WEBVTT 00:00:00.000 --> 00:00:04.526 align:center I just had an incredible conversation with a seven-figure serial entrepreneur 00:00:04.527 --> 00:00:07.151 align:center whose focus is now on a direct-to-consumer product. 00:00:07.552 --> 00:00:10.326 align:center He's expanded from Canada to the U.S. 00:00:10.327 --> 00:00:14.010 align:center to Saudi Arabia in the Middle East, and the product itself is running on 00:00:14.011 --> 00:00:18.781 align:center a high right now. They just won 2025 CES Best Tech Innovation 00:00:18.782 --> 00:00:21.353 align:center Award. They were featured on Dragon's Den, 00:00:21.487 --> 00:00:25.718 align:center they just had a Costco run, and they just continuously are winning. 00:00:26.163 --> 00:00:28.569 align:center And so, throughout our conversation, 00:00:28.570 --> 00:00:32.743 align:center we had the opportunity to talk about what it takes to scale paid ads 00:00:32.744 --> 00:00:37.279 align:center for D2C brands, specifically how we took their brand from no 00:00:37.280 --> 00:00:39.706 align:center sales, no conversion data on the ad account, 00:00:39.746 --> 00:00:42.296 align:center to doing six-figure months. So without further ado, 00:00:42.316 --> 00:00:44.300 align:center I'd like to introduce you to Alberto Aguiler. 00:00:44.731 --> 00:00:47.631 align:center well, you say I'm Alberto, I'm a serial entrepreneur based here in Ottawa, 00:00:47.632 --> 00:00:50.451 align:center Canada, originally from Barcelona, Spain. Uh, 00:00:50.631 --> 00:00:54.031 align:center I moved to Canada just 11 years ago, have built three different startups. 00:00:54.691 --> 00:00:58.271 align:center Uh, software, AI, I'm now AgriTech and Consumer Electronics. 00:00:58.611 --> 00:01:01.851 align:center So, uh, it's been a rollercoaster of a journey. 00:01:03.111 --> 00:01:06.391 align:center That's the say of the lease and uh, we met about two and a 00:01:06.392 --> 00:01:10.631 align:center half years ago, uh, we met for coffee and we're chatting it up and, 00:01:10.711 --> 00:01:14.231 align:center you know, when it comes to 27Five and what we, 00:01:14.471 --> 00:01:19.051 align:center what I preach as one of our core values is impact and it's 00:01:19.052 --> 00:01:23.071 align:center positive impact for our clients. And when you were telling me about the impact 00:01:23.072 --> 00:01:25.311 align:center that you were trying to make, wasn't just for your, 00:01:25.312 --> 00:01:27.391 align:center your customers, it was at a global scale. 00:01:27.751 --> 00:01:30.531 align:center So it made me feel kind of bad about, you know, my goals and 00:01:30.532 --> 00:01:35.311 align:center ambitions. Uh, so can you talk about how planet form is helping 00:01:35.312 --> 00:01:39.091 align:center revolutionize kind of the sustainability of food and agriculture? 00:01:40.111 --> 00:01:42.231 align:center Well, we're trying to fix the way we're growing food, 00:01:42.471 --> 00:01:45.131 align:center as we believe that mass produce agriculture is broken. 00:01:45.531 --> 00:01:49.151 align:center Um, leading to obviously very unhealthy produce that you buy in supermarkets, 00:01:49.211 --> 00:01:51.851 align:center so with chemicals, pesticides, traveling thousands of miles. 00:01:52.451 --> 00:01:55.491 align:center So for us, we wanted to revolutionize agriculture by bringing the farm to your 00:01:55.492 --> 00:01:58.251 align:center home, empowering families, households around the globe, 00:01:58.731 --> 00:02:02.131 align:center uh, to be able to truly grow organic food that they can trust at 00:02:02.132 --> 00:02:04.221 align:center the commodity of their home. And of course, 00:02:04.501 --> 00:02:07.121 align:center to add a touch on the cherry on top, um, 00:02:07.401 --> 00:02:10.341 align:center we weren't satisfied with hydroponics, so we took it to ourselves. 