that you can watch it on your own. In case you choose to register when use my URL, then you will find the second month free. I really don’t think that is likely to be a significant problem for you. I understand your earnings is performing fairly well.
However, the next thing I would like to say will be incredibly beneficial. And they will let you know just what to do. Then you go and get it done. Then you return on another call and you say,”Well, that part did not work. This was somewhat confusing. This component work. I believe this isn’t working for us” Plus they’ll on the next call ensure you get it all for free.
And lastly, if you are using another email provider like Aneela is, we all are using various providers at time to time, they will only migrate you for free. All you need to do is visit activecampaign.com/floridapark. They have been around for decades, but, boy, they have been upgrading themselves unlike other email providers which were about when they began. Who did you employ and what did this man do to assist you?
Aneela: ” We did not hire anyone.
Steve: You did not?
Aneela: . Sorry. We did not hire. I had been thinking more about like online marketing that we are doing in-house that should you’ve ideas there, I would welcome them. She really came to us , serendipity. She had been a client of ours where she attempted the bracelet, she had any difficulties with coaching it. We provide video coaching calls because sometimes it is helpful to really find the behaviour and help them perform that recording of this gesture on the bracelet. I would like to join this group. You have changed my life and I would like to assist others.”
Aneela: So that is exactly what she does today is she shares her story straight with psychologists and other healthcare professionals goes to conventions where they’re to…
Steve: That is exactly what she’s doing.
Aneela: Either by mails, by visiting conventions, by performing phone calls. All that.
Steve: Discussing conferences or you men do booth? She speaks at conventions.
So we’ll talk in conferences, distinct mental health conventions. We’ll also receive a display booth in these conventions. Oh, yeah, all to raise awareness of these ailments are and how our products will help individuals overcome them.
Steve: Why do you do so? Since you simply happen to find someone who’s great at it or can you select which over online marketing in which you create landing pages, purchase ads, etc.. ?
We do not do exactly the click funnel type of landing page material as much likely mostly because it is a black box for me. It is something that it is like I mentioned, it has been around the list of things to do and we have done a few of it previously but we discovered that particularly with those ailments, that one-on-one relationship is really beneficial in bringing someone to the fold of our network such as our customers, customers.
You know, so there is something about… people are using their technology all day , and in regards to mental health, I really think that it’s significant that even if they’re using their technology that they understand that newsletter isn’t like auto-generated or anything. It is not simply automatically getting shipped. It is someone’s time to write this, someone’s taken… These newsletters which we write tend to be quite cathartic for ourselves. Like, we wish to reveal and be that instance of this is the way you make change in your lifetime. You write about it, you diary about it, you discuss it with different people, you allow folks in. And we are attempting to be that instance. And I believe with someone that is devoted to this, it only helps establish that and show that and establish that instance.
Steve: I am attempting to see, for example, what online marketing you are doing since you stated that you purchased some ads. It is mainly these in-person occasions.
Aneela: So it is Facebook ads, Google ads, and a lot of it’s word of mouth, for example, individuals sharing us in online support groups, physicians sharing it with their own patients, patients sharing it with their own physicians. It is the neighborhood speaking about how we are serving.
Steve: You know what is interesting? So one of the things which I did was that I went to Ahrefs to observe where bfrb.org, that is the company you mentioned. I moved in there and that I wished to find out who is linking to them. And it seems like it is things like, nose picking is a problem, right? And so they are getting links out of that. I wonder if one thing you might do is hire someone to simply contact each one of those men and women who is written about it and can be connected over to this organization and state,”We’ve got this instrument. We really have… We found it in the BFRB conference. I am aware that you have written concerning it. You could maybe write about us in such posts that I see you have connected over to them. You ought to be aware you could link over to the and get folks answer that BFRB helped establish.”
Aneela: . Yeah. And we do this too.
Steve: At a certain stage.
Aneela: . We do a bit… We do our own type of PR outreach too. She assists with service tickets and coaching customers in addition to PR outreach.
Steve: And it is just a part of your inner process today.
Aneela: . Yeah.
Steve: I discovered that one of those issues that you have as a leader is you are a people pleaser. Are you? How can this come out?
