I Retired From Optometry and Built Two Million-Dollar Businesses
Hello! Who are you and what business did you start?
I wanted to retire from the rat race of my optometry job and start mission work when I turned 60, but I did it at 33.
Hello! I'm Dr. Travis Zigler, a once-practicing, recovering optometrist who transitioned into the world of e-commerce. My wife, Dr. Jenna Zigler, and I had first co-founded Eye Love.
We built this business from the ground up and were proud to grow it to $500,000 per month in sales. We eventually sold it in 2021, but not before it was recognized as one of the Inc 500's fastest-growing companies. Through Eye Love, we've had the privilege of assisting over 140,000 individuals suffering from dry eyes with our unique and natural products.
Our flagship products at Eye Love were centered around innovative solutions for dry eye sufferers. Our approach was always natural, and our customers ranged from everyday individuals to those who had been searching for relief for years. The success of Eye Love led me down another path, where I founded the Profitable Pineapple Ads Agency.
Here, we specialize in Amazon PPC and I share insights about Amazon PPC, selling on Amazon, and how to cultivate a dedicated customer base. Our vision at Profitable Pineapple Ads is to transform e-commerce into a force for societal good. We're not just about business growth; we're about making a genuine difference. Our mission is clear: drive exponential growth for purpose-driven e-commerce brands and collectively donate $100 Million to causes that can change the world. Currently, we are at around $1 million collectively donated, so 1%.
While the financial milestones we've achieved are significant, what truly sets our story apart is our commitment to giving back. Profits from both our businesses, Eye Love when we had it and Profitable Pineapple Ads currently, fund free clinics in places like Jamaica and the US through our charity, the Eye Believe Foundation.
Our mission is audacious but clear: to combat the issue of the 1 BILLION people who are blind simply because they don't have access to glasses.
What's your backstory and how did you come up with the idea?
I began my professional journey as an optometrist in 2010. Like many in the medical field, I experienced burnout. It was a challenging period, but it also became a turning point for me. I decided to take control of my destiny, quit my job, and moved to South Carolina from Ohio. Alongside my wife, we embarked on a new adventure, establishing two optometry practices of our own.
Our new practices had a different pace. We transitioned from seeing six patients an hour to just one. This change gave me some free time, and I ventured into the online space, starting with selling sunglasses. It was a simple idea, but it was the beginning of a much larger journey.
The numbers spoke for themselves. Our brick-and-mortar practices grew modestly, from $300,000 in the first year to $375,000 in the second. However, our online venture skyrocketed from $86,000 to a whopping $1.2 million in just its second year. It became evident that our future was digital. But the real "aha" moment came when we realized that merely selling sunglasses – pieces of plastic – wasn't our true calling. We wanted to make a more profound impact.
Our expertise as optometrists gave us a unique insight into the needs of our patients. We noticed a recurring issue among many – dry eyes.
We had a situation in our life, where Western medicine failed us. We were told we could never have kids and tried everything Western medicine had to offer for three years, but with no results. However, when we tried Eastern medicine, we got pregnant within 5 months. We have had three children since. This had us wondering if we could use the same concepts of Eastern medicine with dry eyes.
In addition to this, in our practice, we had been using a product that effectively treated dry eyes. However, when the company behind this product hiked its price from $30 to an exorbitant $300 a month, it became inaccessible for many. One of our patients then challenged us: could we create our version? We took on the challenge, developed the product, and pivoted our brand to focus on dry eye solutions.
Our decision to shift focus wasn't just about business; it was about serving a community. The introduction of a subscription model and consumable products transformed our revenue, catapulting us from $1 million a year to $500,000 a month in less than three years. This success gave us the confidence to make a bold move in 2017: we sold our practices to dedicate ourselves entirely to serving the online community of dry eye sufferers.
My last day on the job
Our product range expanded to 13 SKUs, and we built a robust online presence: 55,000 subscribers on YouTube, an email list of 140,000, and a Facebook Group with 23,000 members. Throughout this journey, our philosophy remained consistent: SERVE, don't sell. This approach not only built our brand but also fostered genuine goodwill among our community.
Take us through the process of building the first version of your product.
The inception of Profitable Pineapple Ads was born out of necessity and frustration. While running Eye Love, I cycled through six PPC software solutions and four agencies. The results were consistently disappointing: budgets were mismanaged, keyword rankings plummeted, and it became evident that no one understood our niche as intimately as we did.