00:02:10.342 --> 00:02:12.981 align:center I'm creating the most water efficient technology in agriculture, 00:02:13.661 --> 00:02:17.601 align:center uh, known as p-ponics. And so today we're across North America, 00:02:17.602 --> 00:02:19.621 align:center both Canada and the United States. Uh, 00:02:19.721 --> 00:02:23.041 align:center I actually just got back from Saudi Arabia, so we're now launching across the 00:02:23.042 --> 00:02:25.141 align:center Middle East as well. Uh, 00:02:25.281 --> 00:02:27.661 align:center so we have very big ambitious plans to be able to help with the 00:02:27.662 --> 00:02:30.071 align:center future of itself its inability. No, 00:02:30.131 --> 00:02:34.051 align:center that's awesome. And, uh, and so as you continue to grow, 00:02:34.471 --> 00:02:37.891 align:center um, there's a lot of things that kind of happen behind the scenes. 00:02:38.471 --> 00:02:40.651 align:center Uh, one of them is actually reaching and, 00:02:40.691 --> 00:02:42.931 align:center end customer or potential customer. 00:02:43.331 --> 00:02:46.191 align:center And so we started working together about two years, 00:02:46.811 --> 00:02:51.411 align:center uh, two years ago and It's been an amazing journey throughout that time. 00:02:51.851 --> 00:02:55.851 align:center Can you talk through, uh, when you first engaged 27Five, 00:02:55.852 --> 00:02:58.891 align:center what your expectations were, and how we kind of met those, 00:02:59.031 --> 00:03:01.831 align:center or even surpass those? It's very simple. 00:03:02.071 --> 00:03:05.851 align:center I get, I get, probably a couple of dozen requests every single week from 00:03:05.852 --> 00:03:08.111 align:center different marketing agencies, which I think most of them are, 00:03:08.112 --> 00:03:11.591 align:center you know, BS. Um, they're very quick-cutter. 00:03:11.731 --> 00:03:15.731 align:center They're not personalized, but, uh, they're one thing that clicked with 27Five and you 00:03:15.732 --> 00:03:18.201 align:center is you're a founder. Your founder, 00:03:18.381 --> 00:03:20.561 align:center your entrepreneur, you, you know how to get your hands dirty, 00:03:20.901 --> 00:03:23.281 align:center you understand how to be lean, you're not all about throwing a bunch of 00:03:23.282 --> 00:03:25.501 align:center one into the wall and see what's taken and doubled down onto that. 00:03:25.661 --> 00:03:28.121 align:center So, the care for attention, 00:03:28.361 --> 00:03:31.061 align:center the tailoring, um, the in-depth. 00:03:31.571 --> 00:03:34.511 align:center Understanding of the company, right? Like you were analyzing data and not on a 00:03:34.512 --> 00:03:36.711 align:center weekly basis, but on a daily basis, uh, 00:03:36.712 --> 00:03:39.771 align:center working with our entire marketing team. You were not substituting anyone. 00:03:39.931 --> 00:03:42.651 align:center You were the complimentary skillset that we were lacking, 00:03:43.011 --> 00:03:46.671 align:center uh, which empowered our marketing team to perform to the standard that I needed. 00:03:47.071 --> 00:03:49.471 align:center So that kind of tailorship and, 00:03:49.472 --> 00:03:53.991 align:center and, and founder point of view is the one thing that I 00:03:53.992 --> 00:03:57.051 align:center think 99% of marketing agencies lack. And so for me, 00:03:57.091 --> 00:03:59.331 align:center that was a no brainer. I kind of shook my shot there with you. 00:03:59.991 --> 00:04:02.971 align:center And two years later, I mean, we've never seen better performance in our ads 00:04:02.972 --> 00:04:05.171 align:center than I've seen before. Uh, 00:04:05.331 --> 00:04:07.871 align:center that's, that's wicked. And one of the things that you touched on there is 00:04:07.872 --> 00:04:10.051 align:center you have an existing marketing team. Uh, 00:04:10.052 --> 00:04:14.711 align:center not only a marketing team, but an amazing group of talented individuals and 00:04:14.712 --> 00:04:18.271 align:center marketers. And so when working with 27Five. 00:04:18.551 --> 00:04:21.831 align:center You know, we weren't brought in to replace your existing team. 00:04:22.171 --> 00:04:26.071 align:center Can you walk through kind of the steps and how we were able to 00:04:26.072 --> 00:04:30.391 align:center complement those skill sets that you were lacking more on the paid advertising side 00:04:30.392 --> 00:04:34.351 align:center and media buying ad creative and kind of the strategy and direction? 