Matthias:

Welcome, Angela Elizabeth Baker. She's our certified holistic health practitioner and a biologist with a master's in cell biology and plant science. Her healing journey actually led to the creation of her company Goddess Body in 2011 and the Goddess Academy in 2022. Today, her company has more than 10,000 loyal clients worldwide and is growing strongly. Angela, welcome to the show.

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Angela:

Thank you. Thank you for having me.

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Matthias:

100%. So let's start with why do you do what you do?

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Angela:

Long story short, just going through my own holistic health journey. I was on the path actually to become a medical examiner and figure out why people die. But going through that journey, I was having my own ill health issues with cyst and other feminine health issues, hormonal issues that I wasn't going to be able to have children.

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Angela:

Long story short, got into holistic health by way of a good friend of mine who was into natural healing, and I tried everything. You know, the doctor said, We're going to have a hysterectomy. There's no way you're going to have kids, You know, within a year of practicing what I do now, where I teach others now, I was pregnant.

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Angela:

And then from there on, it changed my life. I have five children now. And, you know, I create herbal supplements for women's holistic health based off of my teachings and my journey with it.

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Matthias:

Amazing. And what did you do before all of that?

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Angela:

Well, that started really early. So the issue started in my teens. And so going into college, you know, I can really open my mind. You leave small town USA, you go into university and you're exposed to so much different things that you weren't aware of. And my good friend in college is actually what brought me into that. So I was like around 20 when they told me, you know, I would not be able to have kids.

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Angela:

I had been suffering with these issues from 16, you know, really bad periods of cramps, had to get wheeled out on a wheelchair going through a bottle of Advil, ibuprofen in a week, every month, know it's just killing your liver, all these different things. And so it was that journey early on. I started really early and launched Goddess Body as a result of all that.

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Angela:

So prior to that, I was in school, you know, and I finished school, I end up getting my master's and everything. But combined that holistic knowledge with the science to, you know, impact

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Matthias:

Amazing, just out of curiosity, what would you have become without like, like what is a normal career that Angela would have pursued otherwise?

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Angela:

definitely. Forensic medical examiner. That was my passion and it still is. I'm still kinda geeked out by it. But instead of figure out why people die and I actually did have jobs within the lab and within the field working for, you know, helping people to get organs that needed their organs while building my business. So I was definitely in the field doing DNA and all these things.

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Angela:

And it was a lot of death coming across my desk. And a part of it was, well, a lot of people are dying from things that we could prevent, especially early on, young you know, we saw a lot of, you know, strokes and things of that nature. Like majority were diet related, the things we could control. And so I was going down that path and then I stopped.

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Angela:

I was sick of seeing the death and I was like, how can we prevent a lot of this from occurring? You know? And then of course, my own journey coupled with that and it's just those hours, 12 hour shifts, you know, I don't know if you're familiar with the medical industry, but it's daunting a lot of times.

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Angela:

And I was just ready to pivot out of it.

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Matthias:

Okay. Makes sense. So let's talk about your business. The goddess group. What is it like if I'm a customer? What see, what's the offer and what value do I get? What do I buy?

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Angela:

Yes. Okay, so with Goddess Body, we offer what we call holistic health for the 21st century goddess. So there's a saying in West Africa called Go back and fetch it. We go back and fetch the knowledge Sankofa of our past, of our forefathers and foremothers of the simple life, what they used to do, how they used to use the herbs and the you know, everything in the medical field is created from plants.

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Angela:

So let's go back to the plants and get some healing without all the quote unquote side effects. And so with that, I just combine both. I say one side of it is the health and beauty side, and the other side of it is the supplement side. So one is the outer and one is the inner. So when you venture to Goddess Body, one of our number one products is the Goddess Yoni Oil.

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Angela:

Goddess Yoni Wash for women's feminine hygiene. And then we have the beauty products which are all plant based, 100% natural and organic. And then we have the supplement line, which is all ingestible herbal products that you take to balance your hormones or to detox your body, hair, skin. And now so we're bringing the body into balance by looking at the outside and the inside.

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Matthias:

That makes sense. And you sell all of that online or okay, 100% online. There's no hybrid? Ok make sense.

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Angela:

We create everything from scratch.

