 We're excited. This is awesome. You don't look so good. It's not some anxiety. Well, what do you want to do? Do you want to float? I think I can. I can maybe, you know. I've got to float, man. I've got to go float. All right, brother. All right. I'm going in. He's having some anxiety. So we're going to let him just float for about 15 minutes. Well, let's see. Yeah, shut that door. You've got to. See you later. Thanks. We're going to, we're going to try some dry floats. See how it compares with the wet floating. And we think it should be pretty good. All right, well, I'm going to start. We're going to talk a little bit about what's going on in the industry. And when I started in 2009, we actually opened in February 2010. About 90% of people were claustrophobic and that sounds ridiculous, but that's what we got. We're at trade shows and everything. So very quick. We're going to go through a lot of the things that we we're at trade shows and everything. So very quick, we're gonna go through a lot of good stuff. If you wanna take notes during this, I would just take a snapshot with your cell phone, but I'm gonna go through a lot of the good marketing stuff that we've learned. And in 2009, there was only 15 or 20 centers in the United States, which is mind boggling. There was, of course, Samadhi tank, there was space time tanks in Chicago, but very, very small. And you're looking at a $4 million annual at that time movement, which we're still in. And it's just mind boggling. And then in 2009, well, Andy, Andy, how many centers are in 2009? I'm floating right now. All right. I think there was one center. I think there was one center. We're gonna try to coax Andy out as I go, but I know he gets anxious up here. So, you know, and basically in 2011 then in the United States, we were looking at 80 active float centers, 80 active float centers. And I'd be very curious by a round of applause, who was opened in 2011. So a few people. So we went from 15 to 20 to 80 in just a few years, which is tremendous. So you're looking at about an annual revenue for the entire industry or movement of about $20 million. In 2011 in Canada, Andy, you're gonna help me out here. One. Still one, still one center. Sovarium, still one center in Canada in the entire country in 2011. Absolutely mind-boggling. So where are we now? So in the United States, there's 271 active float centers according to Time Magazine, which is, it's tremendous. Yeah, everyone give yourself a round of applause. And so you can see how the growth is absolutely exponential. And this is, of course, floatation locations with the source on this. And they're doing a tremendous job mapping out where to float. And you know, it's really amazing. In 2015 in Canada, we're up to 56 active float centers from one, from one float center. So where that puts us is in a very, very tremendous place. You know, if you look at the health and wellness industry, it's over $3 trillion a year industry, trillion. And basically you have yoga as a great example. Yoga is a $30 billion industry. And it just exploded in the last decade or so. So float therapy, if you break it down, you're looking at what I anticipate is in the next few years we're gonna enter into a billion dollar industry. So if anybody feels that, just give the whole industry a round of applause because everyone in this audience, that's what we have to do. So there is, let me go back to the slide. So there's about two million people floating in the US, or excuse me, two million people have floated in the US right now. And that's about a half of a percent of the population. And so when you talk to people on the street, at least I know when I do, I would say 10% of the people I talk to have actually heard of floating. And it's really getting out there. And so I believe through word of mouth, more centers opening the demand for floating right now is greater than the amount of centers that can hold that demand. And so we're going very fast. So you have to prepare yourself for six, so I'm gonna go through some of the things, while Andy's taking a little float here, that we do as a brand that's gonna help the whole industry. And then Andy's gonna get into what we can do as a movement to grow the whole thing from a $100 million industry to a billion dollar. And it takes a movement to do that. And so, true rest does about $125,000 per pod. I'm gonna go very fast. And 55% of our gross income actually comes from recurring memberships. And that's very important. So as a center, if you're not doing membership yet, definitely recommend it and talk to our team over at True Rest as well as Float House. So basically 20% of our clients, 20 to 25% of new clients come in are converted into members, which is absolutely tremendous. It's an amazing thing. And so I'm gonna go through a little bit where our paid advertisement comes from. And again, I'm going very, very fast. And so we get 30% from Groupon and Living Social, about 30% from social media alone. So we have 20,000 people on our Facebook page. So I get 80 to 100 people a month from just social media, new clients, which is tremendous. As someone earlier, we actually get less than about 1% from Yelp, though it does help for the review aspect of things, but for us, we're finding it's not bringing in a whole lot of new clients. 25% from referral, 25% from referral. So one fourth of our business is from referrals and word of mouth. 11% from the web, then 1% walk in, and then of course, 3% from the Joe Rogan podcast. And in Canada, that's more like 50%. So people love Joe Rogan. So what I wanna do is just break down some of the actual math for everyone on how we're doing this. So what we're doing, we're editing our marketing strategy. So what we're trying to do is we're taking everything we do and putting it into boxes. So we're trying to reduce our marketing at true rest and not have any one thing represent more than 20% of our marketing efforts. And it's called in marketing, polls in the water. So you wanna have multiple polls in the water. And I'm gonna show you an actual live example. So this here is some of the things we do. Oops, let me go back one. And this is our referral system in a very brief sense. So if you aren't doing these things, you wanna start doing these things. And this is things like follow-up emails. You can see on there, personalized letters, some retention calls. And so this is how we create that 25% of our clients coming in from referrals. And we're actually planning on increasing this through some other efforts. So you wanna keep tracking, tracking, tracking when you do these things. So the next one is ROI. And what you basically wanna do is, and that stands for return on investment. And