Read on Twitter
Boom! We @waricrew just hit a whopping 10M followers on social media!
In just 3.5 years, we raked in revenue of 70Cr ($9M), profits worth 15Cr ($1.9M), all while reaching an audience of 93M+ people.
Curious how it all came together? I share all that we do and learnt...
In just 3.5 years, we raked in revenue of 70Cr ($9M), profits worth 15Cr ($1.9M), all while reaching an audience of 93M+ people.
Curious how it all came together? I share all that we do and learnt...
In this (rather long) thread, I'll cover 5 aspects:
1. The outcome we've achieved
2. Our journey so far
3. How our biz is structured
4. The nitty-gritty of how we work
5. The lessons we've learned along the way
1. The outcome we've achieved
2. Our journey so far
3. How our biz is structured
4. The nitty-gritty of how we work
5. The lessons we've learned along the way
1. OUTCOME
a/ Financial Success:
I launched this business in Feb 2020.
In just 3.5 years, we've achieved consistent growth and profitability since Day 1.
PS: Keep in mind, these numbers are based on projections for the upcoming fiscal year, which may or may not be met.
a/ Financial Success:
I launched this business in Feb 2020.
In just 3.5 years, we've achieved consistent growth and profitability since Day 1.
PS: Keep in mind, these numbers are based on projections for the upcoming fiscal year, which may or may not be met.
b/ Making an Impact:
Over the past 3.5 years, our content has reached 93M+ people. The majority (80%+) is between the ages of 18-30 and located in India.
Our courses have over 372,000 paid students, with our enrollment growing by 8-10K students each month.
Over the past 3.5 years, our content has reached 93M+ people. The majority (80%+) is between the ages of 18-30 and located in India.
Our courses have over 372,000 paid students, with our enrollment growing by 8-10K students each month.
c/ Brand Collaborations:
We've partnered with 147 brands for talks, endorsements, events, and advertising.
A list that makes me pinch myself everyday!
We've partnered with 147 brands for talks, endorsements, events, and advertising.
A list that makes me pinch myself everyday!
d/ Team (@waricrew)
We've distributed 1.75Cr ($219K) in profit sharing over the years.
Zero voluntary attrition.
Together, we've explored Rishikesh, Pondicherry, Kerala, Kashmir, Udaipur, Mumbai, Goa, and Uttarakhand (with Thailand up next).
Love is in the air! ❤️
We've distributed 1.75Cr ($219K) in profit sharing over the years.
Zero voluntary attrition.
Together, we've explored Rishikesh, Pondicherry, Kerala, Kashmir, Udaipur, Mumbai, Goa, and Uttarakhand (with Thailand up next).
Love is in the air! ❤️
e/ Contributions:
We've supported 194 students, covering their school and college fees totaling 1.32Cr ($165K). This represents 100% of one of our income streams (more on this later).
All of this has been done through our company balance sheet; no separate entity involved.
We've supported 194 students, covering their school and college fees totaling 1.32Cr ($165K). This represents 100% of one of our income streams (more on this later).
All of this has been done through our company balance sheet; no separate entity involved.
2. JOURNEY
a/ I began my content creation journey 18 years ago.
Yes, you read that right :))
My blog started in 2005 while I was a business school student at ISB.
Since then, I've penned over 2,800 blog posts and continue to write every single day.
a/ I began my content creation journey 18 years ago.
Yes, you read that right :))
My blog started in 2005 while I was a business school student at ISB.
Since then, I've penned over 2,800 blog posts and continue to write every single day.
b/ In 2013, LinkedIn became my go-to platform as a young, inexperienced founder.
It was the perfect place to attract top talent directly.
I also spent a lot of time on Quora, ranking among the top 100 most followed people globally.
It was the perfect place to attract top talent directly.
I also spent a lot of time on Quora, ranking among the top 100 most followed people globally.
c/ YouTube and Instagram kicked off in 2017.
My first YouTube video was from a series called warikooWednesdays that had been live on LinkedIn for over a year.
In 3 months, it racked up 628 views.
Meanwhile, my first IG post got 3 likes.
Zero comments.