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Matthias:

What are the price points? I bet I can buy the supplements, stand alone. I can buy the outer and the inner together. Like what? What, what, what? What are the price points?

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Angela:

Definitely. It's very affordable. So our most popular the oil and the wash average between $15 to $30 it depends on the size range and that's something that you would keep up with monthly just like you put lotion on your skin and you get toothpaste to brush your teeth. That's a hygiene practice. And then the supplements as well is something you would do monthly, like the way you would take multivitamins and what not.

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Angela:

And those price ranges anywhere between, again, $15 and $50 depending on the supplement, you know, so it's very cost effective. We want it to be part of the lifestyle journey that women are taking, you know, to live healthy.

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Matthias:

Makes sense. And I guess it's so what's the funnel? I guess you have an e-comm like a Shopify store, and then you run either paid traffic or organic through your social channels, like maybe tell us a little bit like how how's the funnel? Like, how do you sell?

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Angela:

Yes. So we got a lot of our claim to fame in 2014, up to 2018, 19 through Instagram. So majority of our client base, we have over 100,000 women who support us on Instagram, and that is where we put in majority of our clientele from. But nowadays we're pretty much on all social media platforms. But again, the hub is Instagram and we don't really do a paid sales too much.

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Angela:

Not paid sales can be paid ads too much. A lot of it has been organic traffic just through education and showcasing other women's results through that. And then we have some outside funnels like through Clickfunnels and whatnot for certain products, but more so that's the educational products on the digital end, which was the academy we launched last year teaching the women how to fish, teaching them how to create these things for themselves and their family and even mentoring them in their own holistic businesses as well.

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Matthias:

Just really quick, the academy, how much is that?

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Angela:

The academy ranges as well. If you want to just learn how to do it for yourself. We have courses that start at $22 if we're going up to a mentorship that can be up to $4,000 for the mentorship. It's a yearlong mentorship and we actually teach women how to scale to a six plus figure holistic business.

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Matthias:

Wow wow wow ok, so you have high-ticket in place. That's amazing. Okay. And how do you deliver the value today? What tools do you use.

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Angela:

On the academy side?

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Matthias:

Yeah, let's let's even take yeah, let's do the academy but also for, for the, the e-comm part.

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Angela:

Okay. For the e-comm part we actually partner with the fulfillment center. Now we scale to a fulfillment center. So we still create everything in-house, I’m still the lab-rat. We're still back there creating the products. And then we ship all the inventory to a fulfillment center in New Jersey. And what happens is when the orders come in, they pick and pack the orders and they hold our inventory there and ship it out worldwide. That way we could just focus on our gifts and talents and not have to be inundated with shipping out orders.

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Angela:

As far as fulfillment on the academy side, everything is totally automated. We love Shopify Network. We even set up our courses and everything through Shopify network, but we're actually pivoting over to Passion.io, believe it or not, to host it. It's true. Like for the past two months I've been racking my head around, how do we get all this converted over to Passion.io?

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Angela:

Because having the app and that community in-house, it's just the software and everything that you guys are using. It's just it's beautiful, you know, and everything is on Shopify right now. But within a month from now, we are definitely going to switch over all of our course platform to Passion.io. But right now, delivery, if you were to get any of our courses or join the mentorship it’s through Shopify.

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Angela:

And once they get they just automatically get access to like, you know, Zapier connections and whatnot and then they have access to the courses which are prerecorded and then live weekly meetings with me.

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Matthias:

Okay, Got it. The last thing through Zoom or how do you do that?

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Angela:

Yes, through Zoom.

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Matthias:

Okay. Perfect, makes sense. And when did you, you said 2022, Right? You launched the academy? Yeah. Maybe. Like let's move over to success. Like, how many paying customers do you have today?

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Angela:

The day as far as a mentorship, We had ten women enroll again. This is brand brand new. We actually just promoted. We did beta with the mentorship in January and now based off of what we learned within that group, we're full throttle going into launch status for December 1st, for our next cohort for the mentorship. But as far as sales through the academy rolling in, we're averaging about 50,000 right now for the year, which is phenomenal.

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Angela:

You know, starting something brand new and fresh, you know, within the few hours of the day.

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Matthias:

With 50,000 paying customers?

