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Hello. Hello. Hello. And welcome back to the Mads Singers Management Podcast. Today, I'm joined by Adam Keller.
Mads Singers:Welcome, Adam.
Adam Keller:Thanks for having me on.
Mads Singers:I'm super excited to talk with you today. We're gonna talk a lot about management as usual, but about team culture, efficiency, and really how to get to know your business. So before we start, Adam, do you wanna give the audience a little bit of an idea about who you are and how you ended up where you are right now?
Adam Keller:Alright. So my name is Adam. And right out of college, I started a party rental company because my roommate in college worked for one, so I'd go work with them. And then during the summer, you know, I came back home, got that, and then I started seeing the invoices, you know, over the summertime. And I was like, well, I could do that.
Adam Keller:And I don't like people telling me what to do. So I knew that an office job or something wasn't going to be my long term future. So I started that, but I mean in the meantime, I still had jobs. I was working forty to eighty hours a week at various jobs, saving up money to buy the next year's equipment that I needed. Because I started with tents, then I needed tables and chairs.
Adam Keller:I was working eighty hours a week at gas stations and cleaning hotel rooms to the point where I get to today. So I graduated in 2002. I'm here today. My roommate was my mentor because he started his own company too, but he knew a lot more than me. And I'm looking at YouTube and wanting to do something, and I see some dude, it's completely different field, but all he does is point a camera at his face and talks.
Adam Keller:Like, okay. I could do that. Not getting into all the editing stuff. So I started doing what I know, which is only party rental stuff. So I started that that and teaching people about that, and then it grew into a course.
Adam Keller:And then I joined TikTok to learn business ideas. But then on TikTok, it was nothing but junkie business ideas. And I'm like, listen. I know real people that do real things, and I've tried a lot of things. Let me do real business businesses or side hustles.
Adam Keller:And then that accidentally took off too, and now I'm here.
Mads Singers:That sounds perfect. That sounds perfect. The entrepreneurial journey is a is a very interesting one. So I've I've definitely been on similar roles myself, ended up starting loads of businesses and still have about six of them. So lots of fun lots of fun.
Mads Singers:Yeah. The first piece, getting to know your business and and really know the business you are in. Tell me a bit more about that.
Adam Keller:Okay. So if I were to ask you I just told you my my main business is event rentals, tents, tables, chairs, and stuff. If I were to ask you to say what business I am in, what would you say my business is?
Mads Singers:I would probably call an events business.
Adam Keller:Okay. So that so would a lot of people. But in the event is really the product of what we do. What I'm actually what my business actually is is a material handling and logistics business. I need to figure out how to get stuff from the warehouse to the truck, truck to the site, install it as quickly as possible, and do the reverse the following week.
Adam Keller:So if I can focus on buying jackhammers, buying carts, putting everything on wheels, focus on things that are going to make my material handling, logistics, and installation faster, then my business becomes more profitable. So I'm not a party business. I'm more like a moving business. And once I realized that, I was able to buy the expensive equipment. Yes.
Adam Keller:It is expensive, but there's returns to it. I was talking to a chiropractor, and everyone's gonna say that his business is being a chiropractor. Well, he was getting only 40 customers in a month. He decided to try messing around with Instagram and TikTok, making short videos, some of them kinda funny, some of them educational, some of them just showing exactly what he does, a whole kind of mix of stuff. And his business went from 40 customers to 400 a month.
Adam Keller:And he quickly realized that even though the end result of what he does is being a chiropractor, his actual business is customer acquisition. So he himself doubled down on that and grew it from 40 to 400 a month. And this goes for anything. You may think you're in a particular business, but when you really get down to examine it, that's just your end result. You're actually in a different you day to day, you're doing something different than what your end result is.
Mads Singers:Love it. Love it. Yeah. And I think particularly the investment point, I think it's so crucial. Right?
Mads Singers:Because I think a lot of the time when you're when you're looking at your business and you're looking at what is the competitive advantage, really, and that's I I guess that's what you're saying. Right? Like, it's really about the competitive advantage and understanding where where do you stand out and where where can you differentiate yourself and really and and create profit margin. Right? Yeah.