My first YouTube video was from a series called warikooWednesdays that had been live on LinkedIn for over a year.
In 3 months, it racked up 628 views.
Meanwhile, my first IG post got 3 likes.
Zero comments.
d/ Jan 2020: Started to assemble my content dream team
Mar 2020: Kicked off with a squad of 6.
Until then, it was just me.
I handled every video, post, and interaction.
Just me, my laptop, phone, mic, and a trusty stand.
Mar 2020: Kicked off with a squad of 6.
Until then, it was just me.
I handled every video, post, and interaction.
Just me, my laptop, phone, mic, and a trusty stand.
100+ videos on YouTube.
7+ years of consistent content on LinkedIn.
All before I had a team.
In March 2020, my biggest platform was LinkedIn: 765K+ followers
YouTube was 7,517
IG was 14,596
7+ years of consistent content on LinkedIn.
All before I had a team.
In March 2020, my biggest platform was LinkedIn: 765K+ followers
YouTube was 7,517
IG was 14,596
3/ The first million cumulative followers
This happened precisely 3 years back, in Oct 2020 :))
In April 2021, LinkedIn became the first platform to hit 1M followers.
Nov '21: YT hit 1M
Dec '21: IG hit 1M
Feb '22: We hit cumulative 5M
This happened precisely 3 years back, in Oct 2020 :))
In April 2021, LinkedIn became the first platform to hit 1M followers.
Nov '21: YT hit 1M
Dec '21: IG hit 1M
Feb '22: We hit cumulative 5M
May '22: 6M
Jul '22: YT hit 2M
Sep '22: 7M
Nov '22: IG hit 2M
Dec '22: 8M
Mar '23: LI hit 2M
(Fun fact: we became only the 4th person in the world to hit 2M on IG, YT and LI respectively. Only @garyvee, @BillGates and @narendramodi have done it before in the world)
Jul '22: YT hit 2M
Sep '22: 7M
Nov '22: IG hit 2M
Dec '22: 8M
Mar '23: LI hit 2M
(Fun fact: we became only the 4th person in the world to hit 2M on IG, YT and LI respectively. Only @garyvee, @BillGates and @narendramodi have done it before in the world)
Jun '23: 9M
Oct '23: 10M
Oct '23: 10M
3. Our structure
The company is WebVeda
Registered it in 2011; I knew I would do something with online knowledge/education some day.
As a holding company, we operate through three business units:
1. Content & Community
2. Courses
3. Investing
100% owned by my wife and me.
The company is WebVeda
Registered it in 2011; I knew I would do something with online knowledge/education some day.
As a holding company, we operate through three business units:
1. Content & Community
2. Courses
3. Investing
100% owned by my wife and me.
a/ Content & Community
This is what you see on social media.
I see content as a trust engine and not a sales engine.
So I rarely talk about the other businesses in my content.
The idea is to help, to offer value and to do so consistently.
This is what you see on social media.
I see content as a trust engine and not a sales engine.
So I rarely talk about the other businesses in my content.
The idea is to help, to offer value and to do so consistently.
The idea was to monetize this business unit early on through brand collaborations to fund the other businesses.
And as the other businesses grow in scale reduce this dependency (which it has - more on this later)
There are 4 income streams in this business...
And as the other businesses grow in scale reduce this dependency (which it has - more on this later)
There are 4 income streams in this business...
Here's how this BU made 28Cr ($3.6M) in revenue so far:
- Corporate Talks / Event presences
- Brand Collaborations / Endorsements
- Affiliate Income
- Royalty Income
Notice the intentional shift away from brand collabs, as the other businesses have scaled.
- Corporate Talks / Event presences
- Brand Collaborations / Endorsements
- Affiliate Income
- Royalty Income
Notice the intentional shift away from brand collabs, as the other businesses have scaled.
b/ Courses
This is where 80% of my attention goes.
We are building an online school to make young professional life ready.
Something that school/college ought to have done.
Our courses:
- Affordable
- Self-paced with life-time upgrades and access
- 100% refund policy
This is where 80% of my attention goes.
We are building an online school to make young professional life ready.
Something that school/college ought to have done.