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Angela:

Yes. No, 50,000 in sales, not customers.

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Matthias:

Ok, ok, ok, 50,000 in sales. I get it. I get it. These ten mentoring students, are they all on the 4K offer?

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Angela:

Yes.

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Matthias:

Okay. So that alone is 40 grand. And then you have additional for the lower priced offers.

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Angela:

Exactly.

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Matthias:

Okay. And that, like you said, cohorts. So that's an annual offer then, or a quarter or it's worth.

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Angela:

What we're looking at. Do it twice a year.

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Matthias:

Okay. Twice a year. And the 4K gives me a six month.

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Angela:

One year.

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Matthias:

One year.

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Angela:

Okay. We're doing it 30 days live where you get access to me. And you know, I'm going to be in the group, in the network, chatting with you and whatnot. But then you have access to the course curriculum for the year. So we have to go back and, you know, do any of that you have that.

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Matthias:

Okay. But a 4K is one time, right?

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Angela:

Yes, one time.

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Matthias:

That makes sense. Okay. Okay. And all in the academy is 50 k right now. Is that monthly.

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Angela

No, that's what we're projected for in a year altogether revenue for this year.

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Matthias:

Makes sense, then is today like the bigger arm, the economy business with the supplements and everything or is now the academy already coming closer to the e commerce catching up with.

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Angela:

The sister site for the academy. Is that what you mean? Like how are they connected.

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Matthias:

In terms of success, in terms of revenue. I think like you have the e-comm part, which is here and the academy comes, right, and the academy grows, and then at some point you have better margins there, right? At some point, you know, like it surpasses both on a revenue maybe on EBIT, on a profit perspective is well that's like wondering is the academy already the bigger part of your business or is it.

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Angela:

No, no, no, no. Goddess Body, we're netting on average about 700,000 in revenue yearly. Right now we're projecting 900,000 by the end of this year.

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Matthias:

Yeah perfect, great.

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Angela:

Yeah. We're trying to get that million mark.

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Matthias:

Yeah.

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Angela:

Multi-millions over the years but within the year, you know.

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Matthias:

You will get there, you’ll get there. Is that also like the, the hypothesis that combining the e-com part of the education part actually is complementary.

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Angela:

Yes, it's very much complementary. We have been pretty much kind of starting over with the branding of the academy just because we've tapped our list with it. But a lot of our constituents, women that that support us within Goddess Body, they just want the products they don't necessarily want to do it you know the business part but we funneled in women of course from our we have about a 50,000 women email list.

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Angela:

So we funnel a lot of our sales from the academy from there, but also majority is just from reaching out. You know, we're been using software like ManyChat and different, you know, integrated software within Instagram to promote and automate things. So yes.

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Matthias:

Yeah, got it. That makes sense. And compared to a year ago, how is that different? You said like 700K going to 900K on the e-commerce side and 50K on the Academy side. How was it a year ago?

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Angela:

A year ago, the Academy didn't exist, so we launched the Academy December 2022. So we're literally this is our first full year in business. As far as Goddess Body goes. The difference I think, between that $200,000 mark is actually more personal because we moved our entire business from Virginia to Florida, you know, And so we kind of did that last year because we were on track for that 900,000 last year.

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Angela:

So we did we were at 800,000 the year before we did it to 700, and now we're projecting 900 after Black Friday sales, pretty much rolling in.

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Matthias:

Got it, just like that I get it. If you move from Virginia to Florida, why does it lead to a dip?

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Angela:

It led to a dip because we have a very small team, majority family. And so it everything kind of stopped because everything is so inter-personal within our staffing when everybody stop working. It's just it's just we had to we had to shut the website down one, for three months, just because of the move. So that was a major dip right there because we couldn’t manage.

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Angela:

We couldn't manage, you know, we didn't want to do preorders and stuff like that. We literally had to reset, get a new warehouse, get a new facility. Everything was brand new. And then I have five children, new schools, new everything. And then I had a surprise baby pregnancy. So all of that happened in 2021, hence the dip. So it was a lot of personal things involved.

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Angela:

And of course we don't want that, you know, I want it so that everything is automated. So if life happens, there's 100% automation, you know, was still a blessing to have made what we made. But we've learned from that experience for sure.

