How $100M Money Models Broke the Internet | Ep 895

In this special episode of The Game, Alex (@AlexHormozi) shares the full livestream presentation from the record-breaking launch of his new book $100M Money Models. He explains why cash flow is the lifeblood of every business, how better money models remove growth limits, and the four mechanisms that make businesses impossible to kill. Welcome to The Game w/Alex Hormozi, hosted by entrepreneur, founder, investor, author, public speaker, and content creator Alex Hormozi. On this podcast, you’ll hear how to get more customers, make more profit per customer, how to keep them longer, and the many failures and lessons Alex has learned and will learn on his path from $100M to $1B in net worth. Wanna scale your business? Click here. Follow Alex Hormozi’s Socials: LinkedIn | Instagram | Facebook | YouTube | Twitter | Acquisition Mentioned in this episode: Get access to the free $100M Scaling Roadmap at www.acquisition.com/roadmap

Speaker names marked ? are inferred from speaking time and the show’s known hosts — they are not voice-verified.

• 0:00Alex Hormozi?

  So here's what it looks like when it's right. If you make more offers and more people buy them, you make more money. If you make more money, you can use it to get more customers. If that money comes faster, the faster you can get even more customers. But what if you make your customers twice as valuable, get twice as many of them, and they pay you at twice the speed? Well, guys, the rumors are true. We broke the all-time nonfiction fastest-selling book launch record ever. Money Models, as of right now, is the number five on the all-time all-book list, only topped by Harry Potter 4, 5, 6, and 7, which is pretty insane. And so I just want to say thank you, guys.

• 0:44Alex Hormozi?

  And so I want to take you guys through the presentation that broke the Guinness World Record. For a bunch of you guys who missed it, I got a zillion DMs. Let's party. All right, I'm Alex Schmozi. Welcome to my $100 million Money Models Book Launch Event. If you're anything like me, you know that businesses need money to grow. So I'm going to show you the art of getting more customers, to spend more money in less time, again and again. But I want to warn you, this isn't a promise that you're going to become rich, fabulous, or fabulously rich, or get any other result. Everyone is different. Scaling your business, like everything else in life worth doing, involves risk. And most people do nothing at all, so your results will vary. So if you see text like this at the bottom of the screen, it's there to remind you of that fact. And that's why I make free content every day, to help you, the entrepreneur, to scale

• 1:28Alex Hormozi?

  your business and make your results as good as I reliably can. And in the spirit of that, this is the biggest free book launch event to help entrepreneurs and business owners I've ever put on, and maybe the biggest one in history. We'll see, but I'm no saint. I want to make money just like you, and I do all this so I can someday invest in your company and scale it. Because scaling companies like yours by installing new money models is how I make my money. To give you an idea, let me tell you something insane. I sold three companies I started as a kid, two of them at $46.2 million in an all cash deal to American Pacific Group. Then I took that money and invested in new companies, which I've since scaled on our holding company, acquisition.com. For context, the businesses in acquisition.com's portfolio

• 2:09Alex Hormozi?

  did in aggregate over $250 million in revenue in 2024. To give you an idea, if acquisition.com were a publicly traded company today, it would be in the top 15% of all 51,000 publicly traded companies when we use net income as a measuring stick. So me saying this may create envy in some, anger in others, skepticism in most, and confusion in old people, and inspires select few. You, the entrepreneur, the business owner, are who I made these money models for. It's also why my wife and I made it our mission to make real business education accessible for everyone. Cool? Great. Now you're all caught up. But you're not here for my story. You're here to take the next step in yours. So here's what I'll show you today. How good money models get more customers, spend more money and less time over and over again.

• 2:54Alex Hormozi?

  And when that happens, your business scales as fast as you can handle. That said, money models work for marketing agencies, online businesses, real estate, financial services, insurance, home services, local businesses, consumer services, automotive, healthcare, software, e-learning, e-commerce, and anything that sells stuff to anyone. And I know they work because of two inarguable truths. Number one, I know they work because I use them in our portfolio companies today, which include financial services, business services, consumer services, local businesses, software, e-commerce, and more. And two, no matter how complex a money model looks, there's only four types of stuff you can sell. Software, information, services, physical products. And money models work in all of them. Which if your business sells stuff, includes yours. I've used money models my whole life.

• 3:38Alex Hormozi?

  They got me to where I am. Everything I've accomplished, I have a money model to thank for it, including a Guinness World Record. So I know this works from experience and not theory. So I'm going to deliver to two types of people today. Number one, the up and coming entrepreneurs. You need to put on your oxygen mask and take care of yourself and your family first. I promise you, I hope you get closer to that two day, four free period. So you're going to want to stay till the end because I'm going to deliver on that big time. You have my word. And number two, the business owners, the players, the money makers. I'm going to make it in your best interest to help me help everyone else. And if you decide to join me, I'll show you how we can accomplish both our goals together. So here's what we're going to cover in our short time together today. Number one, what you're going to get for being here. Number two, what kills 82% of businesses?

• 4:23Alex Hormozi?

  As much as I'd love to say it's hard work, it's not that. Number three, the one thing that makes a business impossible to kill. And number four, how to apply it to your business today. Now to the main event. I never expect you to take my word for how powerful money models are. I want to prove it to you. So without further ado, $100 million money models, how to make money? So let me explain. I'm a big believer in proof. Anyone can make promises, very few people have proof. And every book I've written to this point, I kept proof front and center. To do that, I make sure each of my books walks their talk. So they not only tell you what to do, but they also prove what amazing things can happen if you do it. For offers, I post it and ghost it.

• 5:06Alex Hormozi?

  There's no fanfare, no launch, nothing, just a grand slam offer.

• 5:12Alex Hormozi?

  But the book answered the question, what do I sell? Answer, offer so good, people feel stupid saying no. It proved it could answer that question by demonstrating the concept and outline, creating a grand slam offer. So it had a rock bottom introductory price. It included a free course with higher quality stuff than most people's paid stuff. With no strings attached, not even an opt-in, truly available to anyone and everyone. It was high value, $100 million offers has what I describe as a high price to value discrepancy. In other words, you got way more than you paid for. And so 100 million offers, grown word of mouth. These are the actual sales numbers right there. You can just see how it continues to scale up. And four years later, it's still a bestseller across multiple categories. This is as of August 25 with 26,000 five-star reviews.