Aneela: Oh, it is just I constantly I do not understand how to say no since I would like to help everyone so that I also don’t understand how to assign, which I am learning today. We’ve got a designer on the staff that, as you mentioned previously, our site she is currently taking the reins on. But really only… I feel a whole lot of my behaviour, my own hair pulling behaviour stems from that perfectionist need. My eyebrows were rather bushy as a youngster so there was some stage like a motive that I had been…. And so I believe that perfectionist character ties into that folks pleaser since I need people to understand that I am a fantastic person and that I can do a fantastic job and you ask me to do something and I need it to be such as the T’s are crossed, the I’s are scattered, for example, to be perfect each and every moment. But I kind of just get more wrapped into placing too much effort into matters that don’t should get this a lot of me.
Steve: What’s it… What happens when you… Or what occur to you personally as someone who’s a people today pleaser whenever someone attempts your merchandise and HabitAware and does not remove their habit?
Aneela: It becomes private because we know that it works. And that which I understand now is that there will be parents who will say,”Oh, it did not work for the daughter” And I believe people will need to recognize that it is not a magic bullet. It is, you place this on and you become conscious so you may make the selection.
And therefore I think that it’s difficult for people to occasionally realize that there’s still work to be done by this individual. Like, it is a really individual journey. There is not merely the physical behaviour of pulling or choosing that is involved with this, right? There might be injury, there might be insufficient self-love, there might be insufficient self-confidence such as I had, for example, there may be a whole lot of other underlying issues which you have to work through to reach some place where the behaviour only becomes less and less and less, and also consciousness is that first step. Awareness, admitting the behaviour is occurring and beginning to observe those dominoes and the way they fall, really is a significant procedure, but individuals have to be ready for this particular function to really make positive change.
Steve: I really feel like that is a struggle with your bracelet which before we began I said,”Can I state it eliminates customs?” And you also said,”No, really, it simply makes you conscious, helps decrease it.”
Steve: Why does that hurt sales as you are not solving people’s problems, you are just making them aware of it, even more mindful of their issues?
Aneela: You knowit doesn’t since the men and women that buy the item and are utilizing it in the manner, such as… I trust our site is quite apparent this, right, that we’re helping you build consciousness so you can take control. And we really have a research grant from the NIH that’s helping us develop more of a schedule for individuals, more of a strategy so that, fine, as soon as you’re conscious, what do you do next?
So we are working with a renowned researcher in this area to really build out some remedies inside the program, some strategies, some procedures to help them on this journey. But sales are all fine. We are pretty much… In relation to yield rates, were fairly standard concerning a digital item. It is about getting folks over that psychological hump. And the majority of the time, in case you are placing your down credit card to purchase our merchandise, you are over that hump. It is only this tiny pocket of individuals who…
And lots of it’s parents that want that magical bullet and think,”Oh, I will strap this in my kid, but it is the kid that has to be ready.” You can not make someone else change since you are agitated with performing this behaviour, right? I am ready.” And so that is probably where many of our yields come from, it is,”Oh, so I purchased this for my girlfriend or my kid or my anything and they do not desire it.”
Steve: I understand when I was a child I bit… I believe that it had been biting my nails which was the custom and my parents were so pleased I was prepared to put this nail polish that makes it tastes really sour. And I know that it’s one of those stories my parents inform a good deal since they are so proud I was prepared to do this and, for example, eagerly attempting to remove it. But one of those other things I took from it was only being mindful of what you want to stop and if you are doing it lets you cease, to slow down it.
All right. Hence that the site for anyone who would like to check out it is HabitAware. I will tell you one of the big takeaways I had from that dialog was, honestly, only the simple fact that you will find our accelerators from the hardware area, if they are booted up with Chinese producers, if they are introducing one to Chinese producers, to chip manufacturers. That’s a big, huge win. I believe that it’s a far larger challenge than we realize to generate physical products. It appears simple sometimes and it is a good deal tougher than it… it is a whole lot tougher and it has been a struggle and I think that it’s interesting that there is a company that helps with this.
All right. So that’s HAX, H-A-X for anyone who would like to look it over. I would like to thank both patrons who make this meeting happen. The first it is ActiveCampaign. If you are doing email marketing, you have got to test out activecampaign.com/floridapark particularly if you’re beginning. It is a no-brainer if you are starting out. I have loved the folks there and I started using them and it has been fantastic. Check them out. I’m thankful to all of my sponsors. Thank you.