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Matthias:

Yeah, I hear you. Okay. I also want to talk a little bit more about leadgen or customer acquisition. So you shared earlier already that Instagram is a big source, but how do you get customers today, like what are the marketing channels?

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Angela:

The majority of our marketing channels are every social media. So again, we post automatically. So the way we do it, we create everything and then we use socialpilot.co to post on all the platforms. So we're posting on Instagram, TikTok, Pinterest, YouTube. I believe that's the major four if I remember everything. And then it's three accounts per post and three posts per day.

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Angela:

So we're posting like 45 posts a day automatically through these networks. And then within those we use our link in bio as the lead and the link in bio is linked to Shopify through Linkpop so they can literally shop in our bio. And a lot of our conversion rates are because of that, they never have to leave the platform technically, you know, and then we're also integrating our shops within these platforms.

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Angela:

So we have a shop integration with Instagram. We're doing our shop integration with TikTok so that the natives can stay within those social media platforms because that's what the platforms like. They don't want them to leave. So they kind of congratulate you with algorithm boost and, you know, things of that nature when we are more omnipresent basically. So that's our major way.

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Angela:

And then we also do nurture with lead magnets and freebies. The freebies could be a sale. It could be within the course, it could be a free course offer, free mini course offer. And then we build our list that way, and then we nurture them through automations using Klaviyo and MailChimp as well, and SMS.

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Matthias:

Okay, I have like three follow on questions actually on all of this, what you just shared, and I was like, you're crazy educated. Like, you know, all the tools and all the like systems, like that's pretty impressive. How come that, you know, all of this.

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Angela:

13 years of business you got to keep up.

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Matthias:

Right

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Angela:

You get. It's the name of the game and I have great mentors. I can't even, you know, give that to God. I have great mentors in holistic health, just as great mentors that I have in business. My number one business mentor I got in 2019 and I tell my mentees, remember, one mistake that I made in business was not getting a business mentor sooner because I didn't know what I was doing.

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Angela:

It was all organic growth. And then we kind of were we were tipping out at 500K a year for a couple of years. When I got my business mentor, that's when we jumped 600K, 700K, 800K. And then we took that dip and now we're back on set. But my business mentor is who helped me a lot to get into the tech behind the business.

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Angela:

Knowing your numbers and all those things, when I was kind of just coasting, but I knew numbers, you know, pretty left brain, but not to the systems aspect of it. And that opened up. It changed everything.

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Matthias:

Yeah, I love it. That also is a good segue into my second question, which is you said you make 45 posts a day automated like a it's still like someone is behind that, right? It's like, like a person, multiple people. Is it is it you doing this at nights while feeding the baby?

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Angela:

Absolutely not, I love sleep. I get my rest. Everything is systematic. So we use we really dip into A.I., so we use one of them we use is vidyo.ai. is a really cool one. And so I take a Sunday and I might record myself for an hour or whatever the projection is for that marketing goal. I'm talking about something for an hour, right?

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Angela:

Anything in holistic health it might be, or a specific product or whatever it might be. Then we take that video. When our video we put it in a vidyo.ai, vidyo.ai chops it up into 20-40 clips within an hour. So now we have 20 to 40 clips that are perfect size one or two minute for Reels, for Tik Tok, for YouTube shorts, you know, and then I have a VA who takes that and uploads that all in socialpilot.co.

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Angela:

That's how we have a month's worth of content done in one day and then we do that multiple times.

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Matthias:

This is insane.

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Angela:

Amazing. I know, right? It's great. But we gotta leverage the technology, we have to leverage technologies. Once that helps.

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Matthias:

100%. You’re really on top of your game, it’s amazing. Which also leads me to my third question, which was actually double clicking also on your audience. Like how big is the audience today across all your channels?

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Angela:

Wow. man. Let's see. Majority honestly, is still Instagram all together. I would say 250,000, but 250,000 followers.

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Matthias:

Is that growing? Like how was it one year ago?

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Angela:

A year ago, it's not growing exponentially. No, we've been at 150,000 on Instagram for some years now, but I would say the other 100 is a blend of all the other channels. It's a blend of TikTok, YouTube, Pinterest, LinkedIn. I think the biggest on those ones, I'm sorry, it's not it's not too much 50. It's about 200,000. It's about 200 and the other 50,000 are coming from those other channels.