• 5:56Alex Hormozi?

  Which today, millions have watched, read, or listened to. All of this undeniable proof that the ideas, principles, and tactics work. And so after releasing that book in July of 21, I immediately got to work on my next book to answer the next question. Who do I sell my offer to? Answer, leads, AKA the strangers you want to buy your stuff. But there was a problem. I successfully advertised my whole life, but I just didn't have enough proof in modern day social media. So I used the next 24 months for one thing. Proof. Proof that the stuff I show in 100 million leads actually works to get leads today in the world and it could work for you too.

• 6:36Alex Hormozi?

  So I applied only the principles and tactics in 100 million leads to grow my audience from just a handful of customers and friends to 5 million plus people. And so this is where I started on YouTube. This is 24 months later. This is where I started on my podcast. This is 24 months later. But the point is this, this massive growth resulted in 463,167 registration for the leads launch and breaking the internet, all through direct application of the 100 million leads principles, proving that you can use them to advertise to anything to anyone at scale. And two years later, thanks to 100 million leads, I've gone from a 5 billion person audience to a 13 million person audience again. So I use all the principles in this book because they clearly still were.

• 7:18Alex Hormozi?

  So not only did my own growth prove the book worked, but the mega launch made it undeniable. But something was still missing because even if you have the thing to sell, offers, and the people to sell it to, leads, you still have another question to answer. How do you get them to give you money? And ideally, as much as possible in as little time as possible, over and over again. Answer, a 100 million dollar money model. But like the other two books, I still needed proof, a way to prove the concepts inside the book undeniably work. So here's my undeniable proof, 100 million money models work. We've sold more books before this launch than we sold in the entire launch last time.

• 8:00Alex Hormozi?

  So before we went even live yesterday, we'd sold more books than the entire launch last time, and we hadn't even released it yet. So now you know I won't publish a book until the book itself serves as its own undeniable proof. That way you don't have to guess, you can know. So a proof that installing a 100 million money model into a business can help it generate more cash flow is what you're going to get here today.

• 8:26Alex Hormozi?

  The next thing to figure out is how to scale it. But instead of asking, how do we scale a business? To get the most efficient answer, we can use what Uncle Charlie taught us inversion and ask, how do we kill one? So that's what we'll cover next. Number two, what kills 82% of businesses? So when we ask the question, how do we kill a business? Besides giving up, to be clear, there's only one thing. You run out of money. 82% of businesses fail due to poor cash flow. That's crazy. Said differently, if you've got no money, you've got no business. You can't even pay the annual filing fees to keep your business open without money. And so here's something you probably didn't know. What percentage of businesses do you think lose money every year?

• 9:11Alex Hormozi?

  10%? 15%? 18%? Not even close. Try three times that. According to the Federal Reserve, 54% of businesses lose money or break even every year. That means you work 80-hour weeks year-round to miss restful weekends, holidays, school plays, family dinners, birthdays, nights out, all to take on more risk than any person reasonably should and end up poorer than you started. It shouldn't be that way. But then you might think, well, the other 46% must be ballin'. Guess again. Of the 46% that make any money, what do you think they're taking home? Well, if you listen to Instagram, you think everyone's a millionaire. Nope. What about 250 grand a year?

• 9:56Alex Hormozi?

  100 grand a year? 74,000 a year? The median income of a US household? Nope. According to the 2024 Census Bureau data, the median income listed on tax returns for a business owner is $48,000. Just a fraction more than San Francisco's minimum wage, all to get sued, stolen from, and called the bad guy for trying to make it on your own. That's a problem. And that's what I'm gonna help you solve today. And to be clear, even if you're doing well and you're a super baller, everything I'm about to share with you will just help you scale faster. Now, all of this together tells us one thing. If you own a business, then at some point, no matter how hard you work, you'll likely have times where you lose money trying to get and serve new customers.

• 10:41Alex Hormozi?

  In other words, you spend more money on customers than they spend on you. That's a big problem. Because if you do that long enough, your business will die, which brings us to point three, the one thing that makes a business impossible to kill. So we had a fork in the road. Either option one, be like most businesses and be limited by cash flow to grow, or option two, get paid a lot, fast, on repeat, and grow as much as you darn well please. A 100 million dollar money model is option two.

• 11:11Alex Hormozi?

  100 million dollar money models use a big fancy equation that looks like this. 30 day gross profit is greater than 2 times CAC plus COGS, which means you make more in the first 30 days from a customer in gross profit than 2 times the cost of getting them and the cost of delivering to them. But in the real world, it just starts with an offer. An offer is a problem you solve for customers in exchange for money. A money model is a sequence of offers. A 100 million dollar money model is a sequence of offers that make customers spend twice as much on you as you do on them in 30 days or less. And when you do that, you remove cash as a limiter for growth. To do this, 100 million dollar money models use 4 powerful mechanisms. Number 1, attraction offers, which get people to buy,

• 11:55Alex Hormozi?

  which means more cash upfront. Number 2, upsell offers, which get them to spend more, which means even more cash upfront. Number 3, downsell offers, which get them to buy something if they say no, which results in more cash upfront. And number 4, continuity offers, which gets them to buy repeatedly, which results in more cash over time. End result, more cash flow from more customers in less time, a 100 million dollar money model. And cash flow is the key. It's the only thing that guarantees you can stay in business. So let me prove it to you.

• 12:29Alex Hormozi?

  What do JP Morgan, GE, Ford, Amex, Coca-Cola, 3M, all have in common?

• 12:38Alex Hormozi?

  They're all over 100 years old, which they could only get to by surviving the hardest times and biggest economic shifts in modern history. Things that killed most businesses. They survived World War I, World War II, the Great Depression, advent of the radio, advent of the television, advent of the computer, advent of the internet, advent of social media, and they were only able to survive because they had one thing: cash flow. Because they had a better money model. In other words, they kept making money.

• 13:11Alex Hormozi?