Our courses:
- Affordable
- Self-paced with life-time upgrades and access
- 100% refund policy
This business has generated 42Cr ($5.2M) of revenue, through 372,000+ students who have paid for these courses.
Completion Rate: 72%
Refund rate: 4.7%
7 courses live, with a new course added every quarter.
Completion Rate: 72%
Refund rate: 4.7%
7 courses live, with a new course added every quarter.
c/ Investing
We invest in public markets and private startups, through the company balance sheet.
We have deployed 9.5Cr ($1.2M) so far with current value of 12.31Cr ($.5M)
PS: These returns aren't natural. I expect them to taper off as time goes on.
We invest in public markets and private startups, through the company balance sheet.
We have deployed 9.5Cr ($1.2M) so far with current value of 12.31Cr ($.5M)
PS: These returns aren't natural. I expect them to taper off as time goes on.
4. HOW DO WE WORK?
a. Heavy focus on hiring
I enjoy hiring. And I am good at it.
We follow a very unconventional approach to it, that works for us.
- When someone applies, we send them a list of 20 questions
a. Heavy focus on hiring
I enjoy hiring. And I am good at it.
We follow a very unconventional approach to it, that works for us.
- When someone applies, we send them a list of 20 questions
- We follow it up with an Emotional Test around attachment style and emotional regulation
No right or wrong answers here. This isn't an elimination round.
We're just trying to see if we'd enjoy working together, and vice versa.
If it's a yes, we'll give them a task.
This detailed assignment tests what they'll actually do.
Not what they have done in the past!
We're just trying to see if we'd enjoy working together, and vice versa.
If it's a yes, we'll give them a task.
This detailed assignment tests what they'll actually do.
Not what they have done in the past!
- Post which is the first time we get face-to-face with the candidate.
This is also when we ask them about their professional profile.
Notice we haven't seen or asked for their resume thus far.
We don't care about that document. We care about the person.
This is also when we ask them about their professional profile.
Notice we haven't seen or asked for their resume thus far.
We don't care about that document. We care about the person.
Application to selection is less than 1%
Since we are a small team and aim to be so - we have that privilege and luxury to be super-selective.
The team today comprises 13 individuals.
Content: 8
Courses: 3
Founders: 2
Since we are a small team and aim to be so - we have that privilege and luxury to be super-selective.
The team today comprises 13 individuals.
Content: 8
Courses: 3
Founders: 2
b. Embrace the Process
I thrive on processes.
And my company runs on them too.
Clear expectations. Measurable goals. Uncompromising quality.
Here's how we roll:
- 100% remote
- fully async
I thrive on processes.
And my company runs on them too.
Clear expectations. Measurable goals. Uncompromising quality.
Here's how we roll:
- 100% remote
- fully async
> Content & Community
Our production operates on a 2-week cycle because none of our content is time-sensitive.
With Asana as our project management tool, everyone stays in the loop, knowing exactly what needs to be done and when.
This is my asana screen for today.
Our production operates on a 2-week cycle because none of our content is time-sensitive.
With Asana as our project management tool, everyone stays in the loop, knowing exactly what needs to be done and when.
This is my asana screen for today.
Every Tuesday, RJ, the content operations manager, fires off an email to share with everyone how they performed meeting those deadlines.
And we're talking 278 unique tasks per week for the whole team!
And we're talking 278 unique tasks per week for the whole team!
At the end of every month, everyone in the team is supposed to reflect on their work and give themselves a rating.
I share feedback on their work and either agree or change the ratings
- Below expectations
- Meets expectations
- Exceeds expectations
I share feedback on their work and either agree or change the ratings
- Below expectations
- Meets expectations
- Exceeds expectations
> Courses
We launch a self-paced course every 3 months.
I do not prefer live-courses.
- They rely on the instructor's availability.
- They lack content leverage.
But, self-paced courses have abysmal completion rates.
We solved this through a unique approach.
We launch a self-paced course every 3 months.
I do not prefer live-courses.
- They rely on the instructor's availability.
- They lack content leverage.
But, self-paced courses have abysmal completion rates.
We solved this through a unique approach.
Our courses kick off with a handpicked cohort of 30 students, chosen through a rigorous selection process.