00:04:35.191 --> 00:04:37.351 align:center Well, to start, I mean, we had it, we're, 00:04:37.391 --> 00:04:39.721 align:center we're, we're starting still today. So, 00:04:39.821 --> 00:04:41.821 align:center the started means that you need a jack of all trades in the market 00:04:41.822 --> 00:04:44.981 align:center department. I mean, at the time, I think we had two people running, 00:04:45.181 --> 00:04:47.561 align:center you know, the marketing, everything from content creation, 00:04:47.861 --> 00:04:50.401 align:center newsletters, uh, some in-house ads, 00:04:50.621 --> 00:04:53.281 align:center web development. So, there was spread very thin. 00:04:54.001 --> 00:04:57.001 align:center Um, when you joined, when 27Five joined, 00:04:57.221 --> 00:04:59.321 align:center we felt that we had a fooling house team. 00:04:59.871 --> 00:05:02.131 align:center Taylor to what we really need it. Um, 00:05:02.651 --> 00:05:05.851 align:center not just by your guidance, but whenever we need someone doing content creation, 00:05:05.991 --> 00:05:08.251 align:center you immediately were that person that, okay, you know what, we can, 00:05:08.371 --> 00:05:10.891 align:center we can solve that problem right now, times of the essence. 00:05:10.892 --> 00:05:13.251 align:center Let us get something right away by the end of the day or by 00:05:13.252 --> 00:05:16.411 align:center tomorrow. And that allowed us to keep that momentum rolling whenever we did not 00:05:16.412 --> 00:05:19.451 align:center have those resources. Um, so of course that helped, 00:05:19.452 --> 00:05:24.071 align:center you know, both our marketing guys to what have peace of mind about what 00:05:24.072 --> 00:05:27.981 align:center going on and execute on what moves the needle. So I just said, 00:05:28.161 --> 00:05:31.321 align:center I mean, 27Five is a jack-of-all trait itself with obviously multiple attributes. 00:05:32.061 --> 00:05:34.701 align:center And whenever we need something last minute, you always think to have that person. 00:05:36.081 --> 00:05:38.141 align:center Oh, it's, uh, impact, positive impact. 00:05:38.301 --> 00:05:41.281 align:center And I'm happy we were able to, uh, to provide that for the team 00:05:41.282 --> 00:05:43.481 align:center and that when we look at your revenue charts, 00:05:43.482 --> 00:05:46.281 align:center uh, especially when we started advertising, um, 00:05:46.621 --> 00:05:49.121 align:center you know, we talk about, you know, is all these claims about role as 00:05:49.122 --> 00:05:51.401 align:center in this and that, uh, but, you know, 00:05:51.461 --> 00:05:54.021 align:center the data never lies. And so, uh, new customers, 00:05:54.361 --> 00:05:57.541 align:center new customer acquisition is a big thing for you. And so when we look 00:05:57.542 --> 00:05:59.881 align:center at your revenue charts, you kind of go up in that first year, 00:06:00.141 --> 00:06:02.721 align:center then you go up again, and then you go up again, 00:06:02.921 --> 00:06:06.101 align:center really, uh, and it really spikes. And, 00:06:06.221 --> 00:06:09.941 align:center uh, we talk about advertising and it's not something that happens overnight, 00:06:09.942 --> 00:06:13.461 align:center uh, but it's something that's built over time. And so with the continuous efforts 00:06:13.462 --> 00:06:16.741 align:center that we've been able to push through, we hit six bigger months, 00:06:16.941 --> 00:06:21.781 align:center uh, like really amazing stuff there. And so when we talk about 00:06:21.782 --> 00:06:25.741 align:center as a CEO and having confidence in the team that's supporting you, 00:06:26.001 --> 00:06:28.581 align:center Can you give me a bit of insight and how that feels that when 00:06:28.582 --> 00:06:31.921 align:center you know you can trust that the work is being done? Well, 00:06:31.922 --> 00:06:35.161 align:center that's the whole point of being a CEO. It's all about trusting