Rather than continue this cycle of outsourcing and dissatisfaction, I saw an opportunity. I decided to transform our biggest expense – Amazon PPC and Amazon management – into a profit center. The demand was evident; peers and colleagues were regularly reaching out, seeking guidance with their Amazon PPC. With this in mind, and alongside my co-founder, Adam Pixler, we launched our Amazon PPC agency, Profitable Pineapple Ads. Our initial offering was straightforward: leverage our firsthand experience and industry knowledge to provide superior Amazon PPC management. We onboarded five accounts in our inaugural year and generated $300,000. These clients were similar to us in many ways and wanted to achieve the goals that my wife and I had achieved. They were doctors who were growing a brand outside their practice to help more people. We fell in love with their missions and knew we could help. They found us through our social media outreach for our brand, Eye Love. We had a YouTube channel with 55,000 subscribers and a Facebook group of over 20,000. Additionally, I appeared on over 50 podcasts, which extended our reach even more.
Recognizing the growth potential, we expanded our team, bringing on a pivotal third member. This decision proved transformative, catapulting our revenue to $1.2 million within a mere 18 months. We did this through referrals from our current list. We also decided to start “taking this business seriously” and started a YouTube channel and Facebook group, which now has 5,000 subscribers and 3,000 members respectively. Our client roster grew from five to 20 within that 18 months.
Our website was a simple one-page website (actually 2 pages) that stated what we did and to apply below, which took them to a form to fill out. We would then jump on a call to see if we were a good fit to work together. I was interviewing them more than they were interviewing me during these “sales” calls.
Our growth was also helped by client retention. We had over 90% client retention year-over-year, which helped tremendously with profitability and stability. Results matter, but they are NOT what will keep clients. Constant communication and restating their goals and how you are helping them reach them is key. We send weekly emails with a summary of their account along with what we are doing in the account, along with monthly video recaps, and a meeting cadence that is best for them.
The second page of our website was our free Amazon PPC masterclass which I state is better than any paid course, and I still stand by that statement. This was our lead magnet and we turned on an ad for $5/day to drive traffic to this. We never touched this ad for the first 3 years and consistently got 5-10 new emails per day from it. The landing page for this free Amazon PPC masterclass has an opt-in rate of 33%. I want to point out how simple this opt-in page is and emphasize that when you have an incredible product, it doesn’t matter how ugly the landing page is.
Today, our team has grown to 17 dedicated members, and we're consistently generating $200,000 per month. While our core focus remains on Amazon PPC and Google Ads, we've diversified our offerings. We're now deeply involved in audience building for purpose-driven brands, creating our brands, investing in client accounts, and even venturing into software development with an inventory management solution, Profitable Pineapple Express.
Our approach to brand building is unique, a hybrid system inspired by industry leaders. I owe a debt of gratitude to Cherie Yvette for her insights into Amazon PPC, Ezra Firestone for his blogging acumen, and Ryan Moran for his audience-building prowess. By synthesizing the best elements from each of these mentors, we've crafted a distinctive strategy. This methodology has not only propelled our brands to multimillion-dollar success but has also been instrumental in elevating numerous client brands to new heights.
For those looking to venture into the e-commerce space, understand that value is your most potent tool. Instead of hard-selling, focus on educating and serving your audience.
Describe the process of launching the business.
Our launch strategy for Profitable Pineapple Ads was rooted in value-driven content. Instead of opting for a traditional marketing approach, we decided to offer something of immense value for free: an Amazon PPC Masterclass. This wasn't just any course; it was crafted to outshine even the best-paid courses in the market. Our primary channels for this masterclass were YouTube videos, blog posts, and a dedicated Facebook community. The goal was to establish ourselves as industry experts and build a community around our brand.
Our online presence was amplified by our consistent content creation. We didn't just rely on our masterclass; we continually produced valuable content to engage our audience. While we didn't have the initial website screenshots to share, our digital footprint was evident in our growing communities. We kept our advertising budget lean, allocating only $5/day for YouTube ads. This modest investment was laser-focused on lead generation. The return was immediate and substantial, with a consistent influx of clients right from the outset.
The business was primarily bootstrapped. Our initial costs were minimal, given that our primary investment was time and expertise in content creation. The $5/day ad spend was easily manageable and was financed through our initial profits. There wasn't a need for external loans, credit cards, or crowdfunding. Our model was sustainable and self-financing from the get-go.
The journey of launching and growing Profitable Pineapple Ads was filled with insights. The most significant lesson was the power of persistence, especially in content creation. While it's easy to get disheartened if immediate results aren't visible, we learned that consistent, value-driven content pays off in the long run. Four years into this journey, our content remains our most potent tool for engagement, lead generation, and brand building.