It's a 100% scholarship batch - no charges whatsoever.
All we ask is that every single interaction be recorded to eventually create an amazing self-paced course.
It's a 100% scholarship batch - no charges whatsoever.
All we ask is that every single interaction be recorded to eventually create an amazing self-paced course.
This is how it helps:
Our self-paced course makes students feel like they're in a live class with engaging interactions.
And it's working.
Our completion rates soar at 72%, smashing the typical 30% for self-paced courses.
Our self-paced course makes students feel like they're in a live class with engaging interactions.
And it's working.
Our completion rates soar at 72%, smashing the typical 30% for self-paced courses.
This business is bursting with potential:
- Regional languages
- Global markets
- In-person courses
- Exclusive fellowships for top talent
- B2B partnerships
Its success boils down to my personal ambition, not a shortage of demand or opportunity.
- Regional languages
- Global markets
- In-person courses
- Exclusive fellowships for top talent
- B2B partnerships
Its success boils down to my personal ambition, not a shortage of demand or opportunity.
c. Retention:
Building teams, pampering them, making them feel special - I love that.
@waricrew? Absolutely no exception.
> Offsites every 3 months
Fancy hotels, exquisite cuisine, top-notch drinks, epic games, deep connections - it's all part of the experience!
Building teams, pampering them, making them feel special - I love that.
@waricrew? Absolutely no exception.
> Offsites every 3 months
Fancy hotels, exquisite cuisine, top-notch drinks, epic games, deep connections - it's all part of the experience!
> Perks
The team gets lots of perks, irrespective of their status, so that they feel pampered, special and use their salary/stipend on essentials and investments.
The online courses is special.
Folks have availed courses from Berklee, IIM C and the likes :))
The team gets lots of perks, irrespective of their status, so that they feel pampered, special and use their salary/stipend on essentials and investments.
The online courses is special.
Folks have availed courses from Berklee, IIM C and the likes :))
> Profit Sharing
Since we are a private company, I do not have ESOPs. Because there is no buyer, except the company itself.
So we had profit sharing from Day 1.
Every quarter 10% of the company's net profits are distributed to the team as "profit-sharing".
Since we are a private company, I do not have ESOPs. Because there is no buyer, except the company itself.
So we had profit sharing from Day 1.
Every quarter 10% of the company's net profits are distributed to the team as "profit-sharing".
How is the profit-share determined for every individual?
While the pool is common for the team (10% of net profits), the individual amounts are determined 60% by the quality of their work (the monthly rating that I give them) and 40% by the timeliness of their work (asana).
While the pool is common for the team (10% of net profits), the individual amounts are determined 60% by the quality of their work (the monthly rating that I give them) and 40% by the timeliness of their work (asana).
How much do people make, on an average?
Jan - Dec 2022, the total profit-sharing pool was 75L.
On an average, people made ~8L as part of profit-sharing, in the year.
This is over and above their fixed stipend/salary and perks/benefits.
Jan - Dec 2022, the total profit-sharing pool was 75L.
On an average, people made ~8L as part of profit-sharing, in the year.
This is over and above their fixed stipend/salary and perks/benefits.
> Trust & transparency
I think the biggest aspect of how we work is that we all trust each other and we are completely transparent in our conduct.
- Everyone knows each other's salaries.
docs.google.com/spreadsheets/d…
I think the biggest aspect of how we work is that we all trust each other and we are completely transparent in our conduct.
- Everyone knows each other's salaries.
docs.google.com/spreadsheets/d…
- We ask questions openly
- We are genuinely nice people (which the hiring process ensures)
- I am invested in them - their personal growth, their well being, their investment corpus.
I love this team.
Could not have done it without them and feel so grateful to be sharing time and space with them.
- I am invested in them - their personal growth, their well being, their investment corpus.
I love this team.
Could not have done it without them and feel so grateful to be sharing time and space with them.
5. What have I learnt in the process?
This company is very different from my last 15 years of startup experience
- Boostrapped
- No founders
- Fully remote
- No ESOPs
- Slow and small
This company is very different from my last 15 years of startup experience
- Boostrapped
- No founders
- Fully remote
- No ESOPs
- Slow and small
Here are 3 things that I have learnt through this different journey
> You don't have to build tech. You have to use it
The previous ankur would be eager to build everything.