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Matthias:

It's about the same. It's go ahead. It's the same like a year ago, plus minus the same. Slightly smaller, maybe, but not much.

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Angela:

Yeah, not much.

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Matthias:

It's not okay to make sense. And where are these people from? Is that all in all, is it all U.S., Canada, Australia, global?

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Angela:

It's majority U.S. But we do have a nice international pocket throughout a few different countries. In Europe we have Canada, we have some loyal customers in South America, and we have two African countries right now. That's good.

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Matthias:

So biggest channel Instagram, you started on Instagram, was that like where you got going as well and what do you think is the challenge, the biggest potential going forward?

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Angela:

The channel with the biggest potential is TikTok, because right now on the back end of our Shopify, TikTok is number two for leads and we only have 400 followers. It's insane. It's not. It's like it's like 2015 Instagram where you get post and everybody actually sees it without having a boost and pay and all these things.

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Angela:

TikTok algorithm is set up and tech is totally different. You can have a viral post and have 400 followers. So a lot of our work that we're seeing where our links are coming through and the Shopify back office, TikTok is number two in social media, which to me is still mind boggling. So we're really going to start investing a lot of time and energy on perfecting TikTok right now.

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Matthias:

Yeah, that makes sense. And you showed it earlier. You have a team. What's the the team size today. It's six. Yeah That's amazing.

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Angela:

And four are family.

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Matthias:

So like the four are part of the six or four on top of the...

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Angela:

Four is part of the six.

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Matthias:

Okay. So it's like four plus two essentially.

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Angela:

Right. And the two are VAs. I have one VA in the Philippines that I've had for six years now and have one VA in Pakistan.

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Matthias:

Yeah. Okay, good. So that also is a good a good bridge to my next question. Where do you actually spend money? Like what? What's, what are your, your expenditures.

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Angela:

Like the average sales are like where are we spending money? I mean, average of like our cost of goods.

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Matthias:

Yeah, I could basically costs, COGS makes sense, ad spend potentially if you do paid. I don't know if you like just to post things.

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Angela:

Don't even have a budget really for ad spend yet. We haven't even really tapped into that properly at all.

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Matthias:

Okay. So then it is COGS and VAs and that's it or anything else.

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Angela:

Yeah we have that. We have our VAs, we have our payroll expenses and then we have our expenses for majority of our expenses go and cost of goods like the ingredients that go to make the products, boxes. You know, shipping all of that overhead, you know type of things for the facilities. That's where most of our spending goes.

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Angela:

Not really. Our marketing budget, however, is very influencer friendly. I forgot to mention that. So we do have a marketing budget for influencers, but we find that the partnerships within influencers garner a level of trust and we have been doing that before influencers were a part time job. Before it had a name and a title. Just we understand the value of partnerships, you know.

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Angela:

So that's something we have a high marketing budget right now is about 10,000 for that per quarter.

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Matthias:

Got it. Good. Okay, that's that's small still, I would say. And maybe let's talk about the future. Can you get it up 10X? So let's say, you know, like we'll make a million and then to get it up to 10 million, can you do it by yourself for plus two four family members?

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Angela:

Absolutely not. No, we don't want to we're already overburdened. You know, we are already overburdened. And the only reason we haven't expanded out into hiring more is because we have just moved. So now we're in a space where, okay, now we can bring in more assistance in all areas, especially not even necessarily on payroll, but with contracts, with help, with ads and different things that are going to need.

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Angela:

We're going to need to scale up to those levels because we're looking to get in magazines and ultimately in stores, too.

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Matthias:

Okay. That's actually my next question. Like, what's the best strategy to win big in the next 12 months?

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Angela:

Wow. So right now we have a potential partnership through our fulfillment center to be stocked in Sephora. And that's going to change everybody's lives. And there's a lot of things on the back end that we have to have done that I mean, as simple as barcodes. So we have to set up a budget strategy just to be able to meet.

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Angela:

What's Sephora would need, you know, so I'm sorry, I forgot the brunt of your question.

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Matthias:

Know, like how to win the next 12 months. And you said like Sephora’s going to be...