Adam Keller:Everyone's always concerned about the top line. Let's get to a million dollars, 5,000,000, 10,000,000, but no one's ever talking about on TikTok or YouTube or anywhere the bottom line. Now you could have you know, your business can make a million dollars at a 10% profit margin, and that means you're bringing home a $100,000. But if you reorganized everything and only brought in $600,000 at a 30% profit margin, you're now bringing home a $180,000 for less work. But still, everyone wants to talk about million, 5,000,000, 10,000,000.
Adam Keller:Let's talk about efficiency. Let's get to that and increase the profit margins and take home more from what you're already doing.
Mads Singers:Yep. I love it. I love it. And it's it's fundamental. So I I spend a lot of time in the sort of SEO space and all these agencies, and that is the exact challenge I see again and again.
Mads Singers:Like, they're like, yeah. I have a million dollar agency, but, you know, I'm trying to pay myself $2 a month or something. And and and that's the exact problem. Right? So that's cool.
Mads Singers:That's cool. And and how how if if someone's sitting and they're not sure how to figure out what business they're in, do you have any exercise or any any kind of things to to help them think about how to get to that result?
Adam Keller:Yeah. So being on TikTok has taught me that a lot of people have not even thought about business. Like, I'll make a video of, like, a business that I know someone's making a lot of money doing or I'm making a lot of money doing, And the comments will just be, like, crazy basic questions or disbelief. So quickly, learned that a lot of people have never thought about this business. I've been training myself since 22 to kinda think a certain way, and I didn't even realize it.
Adam Keller:But most people, it's their first this is their first time they're thinking of it. So my suggestion is it's not a motivation thing. It's not a get up and go thing. It's gotta start training your brain. So you're gonna stop watching TV.
Adam Keller:You're gonna stop playing video games. If you're gonna be watching YouTube or TikTok, you're gonna be watching something to learn something. You're gonna be watching if you wanna own a business, start watching those people even if it has nothing to do with what you're gonna do. Watch the painter business on YouTube. Watch the pressure washing business on YouTube.
Adam Keller:It may not be what you're gonna do, but you're going to just absorb things, and you're gonna start training your brain. When you go into a restaurant, look around. See how they make money in various ways. When you have a service come to your house, see how they operate. You don't have to talk to them, but you can just start to, like, hypothesize how they're making money and what they're doing right.
Adam Keller:So you've now start training your brain. You are just automatically gonna be taking steps in your life. You're gonna see opportunities and just be automatically going towards business things. I know there's a lot of self help books and a lot of speakers who are all about motivation, and I find a bunch of that to be junk. It's not about motivation.
Adam Keller:It's about actually retraining your brain just to see opportunities and see how other people in the world are making money, and then you'll just naturally start to do that without even trying.
Mads Singers:Yeah. I love that. And I I think, particularly, when you're when you're new into business, like, so many people, it's like, I wanna be an entrepreneur, but I don't know any ideas and so on. Right? And when you've been in an entrepreneurial space for a relatively short time, you have a you have a great new idea a day.
Mads Singers:Right? So I think that's that's, yeah, that's a big point. Right? But, yeah, I I love it, like, particularly restaurants and so on. Like, just when I'm sitting watching, I'm like, I know they make their money on soft drinks.
Mads Singers:And sometime like, particularly, I spend a lot of time in Asia. Sometimes you'll see restaurants that don't actually serve you the soft drinks until you're done eating. And you you just sit and, like, they they don't realize how they make their money because they're not focused. Right? They they don't have a good understanding of where the profit or or at least the people who are doing the service don't understand how they make money.
Adam Keller:Exactly. And then if you're ever at, like, a failing restaurant, like, it's not that good, and you look you open up their menu and it's 10 pay 10 pages long with so many things, you're like, alright. Alright. You need to cut this. I'm I've never owned a restaurant, but I know.