Since launch, what has worked to attract and retain customers?
While our initial marketing budget was lean, we ensured it was effectively utilized. Our $5/day YouTube ad spend was a testament to the power of targeted advertising. But our efforts weren't limited to YouTube. We leveraged SEO to ensure our blog posts reached a wider audience, engaged in email marketing to keep our community updated and utilized the power of networking to establish partnerships that further amplified our reach.
Retaining customers was as crucial as attracting them. Our approach was proactive. Instead of waiting for customers to reach out with queries or issues, we initiated communication. Regular video reviews, meetings, updates on new offerings, and personalized engagement strategies ensured our customers felt valued. This proactive approach drastically reduced churn and fostered brand loyalty.
For those looking to venture into the e-commerce space, understand that value is your most potent tool. Instead of hard-selling, focus on educating and serving your audience. This not only attracts customers but also fosters brand loyalty. Diversify your marketing efforts, but ensure they're targeted. And most importantly, be persistent. Results might not be immediate, but consistent value-driven efforts will yield results.
How are you doing today and what does the future look like?
Today, Profitable Pineapple Ads is thriving. We are not only profitable but also experiencing robust growth. Our gross margins have been healthy, reflecting our strategic pricing and cost management. I can say that our return on ad spend has been commendable, especially given our modest $5/day YouTube ad budget.
This lean advertising strategy, combined with our value-driven content, has resulted in a favorable customer lifetime value. Our monthly traffic has been steadily increasing, with visitors spending a significant amount of time on our site, indicative of our engaging content.
Our operations have evolved from a small team to a dynamic group of 17 dedicated professionals. We've streamlined our processes, ensuring efficient service delivery and customer engagement.
Looking ahead, we have ambitious plans. Our strategies, inspired by industry leaders, have served us well, and we plan to refine them further to ensure continued growth. In the short term, our goal is to solidify our position as industry leaders in Amazon PPC and related services.
Long-term, we envision Profitable Pineapple Ads as a holistic e-commerce solutions provider, aiding brands in every aspect of their online journey and Profitable Pineapple Express Inventory Management software being an industry leader in managing inventory.
Through starting the business, have you learned anything particularly helpful or advantageous?
Starting Eye Love was a journey filled with both triumphs and tribulations. One of the initial challenges we faced was managing our inventory. We quickly realized the potential of inventory financing loans. These loans not only helped us maintain a steady stock but also accelerated our business growth.
Like many entrepreneurs, I was occasionally lured by the allure of 'shiny objects'. Diversifying and chasing multiple opportunities seemed tempting, but it often led to distractions, especially during challenging times.
One of the most pivotal decisions we made was to focus on serving a specific demographic persistently. Instead of spreading ourselves thin, we concentrated on addressing the needs of dry eye sufferers. This targeted approach not only helped us build a loyal customer base but also established Eye Love as a trusted brand in the niche.
Our team was the backbone of our operations. I learned the hard way that a single negative individual could disrupt the entire team's harmony. It's essential to have a set of core values that guide every decision. Any deviation from these values is a red flag, warranting immediate action. The mantra "Hire slow, fire fast" became our guiding principle.
I firmly believe in the power of empowerment. Micromanagement stifles creativity and hampers growth. If you find yourself constantly overseeing every minor detail, it's a sign that you might need to hire the right people. A-Players, while costing a bit more, bring unparalleled value to the table. They don't just execute tasks; they lead, innovate, and drive the business forward. Being their biggest cheerleader, recognizing their efforts, and giving them the autonomy to make decisions has been instrumental in our success.
What platform/tools do you use for your business?
Our primary platform for Eye Love is Shopify, a robust e-commerce solution that has been instrumental in managing our online store seamlessly. To enhance our Shopify experience, we integrate with Optimonk, a fantastic tool for on-site messaging, pop-ups, and retargeting, helping us engage our visitors effectively.
Given our significant presence on Amazon, Amazon Seller Central is indispensable. It's our hub for managing our Amazon listings, orders, and customer interactions.
For our Amazon PPC campaigns, we rely on Quartile, which offers data-driven insights to optimize our ad spend.
Additionally, Helium 10 is a suite of tools we use for product research, keyword tracking, and overall Amazon marketplace optimization.
For project management and team collaboration, Trello is our go-to tool. It's intuitive, and visual, and helps us keep track of tasks and projects.