so your ROIs, this is a real life example. So this is May of 2015. So we generated about 84 clients just from Facebook. And so we are spending about $8.33 to get a new client in the door. So if you have a center open right now, be tracking what kind of response you're getting with your marketing. Just have a little spreadsheet and you can track all these things. And so it's very, very useful to do this kind of tracking. And in our university at TrueRest, we talk about basically how much are you willing to pay for a customer. So when you think of marketing, you wanna think of it as, how much money does it cost to get that one person in the door? Obviously referral is free. And that represents the majority of our business. But some of the other things, you're looking at 20 to 25% of our flute cost we're using towards marketing. So think of it as a percentage. So how much are you willing to spend as a percentage to get a new person in your door? Some of the things we do are total annual value and lifetime value of a client. And so this basically breaks down for you. We're basically making $300 from a member in the lifetime. So as a percentage, you wanna look at your own store and your own metrics. You don't use ours. But what are you charging for a float and what's the percentage you'd be willing to charge for to get someone in the door? Andy, how are you doing? Doing good? He's out. I'm gonna have to go get him in a second. How quickly can you reach maximum capacity? So this is a very important one. So when you open a store in your business plan, you wanna map out, okay, how long is it gonna take you to reach maximum capacity? And so again, there's a myth in the industry that if you open, you're gonna just have your doors slammed open and you're gonna be fully booked. And we have seen that in certain areas, in certain centers, but you wanna really, really, really do your due diligence when you're marketing. Okay, so one of the big things is what can we do as an industry to grow? Every successful store brand will drive the entire movement. Avoid the pitfalls others have made. Learn from other success and apply best practices across the board. So I'm actually gonna, I'm gonna see if Andy's awake because he's gonna talk a little bit about what we should do as an industry as a whole. Oh, wow. How you doing? It's bright out there. How's the drive float, does it work? I don't know. I'm just coming out of my hypnagogic state right now. There you go. You know what? I'm feeling a little anxious myself. Oh, well, you could always go for a float if you wanted to. My mouth's all dry from talking, you know? Yeah, you gotta get in there. I tried the zero capacity float room. This is one of Kevin's. Wow, this is roomy. Okay, everybody. So today I just wanted to talk about a few things that I think I could give you guys a little bit of value on. And the first one I wanted to talk about is our situation and how we got to where we are. The second thing I wanted to touch on is a few keys to sales and marketing. And the third one is I actually wanted to do a call to action and provide an opportunity for everyone here today to get involved with something a lot bigger than ourselves. So let me get started. In terms of an opening of Float House, it was pretty much a dream. We did $65,000 within the first week. Okay, it was phenomenal. This is our team. Here's us celebrating with some champagne and our amazing staff. We were very lucky to have them. And from that outsider perspective looking in, it's very easy to think that running a float center is easy, right? But just by a show of hands, how many of you actually think that running a float center is easy? Nobody. It's a very difficult thing to do. And that's why I have a lot of respect for everyone in this room. But from that outsider perspective, it's easy to understand why. Because what do people see? Well, they see a packed schedule, media coverage. They see a large social media following. This is us expanding from five to nine tanks. This is us opening our second location and our first franchise. And that's all within the first year. And Mike and I had all this going on. We thought we might see one or two fast followers come along. But this is what's kind of put us into this unique situation in Vancouver. And I took that photo with my drone, which unfortunately I crashed about two weeks ago. Very sad about that. But what we saw happened in Vancouver really surprised us and it was this. And these are all fully functional, beautifully well done float centers, okay? And every time one of these new centers popped up, we watched them very carefully. And we were kind of surprised because they didn't really do a lot of marketing. And then sure enough, after they all got opened up, we saw lots of this. There's another name for these kind of deals. You know what that is? Business killers. This is something that we need to get away from as an industry. And I don't think a week goes by in Vancouver where we don't have one of these social shopper deals running. So I wanted to get into a little bit about what we can do and how we can get past using these as a crutch so often. And I want to go back to that first week that we had a float house and how that first week was actually a little bit of a mistake. That first week we sold 1,623 floats. So that is 541 grand opening specials at $120 each. And that works out to 65,000. But the first week potential could have been this. It could have been 541 membership sold. 541 times $40 which is the membership presale rate. And that equals $21,640 a month recurring. Now the first side is definitely not a sustainable business model. We're selling packaged floats, mostly one-off experiences. The second side is, and we've shifted our entire sales strategy to selling nothing but memberships. In fact, when we open our next center which will be Float House Sales Sury with Jeff and Val, and they are doing an amazing job with their marketing, our new goal is to start off with 300 memberships before our grand opening. And I really do believe that the marketing work they're putting in now, that is possible. So how are we gonna get there? Obviously we have to do a lot of marketing and sales. So here's some keys to sales and marketing that I wanted to share with you today. And the first one is evaluate your sales process. First off, do you have a sales process? All right, everything from the first impression somebody gets of your center to when they actually buy something that needs to be considered. And at Float House, we like to communicate floating as a practice or something that's done regularly and we reinforce this idea through our social media and our website. So