  So if they could survive all that, then it shows us good money models make bad leads, bad customers, bad reviews, bad hires, bad lawsuits, bad economies, and everything else that kills businesses like yours and mine a walk in the park. Said differently, many business owners do everything right, except for the one thing that keeps businesses going and growing: making money. In other words, they've got broken money models, which makes all their focus on everything else in their business the same as obsessing over the aerodynamics of a car when in reality, the engine doesn't even start. So if cash flow is the most important thing, and a money model is the most powerful way to increase it, how do we make a good one?

• 13:55Alex Hormozi?

  Well, you build a $100 million money model. So here's what it looks like when it's right. If you make more offers and more people buy them, you make more money. If you make more money, you can use it to get more customers. If that money comes faster, the faster you can get even more customers. But what if you make your customers twice as valuable, get twice as many of them, and they pay you at twice the speed? Answer: Your business grows eight times as fast. But what if you make your customers three times as valuable? You get three times as many of them, and they pay you at three times the speed? Answer: Your business grows 27 times as fast. A $100 million money model is how my gym scaled from zero to six locations in three years as a kid who's 22 years old.

• 14:40Alex Hormozi?

  How GymLaunch, my second company, scaled from $380,000 a month to $2.2 million a month in 12 months. It's how Prestige Labs, my third company, went from $270,000 a month to $1.6 million a month in six months. A $100 million money model is how Allen, my fourth company, went from $50,000 a month to $1.3 million a month in six months. And this was all before I had a personal brand. I want to make that point clear. This is all before that. With a $100 million money model, you can get really big, really profitable, really fast, without starting with loads of money or followers, and all with just a few tweaks. And that's the concept I'll illustrate for the rest of our time together. That being said, let me show you what happens to a normal business when you add a $100 million money model. So that's what makes a business impossible to kill.

• 15:26Alex Hormozi?

  Now we get into applying it to your business today. The purpose of this section is to show you two things. Number one, money model mechanisms work in any business because there's only four ways to sell, and they work in all of them. Number two... One money model mechanism is all you need to get amazing results. Now, before you think to yourself, I'm not sure this concept applies to my business, which I call special snowflakeitis, which you should get looked at. But let me just prove it to you. There's only four ways to sell stuff. Period. Full stop. In person, online, with a salesperson, or a self-checkout. Which gives us salesman in person, salesman online, self-checkout in person, self-checkout online.

• 16:11Alex Hormozi?

  So really quick, identify which one you are in the chat. One, two, three, or four. All right. Which means that your business can scale using a money model. So great. That's number one. Money model mechanisms work in any business because there's only four ways to sell, and they work in all of them. Now we move on to number two. One money model mechanism is all we need to get amazing results. So as a reminder, here are the four. Attraction offers, which get people to buy. Upsell offers will get them to buy more. Downsell offers, which get them to buy something if they say no. And then continuity offers, which get them to buy repeatedly. Now let me prove this to you in the real world. I see the one, two, threes in force in the chat. You guys are awesome.

• 16:54Alex Hormozi?

  I'm going to prove to each one of you guys how this applies to you. All right. So let's break down a consumer service money model with a salesman in person. So my number ones, this is for you guys. All right. So for those of you did put number one, all you. Now, let me tell you about my first good money model. So my gyms grew because I changed my traction offer to get new customers.

• 17:15Alex Hormozi?

  Now here's most gyms' bad money model. They do a free trial into a gym membership. Here's how it works. They spend a hundred bucks to get one free trial. It takes three trials to get one $100 per month member. Which means it costs $300 per paid member to get $100 a month. Which means it takes three months to break even, but many members quit within four. So here's how $100 million money model fixed it. So this is my $100 million gym money model, which I use something called win your money back. So I spend the same $100 to get a customer instead of a trial. The customer spends $500 upfront with a win your money back offer, which works like this. So you set a goal for the customer and tell them how to reach it.

• 18:01Alex Hormozi?

  And if they reach it, then they qualify to get their money back or get it back as store credit. After they win their money back as store credit, I make a special continuity bonus offer again to get them to buy again. And the result? I make way more cash flow than the bad model within 30 days. The cash flow let me scale to six locations in three years as a kid in my twenties. The money model works so well, I could fill new locations with paying members before they opened. I went from sleeping on the floor to six pack locations and then eventually licensed them all out to thousands of gyms. So here's the bottom line, both gyms, the free trial gym and the win your money back gym, deliver the same service, use the same equipment, vaxis the same trainers, sell the same memberships,

• 18:44Alex Hormozi?

  but one makes way more, the one with the better money model. So there might not be anything wrong with your business. You might just have something wrong with your money model. So that was a consumer service money model with a salesman in person. This time we'll do a B to B service model with a salesman online. So let me tell you about my second $100 million money model. So if you guys saw a line or over the phone or via DM or via email, I knew guys, we had some twos. This is for you guys. So Jim Lush got customers easily because my attraction offer worked. But getting people to buy continuity was hard. They had no reason to buy my next thing once I'd already gotten them tons of leads. So here was my mediocre money model. I sold a $16,000 launch package. That's it.

• 19:30Alex Hormozi?

  So I spent money to get people on the phone. It took three calls to sell a new customer, but then they wouldn't buy my next continuity offer. So they'd leave and I would be sad. So every week I just start from zero to make payroll, very stressful. Real quick guys, I have a special, special gift for you for being loyal listeners of the podcast. Leila and I spent probably an entire quarter putting together our scaling roadmap. It's breaking scaling into 10 stages and across all eight functions of the business. So you've got marketing, you've got sales, you've got product, you've got customer success, you've got IT, you've got recruiting, HR, you've got finance. We show the problems that emerge at every level of scale and how to graduate to the next level.

• 20:13Alex Hormozi?

  It's all free and you can get it personalized to you. So it's about 30-ish pages for each of the stages. Once you answer the questions, it will tell you exactly where you're at and what you need to do to grow. It's about 14 hours of stuff, but it's narrowed down so that you only have to watch the part that's relevant to you, which will probably be about 90 minutes. And so if that's at all interesting, you can go to acquisition.com/roadmap. R-O-A-D map, roadmap.