the team 00:06:35.162 --> 00:06:37.681 align:center on executing what they're supposed to do. Um, 00:06:38.981 --> 00:06:42.821 align:center the CEO is absolutely useless if he has to be part of every department 00:06:42.822 --> 00:06:47.081 align:center in a day-to-day scenario. What I need to always was leaders in every department 00:06:47.082 --> 00:06:50.231 align:center and leader in the operations and the finance and the In the, 00:06:50.232 --> 00:06:52.611 align:center in the marketing, in the sales, um, 00:06:52.791 --> 00:06:55.691 align:center I'm marketing, well, because it was spread so thin, 00:06:55.891 --> 00:06:58.831 align:center I had to always be involved and being involved in even content creation, 00:06:58.911 --> 00:07:02.651 align:center even social media posts. And I think that in the last two years, 00:07:02.771 --> 00:07:04.851 align:center being able to see a transition where I can just be reported, 00:07:05.131 --> 00:07:07.651 align:center the metrics that we need on a weekly basis. 00:07:08.151 --> 00:07:10.751 align:center It gives me a full understanding of how well the company is performing and 00:07:10.752 --> 00:07:13.791 align:center when the company needs my attention, which allows me to perform as a CEO 00:07:13.792 --> 00:07:16.551 align:center that plans for needs, uh, pushing on business development, 00:07:16.751 --> 00:07:18.831 align:center government contracts, sales, uh, 00:07:19.491 --> 00:07:23.211 align:center raising capital, um, so yeah, 00:07:23.251 --> 00:07:25.631 align:center it allowed me to actually execute for that for once because our marketing with 00:07:25.632 --> 00:07:27.911 align:center all over the place was scrambled ups and downs, ups and downs, 00:07:28.091 --> 00:07:31.711 align:center and then the last two years it's been a consistent growth that not only 00:07:31.712 --> 00:07:34.671 align:center has it given me the confidence that marketing is in what it's supposed to 00:07:34.672 --> 00:07:37.741 align:center do. It gives me the confidence that the company is in the metrics that 00:07:37.742 --> 00:07:40.961 align:center it's supposed to keep going towards the road of that I forecasted. 00:07:40.962 --> 00:07:43.841 align:center No, that's amazing. And so, to any other founders, 00:07:43.842 --> 00:07:48.481 align:center especially BDC founders, that are thinking about possibly working with 27Five or 00:07:48.482 --> 00:07:52.181 align:center even just thinking about engaging with a marketing and advertising agency, 00:07:52.661 --> 00:07:55.121 align:center do you kind of have a note that you'd want to share to them 00:07:55.122 --> 00:07:59.501 align:center based on your experiences? They have to talk to you, 00:07:59.581 --> 00:08:02.701 align:center man. Once they talk to you, they'll see the magic because like, 00:08:03.181 --> 00:08:05.761 align:center As I said, I get so many requests on a weekly basis. 00:08:06.321 --> 00:08:10.721 align:center Took me one lunch with you, one coffee, and the ideas that you're spitting 00:08:10.722 --> 00:08:15.021 align:center out, the perspectives, the, the, you're not saying what every other marketing seemed like. 00:08:15.141 --> 00:08:17.321 align:center Give me $10,000 a month, we'll throw some ads. 00:08:17.801 --> 00:08:20.581 align:center In four, five months, we'll collect enough data to understand if things are profitable. 00:08:21.001 --> 00:08:23.861 align:center Dude, four, five months later, that's $50,000. You ain't like that. 00:08:24.231 --> 00:08:26.551 align:center You're all about like, let's start lean, let's see what's working, 00:08:26.791 --> 00:08:30.571 align:center let's pivot quickly, let's get as much feedback and big data driven decisions, 00:08:30.891 --> 00:08:34.791 align:center and you understand what a founder needs. You're not here to suck someone's money 00:08:34.792 --> 00:08:37.851 align:center out completely, you're here to work for the long term. And I've seen that 00:08:37.852 --> 00:08:40.011 align:center from day one, and that's what remained as loyal to you. 00:08:40.571 --> 00:08:43.431 align:center And until now, regardless of how big 27 and 5 got, 00:08:44.071 --> 00:08:47.771 align:center um, you still have that founder perspective. And so you understand that. 00:08:48.051 --> 00:08:50.491 align:center Returning investment is everything, and, 00:08:50.492 --> 00:08:53.031 align:center and, and the strategy we implemented have allowed us to get to this point. 