hopefully by the time they end up at Float House and they're actually with us, they have the idea that this is something they wanna do on an ongoing basis. But if your team is non-bored with you, it's gonna fall flat. So the next step on the sales process is you have to inspire your team. And one thing I'm gonna say is every one of you in this room today is a leader. And you're leading a team of people that if you care about something, that they will care about it too. And if you make selling memberships a priority, so will they. And on top of that, we heavily incentivize our team to sell memberships. We set sales goals for them and we reward them financially for when they hit those goals. The next step is, of course, deliver on your promise. All right, we are selling restricted environmental stimulus therapy. All right, if you need some help getting that going, there's lots of people in this room that can help you today, like Sean McCormick from Float Seattle, the Float On Guys, okay, Nick from True Rest, come talk to us. But we have to deliver on what we're saying we're doing. If we don't, no one's really gonna buy anything from us. And the last step on the sales side of things is follow up. So every single person that comes to your doors is a potential membership opportunity. So ask them the right questions. Find out if we deliver it on our promise. And of course, if we did, and everything's great, this opens the door to talk about joining as a member. Now on the marketing side of things, I wanna talk about strategy a little bit. And I can't emphasize enough just how important it is to market your centers effectively. And we've seen it firsthand in Vancouver. We have seen some of the best float centers in the world open up. There are some centers that have put over a million dollars into their bill. But at Float House, we've done it to a pretty high level, but nothing compared to what's being done in Vancouver. But for the most part, we are still the most busy. And the only reason that is, is because we have basically 10X their competition marketing. So what's one of the ways we've done this? One of the most effective marketing tactics we've used is to grow community. And the most effective strategy to grow our community is our Float Ambassador program. And what this is, is essentially we go into the community, we find influencers. And they have to be in line with Float House values and the deal is they float for free as long as they post about it on their social media or they talk about it within their circles. So the next key on the marketing side is we've grown our community, but what are they saying about us? And what are they saying about floating? I can't tell you how many times I've sat down with somebody and had a little chat and found out that people don't really know that much about what floating is all about. And this was the inspiration for our what is floating video. If you go to YouTube right now, you can find it. And it's a really good baseline video. And this video serves two purposes, one to educate the general public and two to educate our staff. So we have actually a good base of knowledge circulating in our community. And the last step of this process is get creative. We found that traditional mediums for marketing are kind of just falling flat. We found that print, radio, billboards, people don't see them. They're kind of people have blinders onto these kinds of things, they just ignore them. So this fall, we're gonna start rolling out some guerrilla marketing tactics. And if you follow us on social media, you'll definitely see those things play out. And, excuse me, on the theme of getting creative, the main reason I wanted to speak today actually is because I wanted to invite everybody in here to join us in a North American-wide marketing campaign. And the entire campaign will center around this. So hashtag why we float. If you don't know what a hashtag is, just ask your neighbor. I'm sure they can tell you what it is. And it will be launched primarily on social media. So we're gonna launch it on Instagram, Facebook, and Twitter. And we will be running this contest. It'll be an online social media contest from October 15th to November 23rd. And how it works is pretty simple. So you post a picture, or somebody will post a photo, tell a compelling story as to why they float, and then they'll be eligible to win a prize. But what is this really about? What this is really about is content generation. One of the hardest things to do well with online marketing is coming up with a consistent content generating machine. So the reason why this is so powerful is because when somebody posts, they're gonna be advertising for you on a regional level, on a local level. They're gonna be advertising to their friends and family on social media as to why they float. And secondly, this is gonna put all these testimonials into a folder, essentially. That's what the hashtag is. So you can all go in there and pull out all the best ones, repost, reshare, and tweet them out. And it'll be a continuous stream of content generation. And of course, to incentivize this, we have some prizes and pretty awesome ones. And Float House and True Res are actually going to split these prizes right down the middle. And the first prize will be a trip for two to Kauai for one week. And we're gonna have two regional prizes and that will be free floats for life and also free floats for a year. And free floats for life basically is the same as our membership. So one float per month as long as they're alive and as long as we're still in business. So if you'd like in on this, please send me an email, and defloathouse.ca put in subject hashtag why we float. And when the time is right, I'll email you the official rules, install posters, and social media graphics. And all of these will be completely generically branded. They won't be any Float House or True Res logos on it anywhere. We're simply giving a marketing campaign. And from what I have seen, and what we've seen in Vancouver, I truly believe that floating is still very much a niche market. And we need to do something to hit a tipping point where we get more of the mainstream floating. And I truly think if we can come together and we can harness the power of our collective social medias, put it on your email list, put it on Facebook, boost it if it's on Facebook, so people will actually see it. Put it on Instagram, retweet it. I really think that we can get a lot of movement on this thing. So if you want in on this, now this is an opportunity for us to come together as a movement. And I really hope that we all jump in on this. Thank you. We have to get out now? Yeah, you're good. Oh man.