🧃 $250K/mo funnel breakdown + TikTok Shop formula

I wrote a thread breaking down MrBeast's leaked production guide. The tweet went viral, so I recorded a video sharing more of my thoughts.

Today's SIP letter includes 3 frameworks with some juicy startup ideas mixed in from two new episodes of The Startup Ideas Podcast.

Let's get sippin'

​Episode 1: Funnel hacking your way to millions with Jonathan Courtney

Funnels. Ads. Copy. Three core marketing components for every startup. And three things every entrepreneur obsesses (and stresses) over.

What if we focused on building trust instead of worrying about the metrics?

That’s the approach Jonathan Courtney and his team at AJ & Smart have used to build a multi-million dollar business. I invited JC back on the pod to tell me about his $250K-per-month funnel strategy.

I had so many questions. How are they making paid ads work so well? What's the secret sauce in their funnel? Can small businesses and solopreneurs really compete in the paid ad space?

He answers all these questions and breaks down his entire funnel – no fluff, just what's working right now.

​AJ & Smart use tactics that many 'experts' claim are dead. They’re proving you don’t need a massive budget or a team of growth hackers to win in the digital space.

Ready to build a killer funnel?

I have 1 framework, 1 funnel breakdown, and 1 startup idea to help you get started:

1) Funnel Hacking: Learn from what’s already working

Funnels are the lifeblood of every startup. And funnel hacking is an underrated growth strategy for dialing in those funnels. Why wouldn’t you want to leverage the expensive lessons others have already paid for?

At its core, funnel hacking is reverse-engineering successful marketing funnels to figure out what works and why - without so much guesswork.

And it’s not only for beginners.

Jicecream and his team at AJ & Smart have used funnels to convert millions of dollars in revenue. But they’re still funnel hacking to improve their funnels all the time.

They’ve deconstructed hundreds of marketing funnels, fine-tuning their funnel approach into a well-oiled machine. You can do the same.

Here’s how to start funnel hacking:

1. Sign up for your favorite creators’ (or competitor’s) funnels
2. Buy their stuff. Seriously, you’ll learn so much going through the customer journey
3. Map out every step of their funnel - ads, landing pages, emails - what hooks you in?
4. Analyze why each piece works (or doesn't)
5. Take the best parts and apply them to your funnel

I'm not saying copy-paste someone else's funnel. That's lazy and probably won't work. The goal is to understand what's working in the market and be creative making it your own.

This isn’t a one-and-done process. You’ll need to tweak and refine every step. Test, iterate, improve. That's the game.

When you understand why things work, you’re already one step ahead.

2) AJ & Smart funnel breakdown

J-icecream shared the entire funnel strategy that powers AJ & Smart. A system he’s tested and refined over 4+ years with 130K subscribers.

Here's the funnel in a nutshell:

1. Facebook/Google ads → Opt-in page
2. Opt-in → Video
3. Video → Calendar booking
4. Calls → High-ticket sales

And here’s a snapshot from the funnel in June:

• Ad Spend: $80,000 ($74K Facebook, $6K Google)
• Revenue: $252,000 (3.15x return on ad spend)
• Engagement: 339 calls booked

What makes this funnel effective is its simplicity. Instead of trying to automate everything, they focus on continuous optimization. They’re always testing - tweaking the copy, the flow, and even the timing of emails to see what drives the best results.

Another important note: They don't obsess over tracking every single conversion source. They use a tool called Hyros for some metric tracking, but JC emphasizes the importance of nurturing and building trust.

This isn’t a “sell, sell, sell” strategy. You’re bringing people into a journey with your brand. Think of your funnel as an ongoing conversation that evolves over time.

Here are a few takeaways to help:

• Start with a valuable, low-cost entry product (like JC's book funnel)
• Use ads to drive traffic but focus on ROI
• Nurture leads with email marketing and valuable content
• Don't be afraid of "old school" tactics like phone calls
• Build trust over time - think long-term relationships, not just transactions

You don’t need a complicated, automated funnel to drive sales. You just need a funnel that connects with your audience and convinces them they need what you’re offering.

Keep your funnel simple, keep it real, and it’ll work magic for you and your business.

3) Startup Idea: Lean ads agency

Most small businesses can’t afford big agencies, or some “guru” has burned them by overpromising and underdelivering.

There's an opportunity to be the honest, results-focused alternative.

Imagine a one-person ads agency laser-focused on specific niches. Things like salons, retreats, or local events. These are markets that often get overlooked but need marketing help the most.