Adam Keller:And I you gotta get this down to 20 items maybe, and this needs to be shared with this. You know, these ingredients need to be this needs to be more simple. Just because you have a passion for food does not mean you should have 500 items.
Mads Singers:Yeah. And and even a bigger thing is, you know, when you go into a restaurant with 500 items, and then half of them are out of stock. So you're putting an expectation to a customer, and you're not delivering because they can't actually get the thing you made them excited about. So Exactly. 100%.
Mads Singers:100%. Excellent. Excellent. Adam, let's talk a little bit about efficiency. How Yeah.
Mads Singers:How do you become more efficient?
Adam Keller:So, obviously, in every business, that's gonna be completely different. You know? In an online business, it's going to be software that you use and systems you put in place. In my business, that's what I'm you know, that I've kinda become the de facto professional in, the party rental industry. Everyone comes to me.
Adam Keller:So like I said, I'm material handling basically day in and day out. So number one is having warehouse loading docks so that you don't have to lift stuff and hip into the truck. You just put everything on wheels and go in and out. Number two is putting everything on wheels. Number three is having a box truck with a liftgate because now you gotta get those things that are on wheels down to the ground and then wheel them to where they need to go.
Adam Keller:Number four is, like, the installation stuff. You know, we got those really, really big stakes. We used to hammer those in by hand. It took an hour, three dudes an hour. So I bought a $4,500 jackhammer.
Adam Keller:Now that takes one dude fifteen minutes. Average pay of each guy with social Social Security and all this stuff added in is $25 an hour. Now I'm saving $75 an hour. You do the math on that. That's not that many days to pay off that jackhammer.
Adam Keller:The big hurdle for everyone is sometimes these are things are expensive. A software for your business might be $200 a month if if you got a subscription plan. But and and a jackhammer's $4,500. You know? There's there's one machine I really want at $60,000.
Adam Keller:It would make my business go a lot faster, but, actually, I'm not at that particular level. That's for, like, massive places. But, like, if I was there, I would buy it. But a lot of people are afraid of it, and they'd rather, you know, buy more equipment, buy another van. I don't know.
Adam Keller:Like, the money into things that they see generating revenue. But these other things, they not necessarily generating revenue, but they're creating profit. And everyone's scared to buy them because they just don't see the connection.
Mads Singers:Yep. That makes sense. That makes sense. And I think I mean, the all business go through that. I think there's there's two key things.
Mads Singers:One of them is to understand when it makes sense. Right? So particularly in the online business space, I see a lot of people who are trying to invest in automation and automate everything very early on before they actually nail down the process, before they actually know what they're doing. So they spend so much time and resource trying to automate something only to realize that, oh, that was not the kind of way we should be doing it or whatever. Right?
Mads Singers:So so definitely nail down the process and really understand where does it make sense to invest. Right? And then, like, I I I love doing it. I love putting ROI on it. Right?
Mads Singers:So sometimes it it might be a expensive software, but if it'll replace a human, you know, it could be very expensive and still make still still still be very profitable. Right? And Right. Whereas if you're looking at it from sort of automation or anything like that, you know, you need to look at, well, you know, is it gonna take me three months, six months, nine months, twelve months to make up the money? But, also, you know, a lot of time when there's humans doing things, the the chance of error, the chance of mistakes is higher.
Mads Singers:Whereas if it's automated, if it's actually, you know, simple copy paste stuff or whatever, if it's automated, the likelihood of mistakes is generally significantly less. Right? You both have the saving from a time perspective. You also have the saving from a manpower perspective. And you have the saving that everyone overlooks, which is you don't have to manage as many people.
Mads Singers:Because if you're managing people, like, yeah, you can manage one more person without it being a big thing, but it still takes away time and focus and effort that could be yourself well. So that's definitely what I see a lot. So but, yeah, I I love the way you think about the the business side. I think that makes a makes a lot of sense. What what like, when you're talking with people and and sort of sharing ideas and so on, what are the things that you find is probably surprising people the most or helping people the most in this area?