• 20:40Alex Hormozi?

  So here's how $100 million money model fixed it. So in one sales call, I desperately needed to close. I unknowingly made a new offer that I now call continuity bonus offer. So here's how it works. You give a customer an awesome thing for free if they join your continuity. And typically the bonus itself has more value than the first payment and it crushed. People started taking my continuity bonus offer. Instead of leaving, they bought something at three times the price. And my continuity started stacking and stacking. You can see the exact moment I nailed the money model here. Like, look at it, look at the growth curve. And that's when we went from 380,000 a month to 1.76 million a month in six months. And this is how I filled up a room like this with people paying $42,000 a year.

• 21:24Alex Hormozi?

  And then a room like this 12 weeks later. 12 weeks and then a quarter or so later, a room like this. And then a quarter or so later, a room like this. Just look at the timeline between these pictures. So December of 17 to March of 18 to August of 18 to February of 19. We scaled big, fast in a small niche and beat our competition, then sold to private equity. The main reason is this, just look at the numbers. The difference the continuity offer made to LTV was huge. 16 versus 32,000, insane. Imagine changing your offer mechanism and seeing that kind of increase without it costing you more to get customers.

• 22:04Alex Hormozi?

  So the key point is this, we sold the same stuff in both, but a better money model changed the business. So, once I nailed my continuity bonus mechanism, gyms bought and stuck. But they didn't have my entire money model down. So that led me to my next $100 million money model. So that was a B2B service business with online sales. That was my number twos. This time, we'll do a business, consumer business with number three, self-checkout in person. So all the threes that just commented, this is for y'all. All right, so I had all these gyms relying on me and ad costs were going up. And they needed more money to afford ads or they stopped getting customers, which is the kiss of death for them and me. To cover my ad costs in my gyms, I upsold supplements. And that's how I could outspend my competition.

• 22:49Alex Hormozi?

  So I figured I'd teach gyms to upsell supplements. Surprise, surprise. And I figured if I was going to do that, they might as well be mine. And Prestige Labs was born. So gyms bought in, but their customers weren't buying from them. A big problem. But it was only after I taught them my four-part menu upsell mechanism, which I'll show you right now, where you unsell what they don't need, prescribe what they do need, ask if they prefer A or B, and then make it easy to pay. And it started working and customers started buying. And sales went from 270,000 a month. Check this out. 270,000 a month to 1.6 million a month in two months. Eight weeks. And I'm not saying that's going to happen for you. Like your results will vary, your results is different.

• 23:35Alex Hormozi?

  This is not typical, but I just want to show you some of the power of getting it right. You can see the exact moment the menu upsell kicked in here. Once they had a better money model, it all clicked. So the key point is this, they sold the same product yet again. Literally the exact same tubs of protein, tubs of pre-workout, same supplements. But with a better money model, they made more money. And now with my menu upsell offer mechanism, gyms could afford leads again. And during COVID, having the supplement revenue line kept many lights on and households fed.

• 24:09Alex Hormozi?

  We demonstrated that despite going through hard times, which COVID for gyms was tough, a $100 million money model could still generate strong cash flow. And that's one of the only reasons I was able to sell a gym company to private equity during COVID. Think about that. So that was an in-person self-checkout money model. This time we'll do an online checkout money model. So if you sell through online checkout, I saw some fours in the chat. You can drop it again. This one's for you. So this is physical products. This is SaaS. This is sometimes digital products, digital goods. Anyone who sells out through a checkout page online. So after we taken out distributions and gotten paid from the sale of both companies, I started making content to attract companies to ACQ. And I waited for my next big money model.

• 24:54Alex Hormozi?

  And that's when School came along. School's a platform that helps anyone build monetizable communities online. You can live stream one to many, host client calls, in-person meetups, have one-time sales, host competitions, have unlimited pricing tiers, create lifetime deals, free trials, free groups, pay groups, private groups, and process payments. All in one place.

• 25:18Alex Hormozi?

  But here was the money model when we started. 14 days free, then $99 a month. School grew with free trials, hit a million users, but it took three years. So we made a new attraction offer. We added the school games, which had competition, rewards, and fun. Users exploded. We went from a million users to 15 million users in 18 months. That's 83,000 new users per month to 775,000 new users per month. That's three and a half times faster growth. Look at the difference here. And here's the best part. This new money model made us cash flow positive, which is completely unheard of for a platform at this scale, growing this fast.

• 26:01Alex Hormozi?

  And it freed up cash to invest even more to the product, making School 10 times better. Now that takes us to present day. And shows that money models work in all four ways to sell, including yours, the way you sell. One of each of the attraction, upsell, downsell, and continuity offer mechanisms. And normally, that would be enough. But we're all here. So that brings me to my last $100 million money model. This book launch event itself, which is one of these self-checkout online, number four. A free book launch like this costs millions of dollars to put on. And letting everyone know so they can show up also costs millions of dollars. But instead of losing millions, I built a money model that used pre-orders, various money model mechanisms to both make this event free.

• 26:47Alex Hormozi?

  Right? Y'all didn't have to pay tickets to be here. And have the funds to let everyone know about it. So let me show you what we did to demonstrate the ideas of the book with the book itself. So instead of just releasing a book, we offered a free event. Y'all are here. Plus, for anyone who registered, we offered VIP status if you pre-ordered.

• 27:09Alex Hormozi?

  By offering more value for the same price than if you waited. Way more value, lots and lots of value. And so this is called a pay less now or pay more later mechanism. After that, I offered two hard copies of my ACQ handbooks for free. If you bought 15 more copies, which is a buy X, get Y free offer, which I use in at least seven different ways. More on that later. So here's what happened. Day one, spent $22,000, got $34,000 back. Day two, spent $26,000, got $38,000 back. Day three, spent $21,000, got $49,000 back. But here's the important part. On top of that, we got 13,184 folks to find out about this event for free.

• 27:54Alex Hormozi?