Our proprietary Profitable Pineapple Express Inventory Management Software ensures we have real-time insights into our inventory, helping us manage stock levels efficiently.
And, of course, our social media presence on Facebook and YouTube played a pivotal role in our content marketing and community engagement.
Much like Eye Love, Trello is at the heart of our project management for Profitable Pineapple Ads.
For our sales funnels and landing pages, we utilize Clickfunnels, a versatile tool that allows us to create high-converting pages with ease.
Our Amazon PPC campaigns are again managed through Quartile, while ZonGuru aids in Amazon business analytics and automation.
Our Profitable Pineapple Express Inventory Management Software is also crucial here, ensuring our clients have optimal inventory levels.
For team collaboration, document management, and communication, Google is our platform of choice. It offers a suite of tools that streamline our operations.
Our social media strategy spans multiple platforms, including Facebook, YouTube, Instagram, LinkedIn, and TikTok, allowing us to reach a diverse audience and engage them effectively.
In essence, our toolset is a blend of industry-standard platforms and specialized solutions, ensuring we operate efficiently and deliver exceptional value to our customers and clients.
What have been the most influential books, podcasts, or other resources?
One of the most transformative books I've encountered is "Ready, Fire, Aim," which emphasizes the importance of taking action, iterating, and refining based on real-world feedback rather than endless planning.
"Scale" by Jeff Hoffman further expanded on this, providing insights into scaling a business effectively without losing its essence.
Alex and Layla Hormozi's works, "$100 Million Offers” and "$100 Million Leads," along with their enlightening podcasts, have been instrumental in reshaping our perspective on lead generation and crafting irresistible offers. Their insights have directly influenced our marketing strategies, ensuring we always deliver value and resonate with our target audience.
Russell Brunson's "Marketing Secrets" podcast, complemented by his books "DotCom Secrets" and "Expert Secrets," has been a treasure trove of marketing wisdom. Brunson's unique approach to funnel building and customer journey mapping has been a cornerstone in our digital marketing efforts.
Mike Michalowicz's books have also been game-changers. "Profit First" revolutionized our approach to finances, emphasizing the importance of prioritizing profitability from the outset. "Clockwork" provided a blueprint for designing a business to run itself, allowing entrepreneurs to step back and focus on growth. "The Pumpkin Plan" offered a unique strategy for growing a business based on nurturing your best clients and eliminating the rest, much like a farmer would nurture the best pumpkins in a patch.
Lastly, Ryan Moran's "Capitalism.com" podcast and his book "12 Months to $1 Million" have been invaluable. Moran's emphasis on value-driven capitalism and his blueprint for building a million-dollar business in a year has been both inspirational and practical, guiding us in our growth trajectory.
Advice for other entrepreneurs who want to get started or are just starting out?
1) Serve a PERSON with Passion: Begin by identifying a specific group of people or a niche you genuinely care about. Once you've pinpointed this audience, dedicate yourself wholeheartedly to serving them. It's not just about selling a product or service; it's about understanding their pain points, aspirations, and needs, and then offering solutions that genuinely make a difference in their lives. When you serve with authenticity and passion, not only will your business thrive, but you'll also find immense personal satisfaction in the process.
2) Anchor Your 'Why': It's essential to have a clear and compelling "why" behind your business. This isn't just about personal gains like financial freedom or lifestyle perks. While those are valid aspirations, they might not sustain you through the inevitable challenges and setbacks. Your "why" should transcend personal gains.
Maybe it's about making a lasting impact in a particular field, supporting a cause you deeply care about, or leaving a legacy that goes beyond your lifetime. When your purpose is anchored in something bigger than yourself, it becomes a powerful motivator, pushing you forward even in the face of adversity.
3) Embrace the Journey: Entrepreneurship is a marathon, not a sprint. There will be highs and lows, successes and failures. Celebrate the wins, but also view setbacks as learning opportunities. Every challenge offers a lesson that can shape your business strategy and personal growth.
4) Stay Resilient: There will be times when things get tough, and the temptation to quit becomes strong. This is where your "why" comes into play. If your purpose is rooted in serving others and creating a lasting impact, it will fuel your resilience. Remember, the most successful entrepreneurs aren't necessarily the ones with the best ideas, but those who persevere, adapt, and stay committed to their vision.
Entrepreneurship is as much about personal growth as it is about business success. Stay true to your purpose, serve with genuine passion, and embrace every part of the journey. The rewards, both personal and professional, will be well worth the effort.
Are you looking to hire for certain positions right now?