00:08:53.351 --> 00:08:57.671 align:center So, if any founder's under, just booked that meeting with Devon and I'm filled 00:08:57.672 --> 00:08:59.711 align:center that connection. You got to talk to him to understand what, 00:08:59.712 --> 00:09:02.131 align:center what the plans really are and how different things are from the rest of 00:09:02.132 --> 00:09:04.891 align:center the marketing agencies. I really appreciate that. 00:09:05.111 --> 00:09:07.391 align:center And my final question to you is, uh, 00:09:07.511 --> 00:09:10.131 align:center going through the decision-making process, let's think back, 00:09:10.311 --> 00:09:12.971 align:center you're talking to a younger version of you. Um, 00:09:13.371 --> 00:09:16.551 align:center what would you say to that younger version as you were going through that 00:09:16.552 --> 00:09:20.691 align:center decision-making process, uh, before actually engaging with 27Five? 00:09:23.611 --> 00:09:26.811 align:center You gotta trust your gut feeling, man. Energy's don't lie. 00:09:27.251 --> 00:09:30.051 align:center You gotta, you gotta vibe with the person, you gotta trust the person, 00:09:30.151 --> 00:09:32.931 align:center you gotta see that whatever they're saying makes sense, if you're not playing with 00:09:32.932 --> 00:09:36.691 align:center you, if you feel like you're both aligned with the end goal, 00:09:37.231 --> 00:09:40.671 align:center and what it will take to that end goal, trust your gut feeling. 00:09:41.131 --> 00:09:43.151 align:center If one tiny little red flag comes up, 00:09:43.551 --> 00:09:45.851 align:center that might not be for you. But, 00:09:45.852 --> 00:09:49.551 align:center uh, that's what I said, man. I think I think that trusting your gut 00:09:49.552 --> 00:09:53.971 align:center feeling and trusting that that person you're working with is genuinely authentic with what 00:09:53.972 --> 00:09:57.231 align:center they're saying. That's worth millions of dollars. 00:09:58.471 --> 00:10:00.771 align:center And that's what we're exactly what we're working towards. 00:10:01.071 --> 00:10:05.191 align:center So I really appreciate you taking the time and is there any last words 00:10:05.192 --> 00:10:07.511 align:center or anything that we should be looking for with planet form in the near 00:10:07.512 --> 00:10:10.891 align:center future? Just keep your eye out, 00:10:10.971 --> 00:10:13.271 align:center man. We're making noise. We're making a lot of noise out there, 00:10:13.451 --> 00:10:16.891 align:center and uh, we're trying to help the globe. So hopefully you'll be staying planted 00:10:16.892 --> 00:10:19.191 align:center from in your nearby stores or in your neighbor's house. 00:10:20.091 --> 00:10:22.291 align:center Amazing. You definitely find one at my house. 00:10:22.391 --> 00:10:24.591 align:center We have one. We've had one for a few years now, and it's been 00:10:24.592 --> 00:10:28.211 align:center amazing. So, uh, I'll have a link in the description as well to, 00:10:28.212 --> 00:10:30.791 align:center uh, if anybody wants to check it out, uh, 00:10:30.811 --> 00:10:34.921 align:center really, really amazing stuff and The one thing is the amount that you actually 00:10:34.922 --> 00:10:37.661 align:center are able to yield, um, on a regular basis, 00:10:37.701 --> 00:10:40.301 align:center so really great stuff. Alberto, I appreciate you taking the time, 00:10:40.302 --> 00:10:42.901 align:center and I'm really excited to see the continued growth of Planet Form. 00:10:43.581 --> 00:10:45.621 align:center Thank you, brother. It's super excited to keep working together. 00:10:46.301 --> 00:10:48.441 align:center Likewise, take care. Have a good one.