  So we just kept doubling down, using house money to scale this all the way up. And so the bottom line is this. We spent four plus million on advertising and got six and a half plus back. So even though this costs millions to do, I didn't need millions to do it. And this is the point I'm trying to emphasize here. The first day just started the 22,000. Obviously, everything's relative. All right, I'm not saying that's gonna, you know, happen for you. But I'm saying that like, as long as you get that first customer, you can spin the wheel. Right? I just needed a $100 million money model. Because after that, the launch funds itself. So once a money model works, it's kind of like playing with house money at the casino. And this is how I scaled my gems fast, even though I started at 22 with very little. Right? This is how when I lost everything twice, I was able to get it back so fast.

• 28:39Alex Hormozi?

  You just need enough to get that first customer. After that, you double down. You set up a $100 million money model to create the cash flow to grow and you get out of the way. Because there's only four ways to sell stuff and money models work in all four. When you build a business with a hundred billion dollar money model, you can spend as much as you want to get people to find out about your stuff because you have the cash flow to do it. If you do it well, of course, it takes time and skill. My results are from both. Yours will differ. But given the size of this event, now you know it works at any scale in any industry at any price. So as long as a business sells something, there's a money model that scales it. That's how powerful it is. Yes, including your business, you who are here with me live today here on Sunday, rock and roll. These are the skills that have been most valuable in my life.

• 29:25Alex Hormozi?

  So if you're anything like me, they are definitely skills worth learning. And I want to transfer them to you to the best of my ability. So here's what we've covered so far. Cash flow is the only thing a business needs to survive. If each customer pays for two more, you remove cash flow as a limiter. A one hundred dollar money model is a sequence of offers engineered to get each customer to pay for two more. The four money model mechanisms are attraction, upsell, downsell, and continuity. There's only four ways to sell stuff. Online self-checkout, online with a salesperson, in person with a self-checkout, in person with a salesperson. And money models work for all businesses. Brick and mortar, B2B, consumer services, online businesses, SaaS, and physical products. And 100 million dollar money models made its own launch profitable using its own concepts before it was even released.

• 30:11Alex Hormozi?

  Can you see how a better money model, getting more customers to spend more money, less time, over and over again, can unlock the growth you want? Can you see how having a better money model helps you grow on your own without taking on bad debts, lame investors, or terrible partners? Can you see how a stronger money model can help you weather the bad storms, bad hires, and inevitable bad economies to come? Can you see how mastering money models could change your entire business or life without changing your product or delivery? Can you see how your business, big or small, online or in person, with salespeople or without, can use 100 million dollar money models to scale? In short, can you see why building the best money model possible is a skill worth having? And this skill may just be the bridge between where you are and wherever you want to go. At least it has been for me. So let me ask you a question.

• 30:57Alex Hormozi?

  Who here would like to master this skill? If so, drop a rocket in the chat. Great. Now to be clear, people don't fly out to my headquarters or ask us to invest in their business because they think I understand HVAC, plumbing, insurance, lawn care, coating, hair salooning, legal, or their business in any way better than them. They come because I understand the mechanisms of making money and how to combine them in the right order. In other words, they come because I know how to build money models. The result of implementing these skills every day for more than 13 years, the best of what I know about generating hundreds of millions a year, what took me from gym floor to doing cool stuff like this, it's with great pride that I introduce to you the $100 million money model system.

• 31:40Alex Hormozi?

  With this system, you have the opportunity to wield, chain, stack, and combine all 15 money model mechanisms with devastating effect. With the $100 million money model system, you can learn to master monetization. You'll have access to the tools that I personally use to transform businesses like yours and mine into cash flow machines, to have the cash flow to buy yourself the time, the talent, and the advertising to scale. $100 million money model is the most hot to system I've ever made. And judging by the world record, we just broke in the past 24 hours, possibly ever made. So here's the first thing that you get in the $100 million money model system. You convert strangers into first time buyers with attraction accelerator. So if you're someone who doesn't get enough replies or opt-ins, or your webpages don't convert,

• 32:25Alex Hormozi?

  or people don't trust you enough to buy from your content, then pay attention, this is for you. Remember how I scaled to six locations? I was able to do that with just one attraction offer mechanism. So here's what they are. An attraction offer something free or discounted that gets customers in the door, but makes money by getting them to buy something better at a higher price. Here's why they matter. Without attraction offers, you're stuck competing on price or hoping people randomly find you, which keeps you struggling to grow and scrambling to find your customers. Here's why doing them right is important. Done wrong, you lose money on every customer and go out of business. Done right, customers pay you more than it costs to get them on day one, giving you unlimited growth potential. So here's what you get inside. My five most unique and increasingly powerful attraction mechanisms. Starting with number one, win your money back.

• 33:09Alex Hormozi?

  With this reverse psychology method, customers pay full price, then work like maniacs to win their money back. This backwards approach gets insane results, reviews, and referrals. Number two, giveaways. It's a seven-day formula that puts strangers into buy mode within a week. And using grand prizes the way I'll show you, flood your business with people who already want your most expensive stuff and are pre-qualified to buy it. Number three, decoys. It's a dummy offer that gets customers to ignore your cheap stuff because they like your expensive stuff even more, even though it costs way more than expected. This attraction mechanism makes expensive feel cheap and turns browsers into buyers. Number four, buy X, get Y free. A quantity multiplier that gets customers to buy way more than they planned and thank you for it.

• 33:53Alex Hormozi?

  This attraction mechanism turns discount offers into irresistible free offers that get people to buy higher quantities of stuff or months of service on the spot. Number five, pay less now or pay more later. A speed bonus strategy that uses delays to get customers to pay faster to get a better deal. This early bird strategy gets people to choose your higher value offers right now because the longer the wait, the more they miss out on. Now, even a single attraction offer mechanism can change your business overnight. Because when you chain stack and combine them, you get endless ways to make whatever you sell more attractive without changing what you sell. So picture this, tomorrow, without changing anything about what you sell, you wrap your current offer in an attraction mechanism and suddenly way more people come out of the woodwork

• 34:37Alex Hormozi?

  asking to find out more who normally ignore what you have. Now, when done right, sometimes an attraction offer is just one, two weeks away from feeding a business for life. So think about your current leads. Could you get more and make more money from them by nailing just one of these attraction offer mechanisms? So here's why I was forced to learn this. The first time I started letting people know about my stuff, I didn't have a flood of interest. If anything, no one cared. It took me years to figure out how to transform something boring to exciting and turn strangers into buyers. That's what attraction offers do. But the attraction accelerator came at a high cost. The cost of wasting millions of stupid mistakes and during an endless stream of painful failures, making thousands of little tweaks that I had to figure out on my own.