Adam Keller:The most surprising is I kinda touched on it is a lot of people just don't know anything. They don't even know what to ask. And when they do ask questions, they ask a very basic question. Whereas if you're talking to someone who already had several businesses, they skip the basic questions. And one basic question is, you know, I make videos day in, day out of business ideas that people are making money doing, real ones.
Adam Keller:And 100% of the time, someone says, what about insurance? And it just blows my mind. I'm like, yeah. What about insurance? Why are even asking that?
Adam Keller:Like, yes. It's a business. You need insurance. Let's skip past that question and ask me something more meaningful about this business. It's too basic.
Adam Keller:You have a business, you have insurance. So that's the surprising bit is just that, you know, you you're insulated in your own world and the people you're around and they you all think a certain way. And then you realize that, wow. No one now the large majority of people have no idea that anything about business, and this is their first time even thinking about it. Yeah.
Mads Singers:And and this is a big thing because reality is people's like, oh, it's so hard to start a business. It's so and I'm like, if if you put in the time and the effort to learn, like, yes, there's many businesses out there, but there's so many businesses who are very successful without being particularly great at anything. But, actually, just taking action, doing things, learning things as they go. Right? Like, you you generally don't need to be a rocket science to be successful, in my experience, at least.
Adam Keller:No. So in the party rental business, for sure, the only people who fail are the people who don't do anything, like, even just tiny steps. Pretty much anyone who buys some tables and chairs and gets their name out there in some way is gonna at least make their money back. And then if you keep going with it, you you know, you make a lot of money, but it's really hard to fail in a lot of service based businesses.
Mads Singers:Yep. And that's I mean, we I have a big outsourcing company as example, and of the key things is we always build customers up front. So no matter how bad it goes, like, you pretty much can't lose money. Alright? So it's just a question of, again, how much money are you making?
Mads Singers:And then we need to then look and see, like, okay. We have a business. It's making money. How can we reinvest? What are the smartest things to invest in that gives us a good return?
Mads Singers:Right? Correct. And then it's, yeah, about printing the money. So excellent. Excellent, Al.
Mads Singers:What about team culture?
Adam Keller:Okay. So I'm a party rental company. It's all dudes. So, you know, there's a lot of dude kind of businesses. There could be a road crew.
Adam Keller:It could be construction. I did work in an office one time, and let me tell you, I did not like that company culture, cubicles and middle aged women blabbing back and forth and gossip and whatever. So my company culture is someone said it's dude culture. My management style is we're just a bunch of dudes. I make fun of you.
Adam Keller:I make fun of your mother. I make fun of your brothers. You make fun of me. We're in the truck a lot because, you know, if we got 10 jobs, you know, you're in the truck a lot. So we have crazy conversations, conversations that can never be repeated.
Adam Keller:You know? Just think dudes saying dirty stuff. And, you know, I take if we're out, I'll pay for lunch and whatever. So everyone who's ever worked for me has said it's been their favorite job ever, not because of the work, because it's hard work. You know, we're working in the heat, downpour, sometimes the snow in the winter.
Adam Keller:Like, it sucks, and everything's kinda heavy. But it's the having fun. We're, you know, we're getting stuff done. I do yell at them. Like, if they're trying to talk to me and not moving, I'm like, I can hear you even when you're moving.
Adam Keller:So, you know, they get they get that down, and then we just mess around and have fun. And I think that's the most important part. If I if if I if I wasn't having fun in this business, I would not do it because there's nothing, like, amazing about tents. It's it's the being outside. It's seeing new cool places, and it's, like, getting a really mess around with your employees who kinda become your friends too.
Adam Keller:So that's my management style is laid back. These are your expectations, though, but, you know, it's okay for you to make fun of my mom.
Mads Singers:Yeah. Yeah. And I think that's key thing, expectations. Right? So a lot of the time, it's not about being good or bad or mean or evil or too kind or too good or whatever.