Absolutely! At Profitable Pineapple Ads, we're on the lookout for dynamic account managers and A-players who are hungry for a growth-oriented, commission-based position. The more value you bring to our clients, the more you stand to earn.
Position: Fiduciary Account Manager - Key Responsibilities:
- Creativity and Project Completion: Your primary role will be to ideate innovative strategies to grow client accounts, pitch them, and ensure timely project completion within set parameters.
- Revenue and Profit Growth: A significant part of your role will be to consistently enhance profits and/or revenue for our clients, upsell additional services, and foster new relationships to boost our agency's revenue. This includes expertise in areas like Amazon PPC, Amazon DSP, Google Ads, Influencer/Affiliate Marketing, and more.
- Client Satisfaction and Retention: Ensuring client satisfaction is paramount. This involves regular feedback, monitoring complaint resolutions, timely updates, and adapting to client's communication styles.
- Problem-Solving: Bring an entrepreneurial spirit, understand strategy, proactively address issues and present solutions. Adaptability in the fast-paced world of Amazon and e-commerce is crucial.
- Team Player: We value humility, hunger, and intelligence. You should be autonomous, trustworthy, and collaborative, sharing experiences and strategies with the team.
What Winning Looks Like:
- Achieving over 90% client retention YoY.
- Demonstrating creativity in strategy application and project completion.
- Consistently driving revenue and/or profit growth.
- Ensuring high client satisfaction and retention rates.
- Proactively solving problems and demonstrating excellence in all tasks.
- Being an ideal team player, upholding the highest standards of integrity.
If you're passionate about e-commerce, have a knack for strategy, and are looking for a role where your income directly correlates with the value you provide, this might be the perfect fit for you. To kickstart your application, enroll in our Free Amazon PPC Masterclass, join our vibrant community, and actively participate. Dive in and learn more at our website.
In addition to this, I am looking for my number two. The Yang to my Yin. A COO and integrator that has taken an agency to $10 million.
COO/Integrator - the How - Makes the Future/Vision Happen:
- What Does Winning Look Like?: Growth to $10 million by the end of 2026.
- LEADING, MANAGING, AND HOLDING TEAM ACCOUNTABLE (LMA): You possess strong leadership skills to effectively manage and motivate diverse teams. You build strong relationships with employees, manage resources efficiently, and set KPIs for the team that align with overall business goals and hold the team accountable for these KPIs. You execute the ideas of the CEO/Visionary.
- PROJECT MANAGEMENT AND ORCHESTRATOR: You have excellent planning and problem-solving abilities, are decisive in action, organized in structure, and have the ability to resolve conflicts. You run the day-to-day operations of the organization that allow the big picture to come together. You make sure the project delivery time, costs, and customer satisfaction with the project are met. You ensure that everyone is truly following and adhering to the company’s core processes and operating systems with consistency. You integrate all major operating functions of the business to make sure everyone is “rowing together” in the same direction.
- Capacity Management: Relaying to sales when to turn up advertising to drive more leads and slow down leads when capacity is low.
- CLIENT AND EMPLOYEE RETENTION & SATISFACTION: A high retention rate and satisfaction score indicate happy clients and employees, which can lead to better business results. You excel in conflict resolution. You give the team timely feedback on what they are doing well and what they need to improve upon. You put the right people in the right seats. You help maintain mutual respect and company culture. You implement a team review strategy (aka Skills Matrix)
- COLLABORATION WITH VISIONARY: Dependably demonstrates a relentless obsession with values alignment, focus, simplicity, and clarity. Effective collaboration with Vision and staying on the same page. Maintains a high level of respect for Visionary and his ideas, but possesses the ability to filter, pushback (be a dick), foresee issues and bring them up, then translate those ideas into functional plans for the company.
- EXCELLENCE IN ALL YOU DO and INTEGRITY FIRST: You are entrepreneurial and know when to take risks, solve problems like an owner, and bring a point of view to the table (not just the issue). You hold yourself to the highest standard to get the job done and do it correctly. You are autonomous and recognize that you’re trusted, and you self-govern your job with the freedom that comes with that trust.
Where can we go to learn more?
- Profitable Pineapple Ad Agency and Free Amazon PPC Course
- Profitable Pineapple Express Inventory Management and Software
- Blog
- YouTube
- Amazon PPC Pros Facebook Group
- Facebook Page
- TikTok
- Amazon Partner Directory
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
- 4,818 founder case studies
- Access to our founder directory
- Live events, courses and recordings
- 8,628 business ideas
- $1M in software savings