• 35:22Alex Hormozi?

  But above all else, it cost me a decade of my life that you'd have to go through trying to figure out how to perfect each of these mechanisms. A traction accelerator helps you skip all that. And so the bottom line is this. A correctly installed attraction offer so valuable, you could ignore everything else I show you and get more pain customer service tomorrow. If you do, this will be the cheapest thing you ever invested. And given that I charged $15,999 for licensing just one attraction mechanism to business owners, I think it's reasonable to value traction accelerator that includes not just one attraction mechanism, but all five for $15,999. So that's the first thing you get. Now, if you're somebody who doesn't get leads to buy enough stuff at high enough prices, or they take multiple conversations to close

• 36:07Alex Hormozi?

  or delay until they never do, then pay attention, this is for you. Turn every sale into an even bigger sale with epic upsells. Here's why it matters. Attraction mechanisms get customers to make their first purchase, but if you want to maximize cash flow, you need to get them to buy more. Answer: epic upsells. So here's what they are. Epic upsells are whatever you offer next. Upsell mechanisms involve more, better, or newer versions of whatever you just bought. And they either solve a problem the earlier purchase reveals or enhance value. Here's why doing them right is important. When done wrong, people feel pressured, oversold, taken advantage of. When done right, people love them and give you cash instantly. Here's what you get inside. Epic Upsells gives you my four most used mechanisms

• 36:52Alex Hormozi?

  to turn first time buyers into bigger spenders. So the first is classic upsells. Number one, a problem reveal method where customers sell themselves on your next offer without you needing to mention it. This upsell mechanism gets customers to realize they need your next thing right after they buy your first thing. Upsell mechanism number two, menu upsells. This is what I was referencing earlier. A helpful consultant process that gets customers to realize you're not selling them stuff they don't need. Once you earn this trust, they'll take the next thing you offer, usually buying way more expensive stuff faster and feeling grateful for it. This thing slays. You have to use it ethically. Number three, anchor upsells. A sticker shock strategy that gets customers to happily spend way more than they planned.

• 37:34Alex Hormozi?

  And after using it myself, I find customers relieved to pay way more than they planned because your main thing looks like an incredible deal by comparison. Number four, rollover upsells. A pay it forward system that turns new customers into your highest paying repeat buyers and gets old customers more excited about your next offers. By getting customers to see a great deal right now, this upsell mechanism gets them to spend more money overall and faster. So here's why I was forced to figure this out. So early on, I got rejected constantly, right? Person after person told me they didn't want to, didn't want what I had. I got so nervous asking for sales that I would actually freeze up. And I was right to be nervous because my approach sucked and I turned people off. So instead, I figured out mechanisms that make upsells not only natural, but make it

• 38:18Alex Hormozi?

  obvious the next thing's worth getting. I want to save you the hundreds of blown sales and millions in trial and error. They work without any real sales skills, just present it. And so there's a right and wrong way to do these, and I'll show you the best way. I sold my supplement sales system for Prestige Labs, which included just one of these mechanisms. Number two, for $6,000. It helped gyms generate over $23.6 million in verified earnings. That's what they made. That's not revenue. That's what they made. Epic upsells gives you all four, not just the one that helped generate that. All four, which is why I value it conservatively at $5,999. So given these mechanisms work for thousands of businesses, do you think you can get even one more person per month to take an upsell? Great.

• 39:04Alex Hormozi?

  So here's what you get. Attraction accelerator valued at $15,999.

• 39:09Alex Hormozi?

  And epic op sales value $5,999. Total value $21,998. Now, I want to talk to someone else in the audience. If you're someone who constantly hears "no" when you're selling, or you do payment plans and you get ghosted, or you just push too hard, then sometimes regret it. Or you just give out panic discounts to close the sale. Or you just give up when you hear "no" altogether. Pay attention, this is for you. Turn every "no" into cash flow with dealmaker down sells. So here's why it matters. Attraction mechanisms are for getting the first purchase. Up sell mechanisms are designed to get the next one. But what if people say "no"? Answer: dealmaker down sells. Down sell mechanism activate when customers say "no". They're usually a change in payment structure, quality or quantity,

• 39:54Alex Hormozi?

  or offer different conditions. So here's why doing them right is important. A proper down sell mechanism doesn't try to get customers to say "yes" to something they don't want. It's about getting them to say "yes" to something else they do. When done wrong, customers don't finish paying, they start haggling, or they don't buy and hate you. And so here's what you're going to get inside. Dealmaker down sells gives you my three simplest, most used, and highest converting mechanisms to turn a "no" into a "yes". And the best part, you can use all three to boost cash flow without any sales skills. I use them in every business I own. So here's how you use them. Anywhere someone can say "no", you can and should install a down sell mechanism to turn into a "yes". So, the first of these, payment plan down sells,

• 40:38Alex Hormozi?

  which is a cash flow algorithm that steps down its customers from "I can't afford it" to "when can I start", without lowering your prices. I'll show you proven payment chunking that maximizes purchases and cash flow. Plus, I'll show you my seesaw technique that makes customers choose between huge cash savings now or tiny payments later. It's sick. Down sell mechanism number two, trial down sells. It's a skin in the game strategy that turns "no's" into "yes's" by letting customers prove to themselves that when they use your stuff that's directed, it's worth paying for with a catch. The catch stops you from wasting time or money with free tire kickers. This down sell mechanism gets people to use your product the right way, see real results, then pay for it. This is great for beginners. Number three, feature downsell.

• 41:19Alex Hormozi?

  A custom fitting formula that turns no's into yeses by giving customers exactly what they want at a price they can afford. And with my lock and key process, you just change qualities, quantities, or other product options to maximize what they pay for the value they get. I'll show you how to balance price versus value to get the most from every deal. I'll give you a hint, it's not a one to one ratio. Here's why this exists. Dealmaker downsell mechanisms are cash flow maximizers you've always needed, but didn't know existed, and the real sales secrets you always look for but could never find.