Today's ankur is wiser.
Our biggest cost line item is software.
We have not built ANYTHING!
> You don't have to build tech. You have to use it
The previous ankur would be eager to build everything.
Today's ankur is wiser.
Our biggest cost line item is software.
We have not built ANYTHING!
46 software providers at my service.
My monthly software bill: 10L ($12K), equivalent to one phenomenal full-time engineer.
I bring together the world's best engineers, working tirelessly 24/7 on what they do best.
List of all tools we use:
docs.google.com/spreadsheets/d…
My monthly software bill: 10L ($12K), equivalent to one phenomenal full-time engineer.
I bring together the world's best engineers, working tirelessly 24/7 on what they do best.
List of all tools we use:
docs.google.com/spreadsheets/d…
> Trust + Advertising: The Winning Combo
My content doesn't pitch my courses.
But my ads? Oh, they definitely do (I know, I know :))
While my content reaches 28M people every month,
my ads reach 41M.
For those who know me, the value of the content gets them to convert.
My content doesn't pitch my courses.
But my ads? Oh, they definitely do (I know, I know :))
While my content reaches 28M people every month,
my ads reach 41M.
For those who know me, the value of the content gets them to convert.
For those who do not know me, when they look me up, they discover years of (hopefully) quality content.
Landing page conversion jumps 4X when people come after an organic search on my name!
My distribution builds trust.
My advertising builds reach.
Together their drive sales.
Landing page conversion jumps 4X when people come after an organic search on my name!
My distribution builds trust.
My advertising builds reach.
Together their drive sales.
> Starting slow doesn't mean starting small
I used to believe in go big or go home.
Until I had to go home.
Today I am not playing the game anymore.
I am slow, I am deliberate.
If I am patient in every aspect of my life, why can't I be in business as well?
I used to believe in go big or go home.
Until I had to go home.
Today I am not playing the game anymore.
I am slow, I am deliberate.
If I am patient in every aspect of my life, why can't I be in business as well?
I have no goals to reach, no target to hit, no one to impress and no one to answer.
I am thoroughly enjoying this journey, with people who make the journey even more fun, while building wealth for all, helping others.
And I work less than 20hrs a week!
I am thoroughly enjoying this journey, with people who make the journey even more fun, while building wealth for all, helping others.
And I work less than 20hrs a week!
Finally - sharing the most important aspect of building this business
My WHY
My WHY
My values
Here's my belief:
If I can do it, so can you.
There's nothing that makes me special or different from you.
I'm not the smartest or hardest working person around.
What I've consistently done is bet on the one thing I have control over: myself!
If I can do it, so can you.
There's nothing that makes me special or different from you.
I'm not the smartest or hardest working person around.
What I've consistently done is bet on the one thing I have control over: myself!
Apologies for this rather immodest self-congratulatory thread. I feel uncomfortable writing it but I believe it might help somebody out there who is doubting their ability to win.
You can win!
You can win!
If there is anything I can help with, please DM me or reply - and I promise to help if I can.
There is nothing that I wish to hide, because there is nothing that I know that you do not already.
There is nothing that I wish to hide, because there is nothing that I know that you do not already.
List of resources:
1. warikoo brand deck:
2. wariCrew compensation:
3. wariCrew Software:
4. wariCrew Hiring:
docs.google.com/presentation/d…
docs.google.com/spreadsheets/d…
docs.google.com/spreadsheets/d…
docs.google.com/document/d/1tu…
1. warikoo brand deck:
2. wariCrew compensation:
3. wariCrew Software:
4. wariCrew Hiring:
docs.google.com/presentation/d…
docs.google.com/spreadsheets/d…
docs.google.com/spreadsheets/d…
docs.google.com/document/d/1tu…
If you found this thread helpful, please like/Repost the original tweet so that it can reach more people:
https://twitter.com/warikoo/status/1716754160484565482
• • •
Missing some Tweet in this thread? You can try to
force a refresh