Mads Singers:But it's if you want to actually set expectations, say, this is what is needed, this is what I need you to deliver, then definitely it becomes easier to be the employee. Right?
Adam Keller:Yeah. Now if we if we had a girl that came in, you know, we would tone it down, but we'd still we did have a girl come in one time, and she was even worse than the guys, but we, you know, we're still cool. Like, nothing nothing bad. But, yeah, that's the kind of company manage management style I got is laid back, but these are the things you gotta do. And as long as we get these done every day, then then
Mads Singers:we're good. Any any sort of dos and don't lessons you have learned from that? Because, I mean, I guess sometimes maybe things go a bit too far or that never happened.
Adam Keller:No. That never has happened for you know, fortunately. Like, you know, you you read people. Yeah. And, you know, you make a joke about their sister one time, and they're like, nope.
Adam Keller:Not my sister. And you're
Mads Singers:like, okay.
Adam Keller:And is your mom fine? And, like, you can make fun of my mom. Cool. You're not allowed to make fun of my cats. Like, that's a big like, don't make fun of my cats.
Adam Keller:They got they got that. They they don't do that.
Mads Singers:Right. Right. Yeah. I it's interesting. I mean, I I actually had a huge learning experience personally when I was younger because I'm I'm from Denmark originally, and I I was working in Ireland at the time.
Mads Singers:And, basically, I had my boss come to me and say, do you know you offend a lot of people? And I was like, I what? And she's like, yeah. You there's people occasionally get offended when you're trying to joke with them. I can see you're trying to joke, but they end up getting really hurt.
Mads Singers:And I was like, that was absolutely not in any way, shape, or form my my intention. Right? And I was like, no. No. That can't be, and I'm sure people know I'm joking and so on.
Mads Singers:And, it was funny because I I ended up sorta, the back of my mind just kinda dismissing it. But what happened was because she mentioned it, I started sort of subconsciously looking at people when I was joking with them. And once in a while, exactly as you said, I realized, oh, you know, this person, I made this joke or I said this ironic sarcastic thing, and I just look at the expression and how they reacted. I'm like, oh, she did not take that well or he did not take that well. And Right.
Mads Singers:Yeah.
Adam Keller:Is it because there's a difference in humor, or are you on the spectrum?
Mads Singers:I no. I I I think it's probably difference in humor, and I think it's probably culturally, like so in in Denmark I mean, I I tend to say in Denmark, we don't have humor. We just have irony and sarcasm. Okay. And I I think the big difference was that.
Mads Singers:And it's just the the way we used to joke around. And and, actually, similar to what you say. Right? Like, you know, we you'll say all sort of shit. And and, generally, in Denmark, like, the the more you screw around with someone and the more you're you're teasing someone, like, the better friends you are kind of thing.
Mads Singers:Right?
Adam Keller:Yeah. Exactly.
Mads Singers:Whereas whereas at least in Ireland, my experience I I mean, I work with many different cultural, very different people and so on. And sometimes also if things wasn't in the first language of a person, and I was talking to them in English, you know, sometimes irony or something can get misunderstood. Right? So but I I definitely learned a lot from that experience because I was like, yeah, you need to learn to observe people and just see how they Yeah.
Adam Keller:You gotta be I can't be me in a different situation. Like Yeah. Oh, I can't be me, just a different version of me. I can't I can't be the on the road crew me. Yeah.
Adam Keller:Can't be stupid and apply that everywhere.
Mads Singers:Yeah. Yeah. So but, yeah, that's cool. That's cool. I I I love the lessons.
Mads Singers:Any particular resource I mean, you said you've been educating yourself for for a really long time. So any particular resources that you find really helpful to learn how to be a better business owner and so on?
Adam Keller:Oh, I hate this question because it sounds facetious. I don't like reading books on business. I I hate it, because I'm already doing well, and I don't wanna read a boring book about it. Literally, I I I try to read a book, and I'm like, this could have been set in five pages. Why'd you make this 200 pages?