You could position yourself as the anti-guru agency. Be the trusted service advisor you'd want to hire. Offer a revenue-share model to make it easier for clients to invest in ads while you prove your value through results.

Here’s the playbook:

1. Pick a niche you understand or are passionate about. Love yoga? There's your market.
2. Reach out to local businesses hesitant to spend on ads - offer to help fill seats or boost sales
3. Start with Meta ads, especially for audiences over 40 (still works like a charm)
4. Optimize their entire marketing funnel - show them you can help with overall growth
5. Track everything and be transparent about results

With this approach, you can build a business that’s lean, effective, and in high demand.

Yes, the ads space is crowded. But there’s a gap for agencies that focus on honesty and real impact. You don’t have to be the loudest voice—just the most trustworthy one.

Go deep, not wide. Build relationships and always, always overdeliver on value.

Your personal touch is your edge. Lean into it.

Full episode links: ​
​YouTube​, Spotify, ​Apple Podcasts​​​​​​​

Or skip straight to the juicy parts:

​06:29 Startup Idea 1: Paid Ads Agency
​26:06 Funnel Hacking and Conversion Optimization
​34:21 AJ & Smart Funnel breakdown
​44:15 Copywriting Hacks

​Episode 2: Cashing in on TikTok Shop with Oren John

​Oren John, “the internet’s creative director," helped create cult followings for brands like Red Bull and Ciroc. He’s the guy you call when you want to build a cult brand.

What he shared about TikTok Shop blew my mind. It’s way bigger than I thought.

My biggest takeaway from the episode:

How to capitalize on the TikTok Shop Revolution

TikTok isn’t just for viral dances or short-form content anymore.

With the launch of TikTok Shop, creators can now sell directly within the platform, combining entertainment with commerce. TikTok is now a one-stop shop for discovery and purchasing.

Imagine Instagram + Amazon in a single app. That's TikTok Shop.

It takes impulse buying to a new level because you can sell your products as quickly as you grab someone's attention.

But here's where it gets really interesting: TikTok’s algorithm is scary good at matching products with buyers. It knows what you like before you do. This is a massive advantage for both creators and businesses.

Brands are building networks of 50-100 creators to push their products. And some of these creators are making $10K-$25K/month through these commissions.

Here’s how you can join the revolution:

1. Join creator training communities — Communities like Your First Dollar and Cut30 will teach you the ins and outs of TikTok Shop content. Brands are scouting these spaces for new talent, giving you a direct path to paid gigs.
2. Pick a niche — Whether it's luxury goods, tech, fashion, or obscure hobbies, find your fit and own it.
3. Learn the tools — Start with platform-specific tools like Capcut and TikTok Editor.
4. Study the success stories — Watch how top creators are integrating products into their content.
5. Reach out to smaller brands — Connect with smaller brands not on TikTok. They’re more likely to give new creators a shot.
6. Engage with your audience — Respond to comments, do live sessions, and create a community around your content. Brands love creators with engaged followers.
7. Track your metrics – Use TikTok’s built-in analytics to measure your success. Build a portfolio that shows you can sell.

TikTok Shop is lowering the entry barrier to e-commerce in a way we’ve never seen before. Oren sees it as the next big fulfillment play, becoming a real threat to Amazon.

It’s still early. There's plenty of room for creators ready to stand out with quality content. You don’t need a big budget or even a big following to gain traction.

With the right content, TikTok does most of the heavy lifting.

The formula is simple: viral content + easy purchasing = sales.

Full 28-minute episode links:
​YouTube​, Spotify, ​Apple Podcasts​​

​​​

Or jump straight to the juicy parts:

​00:42 Startup Idea 1: Collectible Pokemon iPhone Case
​10:10 TikTok Shop is a game-changer
​14:57 The power of creator communities
​18:25 TikTok Shop success formula
​21:28 Oren’s tech stack and tools
​24:25 YouTube vs TikTok
​26:16 Oren's content creation philosophy

I hope these insights get your entrepreneurial spirit soaring. Forward this email to a friend or share on social media to get others thinking.

If you have a startup idea to workshop with me, join me for my YouTube livestreams.

I give feedback to anyone willing to share their idea on stage. Click ​here to subscribe on YouTube so you don’t miss out.

Have a creative weekend,

Forwarded this message?
​Sign up here for SIP updates​

​Youtube Spotify Apple Podcast​