• 41:48Alex Hormozi?

  You've probably heard some or all of these. You might even tried them. But the magic is in the concept, it's in the details, it's in the execution. And I'll show you how I've sharpened these after years of testing and combining iterations from different businesses and industries from all over the world. And this is also crazy to me because these mechanisms are huge for maximizing cash flow. Yet no one teaches the right time to use them, how to price them, or how to structure them to turn no's into cash flow. That's the difference.

• 42:18Alex Hormozi?

  Dealmaker downsell mechanisms work everywhere. Checkout pages, calls, presentations, or in person. If you sell to humans, they work. I know because I've used them in all sales formats, at all scales, across physical products, services, and digital businesses. So picture this, a prospect says, I can't afford $6,000. Instead of losing the sale, you say, okay, what if we did $250 a month for 24 months? And you knew they'd pay. If they actually want your thing, they'd say, yeah, no brainer. And if every week you turn one no into cash flow, it makes a difference at the end of the year. Now let's turn the tables. A management offers you something for $6,000 and you really want it, but cash flow's tight this month. Then they say, no worries, why don't you do 24 payments at $249?

• 43:03Alex Hormozi?

  And you wanted it, that would probably make it a no brainer. So you do it. The key is knowing when to offer it and how to make sure you get paid. Given we spent $6.5 million in research for school to master just one of these, number two. At 1 one thousandth of that cost, this is a steal at $6,499. And given these mechanisms, do you think you can get even one more person per month to take a downsell? Great, so here's what you're getting. Attraction offer.

• 43:30Alex Hormozi?

  Accelerator, $15,000, that's $2,999. Epic up sells, that is $5,999. And dealmaker down sells, that is $6,499. Total value, $28,497. Now, this next one is for those of you who are living sale to sale, week to week, on the cash flow roller coaster and want to make consistent sales. I made this for you. Continuity Blueprint, the Holy Grail of Business. So here's what it is. A continuity mechanism that gets customers to keep making payments as long as you keep providing value. When done right, it stacks stable and predictable cash flow that grows automatically. When done wrong, it leads to rapid cancellations that burn your reputation, make you a sitting duck in hard times. To truly maximize your cash flow,

• 44:15Alex Hormozi?

  you have to stop chasing sales and build a customer base that gets bigger every month. That's the goal. But there's a problem. No one wants another monthly bill. So here's what you're going to get inside. I'll give you my three favorite continuity mechanisms designed to get people to want to opt into continuity and to want to keep paying over time. So continuity mechanism number one, bonus continuity. A gift wrapping strategy where you give customers something awesome, but only if they sign up today. This continuity mechanism dingles a bonus valuable enough to make customers first month feel better than free. This is how I stacked recurring revenue for gym launch. And the way I do it, something I call the sliding scale, you can balance how much cash you collect upfront versus how much you push into subscriptions.

• 44:58Alex Hormozi?

  This is ideal for low cash flow industries. Number two, discount continuity. My free but win method that turns discounts into long-term commitments that boost cash flow. This mechanism has five sub-mechanisms depending on the thing you sell. Engineered to get customers to commit for an entire year upfront and stay while making them feel like they're getting a steal, and they are. Number three, way fee continuity. A penalty avoidance mechanism that incentivizes customers to avoid a big fee by committing long-term. Get people to choose commitments over flexibility by making flexibility cost more. The best part is this, you get to pick the price of flexibility. It works particularly well in any business that takes time and resources to onboard customers and get customer results. I've built my fortune on continuity.

• 45:42Alex Hormozi?

  Gyms, supplements, software subscriptions.

• 45:46Alex Hormozi?

  Breaking even getting recurring customers is the holy grail for making companies sellable and valuable. Continuity allowed us to sell all three brands in 2021, two of which at a $46.2 million valuation. Every business wants recurring revenue, but customers don't want another subscription. These three mechanisms bridge that gap. So learn from my mistakes. It took me 13 years of trial and error to get recurring revenue stacking month over month. The errors I made cost me millions in profits. Every day you keep making them cost you too. And the worst part with continuity, those costs compound. But here's what it looks like when it's right. You advertise and instead of losing money getting people in the door and waiting months to recoup it, you break even or better. And each month you invest the cash flow of your recurring base into growth.

• 46:31Alex Hormozi?

  Next month it's more, the month after that even more. That stacking is the power of continuity done right. Now for context, I sold a continuity system for gyms at $41,458 a year and it used only one of these mechanisms. Number one, continuity blueprint, you'll get all three. So it's reasonable to value this at at least the same price of $41,458. So here's what you're getting. You're getting a traction accelerator valued at $15,999. You're getting all four epic upsells valued at $5,999. You're getting the three dealmaker down sells, the highest converting ones valued at $6,499. And you're getting my three most effective continuity offer mechanisms valued at $41,458.

• 47:15Alex Hormozi?

  Total value 69,955. The result, you get more customers, spend more money and less time over and over again, resulting in each customer paying for themselves and the next customer, removing your limiter for growth. Making your own $100 million money model. Once you learn, you'll chain, stack, combine, layer and sequence every money model mechanism like a monetization engineer. Because at the core, you just do something simple. You find every problem customers have and offer to solve it for them at the right time, the right place, the right way. And you do this and you become a master of monetization. You can instantly make any product more compelling to more people and change nothing about what you deliver. Just how they buy and how much they spend when they do.

• 48:01Alex Hormozi?

  Correctly installing even one of these can literally change your life. You don't need anything else. Because if business feels hard, you may think the same thing that I did. That you need to change industries or switch businesses. But you really just need to change your money model. Listen, these systems are more valuable than the master minds itself for $25,000, $50,000, $100,000 a year. From goobers who've never even done it. And will give you hilariously more value than $100,000 for your degree. To put this in perspective, if you paid my hourly rate for one-on-one money model strategy, it would cost you a million dollars a day. And that's not a marketing amount. That's what I actually, that's what I did that, I don't know, 20 something days this year. All right, like that's the real price. So if I priced it, it's what it's worth, $69,955. It'd be beyond reasonable for the entire system.