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Angela:

So that's our major thing right now on the business side the product side is to get stocked on the shelves, you know, and of course, to scale through more partnerships as well and through ads. We have not done the ads thing as of yet. I just we just haven’t. So I've been told that we definitely need to go that route.

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Matthias:

Yes. It's interesting to me. My next question would be like, what's the biggest thing that's holding you back right now? I already can hear like fulfillment like that. The back the back end is working when Sephora starts. Is there anything else? Like what? On the academy side.

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Angela:

Is holding me back? man. On the academy side, it's just it's really a juggling act because the academy side I'm more in service. Like I'm, you know, engaging with my mentors and mentees and whatnot. So it's a time thing, you know? And if I am freed up from my space as CEO, you know, I'm not even really attached to it like that.

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Angela:

And being the person that has to oversee everything in the lab, if I'm freed up from that, then I can go full throttle with the academy. But of course, I think I would also need more assistance with systems, with the academy to automate things a little bit more. It's automated, but not as much as I would like.

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Matthias:

Yeah, makes sense. Moving over to the famous five, what's your favorite business book?

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Angela:

wow. Okay. Believe it or not, Outwitting The Devil. And it's not necessarily business, but it can be applied to everything. And I listen to listen again.

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Matthias:

Unwilling the devil?

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Angela:

Outwitting The Devil by Napoleon Hill. It's his most famous book is Think And Grow Rich. But Outwitting The Devil is like the the follow up to that and it just was released in 2011, I think, 70 years after his death, because his wife was scared to release it. And it's an amazing read.

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Matthias:

Wow. Okay. Favorite person you're studying currently? Yep.

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Angela:

I would have to say Elon Musk, I'm fascinated. I'm fascinated by Elon Musk and Tesla in general, not just as a business, but actually Nikola Tesla and his, let's say, philosophies on life and his aptitude for science. So that's somebody I'm really into it now.

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Matthias:

I hear you. Favorite social media channel for inspiration.

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Angela:

It's Instagram. It's still Instagram.

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Matthias:

Okay.

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Angela:

I'm an image person. So yeah.

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Matthias:

Favorite online tool for building your company.

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Angela:

Shopify is robust, like there's just nothing touching it in e-com and they're constantly up leveling.

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Matthias:

Yeah. Biggest thing on your mind, right now?

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Angela:

Biggest thing on my?

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Matthias:

On your mind.

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Angela:

And my mind right now How to get to $1,000,000 a year and ultimately a month.

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Matthias:

See you’re already thinking about the 10X I like that. That's moving over to personal. How many hours you sleep?

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Angela:

On average, six.

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Matthias:

What's the situation? Married, single. Any kids, you said 5?

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Angela:

Married, 5 kids married 19 years. Unbelievable. Doesn't even feel like it.

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Matthias:

Wow congratulations.

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Angela:

Thank you.

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Matthias:

What's your age?

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Angela:

How old am I? 40, I turned 40 this year. Fabulous 40.

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Matthias:

Wow impressive. Okay. And then we also want to give advice to our audience, Right. So if you could go back in time and have a conversation with your 20 year old self, what's the best piece of advice that you would give your younger self?

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Angela:

Man, stay authentic. Stay true to self. Don't try to, you know, go with the crowd or don't try to impress other people or be different, you know, outside of yourself, be yourself and then be the change you wish to see in the world. Always.

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Matthias:

Yeah. Amazing. Love it. Okay, great. So this is Angela Elizabeth Baker. She's a certified holistic health practitioner. She owns the Goddess Body and the Goddess Academy. She's about to crack a million in sales by combining e-com with digital products, which is her Academy. Price points range from all the way like $15 up to $4,000 for mentoring, she has 200,000, an audience of 200,000, mainly Instagram.

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Matthias:

And she she's pretty on top of all the tools out there to automate as much as possible to drive traffic from her channels to sales. The business is mainly family plus to we're living in Pakistan on the Philippines and she's about to get Sephora to list her products. She's preparing for that on the back end, automating more to than ultimately crack that 10 million at some point.

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Matthias:

And of course, curious to see that happening down the road. Thank you so much for sharing your passion and taking us to the next level.

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Angela:

Thank you so much for having me. It's been awesome.

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Matthias:

Yeah.

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