• 48:47Alex Hormozi?

  And before I tell you the price, let me ask you a question. How much is double your lead flow worth to you? How much is double your cash flow worth to you? How much is double your growth worth to you? Really think about it. Actually calculate in your head, hold that number in. Like what is it worth to you? If you knew beyond a shadow of a doubt, it would happen. Which of course you can't because all business involves risk and my results aren't typical and your results will vary. But if you did, wouldn't it be worth at least that much? Because after $100 offers and $100 leads came out, I got zillions of messages of people's lives and businesses being changed. And for all these guys, it would have been worth it at any price. And that's why $100 money models is a bargain and not $69,955, but $29,997. And consider this.

• 49:32Alex Hormozi?

  If all this did was allow you to start your first business like it did for me. Or scale your business without followers or cash. Or break through your multi-year plateau finally. Or save your business from closing like it did for me during COVID. If all this did was in 24 months, give you the skills to launch an event, even a hundredth of the size of the event we launched yesterday and today, using only what's inside, wouldn't it be worth it? I think so too, which is why it's an even bigger bargain. And not $29,997, but $9,997. Because if every week, all it does is get you one more customer at twice the value, at twice the speed, it would be more than worth it. And the best part is you only invest once, but you can monetize the skills for the rest of your life,

• 50:17Alex Hormozi?

  which is why skills are always the best investment. Look, if I put my last $1,000 in the S and P 500 in 2016, which returns 9% a year, I'd have $2,400 today. But instead, I invested my last $1,000 into the SME 500 Skills and turned that $1,000 into the business we have today. So which would you rather have? $9,997 or the business you want? Right, me too. Which is why this may be the best offer I've ever given, at not $9,997, but $5,997. But because I want each of you to 2X, 5X, 10X your growth and your business over the next 12 months. And to be clear, I want that for you, but I know we guarantee it because most people do nothing. So your results will vary.

• 51:00Alex Hormozi?

  But I know how life-changing this system has been for me and my family. And I want this to be affordable for everyone, but still an investment. I'm not going to charge 69,955, even though it'd be totally reasonable and a bargain. I'm not going to ask for $29,997. I'm not going to ask for $9,997. I'm not even going to ask for $5,997. And given each book demonstrates the concept inside, it only makes sense that money models be about making money, that I charge something for the system. And I feel a duty to demonstrate how to make offers properly. So people don't feel bad about making exceptional products available for purchase. Which is why I'm going to give you access to everything I just talked about today.

• 51:46Alex Hormozi?

  In the 100 million money model system. The attraction accelerator, epic upsells, dealmaker downsells, continuity blueprint. That will show you how to harness all 15 money model mechanisms into your business. For three payments of three interest free payments of $0. Yes, it's 100% free. It's all yours. As my way of saying, thank you for being part of this movement. Oh yeah, I almost forgot. So on top of that, you'll also get 100 million money is audiobook free. So you'll get both the money model system and the money models audio 100% free.

• 52:25Alex Hormozi?

  And for those of you who are here for my promise at the beginning to get something that's better than an NFT and less than a Bitcoin. I've got something else for you here live. Did I say that I just wrote one book since last time? Well, I didn't. I wrote another book in secret. And so it's with great pride that I'd like to present to you the lost chapters. This tome contains 24 chapters that couldn't fit inside of offers, leads and money models. This is the same quality, same finish as the other books. It's just that the chapters themselves were either too niche, or there's something that only applies to too few businesses or too complex. And so it includes concepts like this and this and this and a zillion more.

• 53:07Alex Hormozi?

  And this will be for sale for $29.99 after this event. But for everyone here live, since you guys hop back on today, Sunday. You can get it free. A digital copy just for being here. All right. So you get the 100 million money model system. You get the 100 million money models audiobook and the lost chapters, the secret fourth book. Free. That's enough value, right? Or is there even more? Because to not just read this stuff. But to actually use it. You're going to need the tools. So to make sure everyone who wants to start a business can use money models. One of my investment stipulations for school was that when the time was right, which it is right now, we could do three things.

• 53:52Alex Hormozi?

  Number one, add everything needed to make money models work into the platform itself, which with the features launching this month, we did. Number two, give you enough free time to get going. So instead of 14 days free, which is what school has only done for almost four plus years, we've never had another thing besides 14 days free. You with me here today for this book launch. Get not 14 days free, not 30 days free, not 45 days free, not even 60 days free, 90 days free. And number three, since inception, school's price has been $99 a month. And mind you, for many of that time, we were losing money because engineers apparently want to pay mortgages and eat food. All right. But school's price was $99 a month.

• 54:36Alex Hormozi?

  But since you're here with me live today, for anyone who stays after your 90 days free, we drove down the price from $99 a month to only $9 a month for life. A lifetime low rate of $9 a month, but only for people who sign up during this book launch. So I'm proud to say, and you can probably agree with me, that we accomplished all three. We installed the full money models tech so anyone can use it in their business. We got seven times the free time to actually get going. Make sure you can use this stuff in the real world. And if you choose to stay afterwards, you can stay afterwards for 11 times cheaper price. Literally what you could pay for 11 months of school before. It's a 11, you get it for 11 months, but you have to pay for one day.

• 55:20Alex Hormozi?

  So if you're an up and coming entrepreneur, this is your free tech starter kit. This is the best head start I can give you. So you get the money model system, the money models audiobook, the lost chapters and school all free. Now, for everyone in the chat who is asking, where do I get it? You will get it on Tuesday morning after the launch. And so for all of you guys who hang out afterwards, if you see somebody hops in and says, where is my, where am I getting the free stuff? It's coming on Tuesday, Tuesday morning after the launch. You'll see why.

• 55:53Alex Hormozi?

  Now, at the beginning, I said I was gonna help two types of people today. Up and coming entrepreneurs, I promised you I would help you get closer to that. Two day, four free period. And I just delivered. The Money Model System, free. Money Model's Audio Look, free. The Lost Chapters, free. 90 Days of School, free. With an 11 times lower price afterwards. For life. Do you feel like I kept my promise?