Adam Keller:Yep. I prefer watching a YouTube video or TikTok or I'd you know, it's more prevalent now paying someone to teach you. Also, Facebook groups. I I joined Facebook groups to learn about those particular businesses. You know, if you wanna be a painter, there's, like, five business Facebook groups for the business of painting.
Adam Keller:So that's how I do it. I cannot stand learning it in a book. I tried I tried reading this book about how to promote my online course. Literally, when I'm done with it, I'm like, that could've that could've been three pages. That could've boiled down to three well, you know, just a whole bunch of bullet points instead of filling it with all this, like, anecdotal stuff.
Adam Keller:I I just can't do it.
Mads Singers:Well, you you've probably never seen a a four book page, so they probably need to fill it up somehow.
Adam Keller:Yeah. Exactly.
Mads Singers:But yeah. I I and I think a a big point is that people learn differently. Right? So it's not not only if you if books some books, at least, are not necessarily organized the best and so on, but I think it's also very important to understand how you actually learn the best. Right?
Mads Singers:Because I think there's definitely I mean, I I I don't have a problem reading, and I've definitely read lots of books in my life. But I definitely see people who sort of get clued on. And and when I'm trying to when I'm looking at my staff and working with my staff and helping them improve, I see some that, you know, they just when they see a video, it just clicks for them. But when they sit and reading something, for example, it it just doesn't it just doesn't click. So, yeah, people people definitely learn and definitely learn in in many different ways.
Mads Singers:So
Adam Keller:Oh, it'll click for me when I'm reading it. It's just boring as hell and a waste of my time.
Mads Singers:Yep. Makes sense. Makes sense. Any any particular people you follow or any particular people you recommend following or anything?
Adam Keller:Yeah. Follow me. No. I'll also with that, I don't follow people about, like, Gary Vee and Grant Cardone. I can't stand them.
Adam Keller:I'm sorry.
Mads Singers:Yep.
Adam Keller:The people that I watch are more real world people. So, like, I watch this guy called Freedom Hustler who does real estate and RV rentals. I watch a few guys on YouTube, but they're, like, no names. I don't even know their names. I just know their face.
Adam Keller:Yep. Those the big guys, I just same thing.
Mads Singers:And there's some point They're saying a
Adam Keller:lot of nothing.
Mads Singers:The people who are really good at marketing are usually big because they're really good at marketing.
Adam Keller:Yeah. And when you boil them down too, there's they're saying a lot of nothing every time.
Mads Singers:Yeah. It's a similar message repeated a lot of times Yeah. I would say. Right? So so some other things might be really good, but if you've heard the same thing phrase seven times, then yeah.
Adam Keller:Exactly. So I get more value out of the smaller people that aren't famous. And, really, I I wanna reiterate this to anyone who's listening, Facebook groups on anything. Like, you could say any business, and there's at least one Facebook group for it. And everyone in there is in that group because they don't mind teaching people.
Adam Keller:They're not in there to make funny or anything. They joined it to learn and share knowledge. Any business, that's, like, one of
Mads Singers:you
Adam Keller:if you join one of those groups, you can save years on mistakes by learning through there to begin with, or you can even save starting that business. Maybe you're like, oh, I don't really wanna do this based on what I learned in here.
Mads Singers:Yep. And, also, love paying people. I think that's obviously, that's you generally want a bit more successful business before you start doing that. But, yeah, just a shortcut of being able to pay people either to do things for you or teach you or teach your team how to do things. Right?
Mads Singers:Yeah. That's that's and, again, that's the value. When you first have a successful business and you have resources, then life becomes a lot easier because then you can afford to invest. You can afford to, again, make these bigger purchases that really makes a huge difference. Right?
Mads Singers:Right. Excellent. Adam, if people are eager to get hold of you and follow you or connect with you, what's the best way to do so?
Adam Keller:So if you wanna learn how to start a party rental business, I have a YouTube channel with, like, 1,500 videos. It's called the tent guy. Just type in YouTube, the tent guy, and you can learn pretty much all of it, but it's 1,500 videos. So I I get so many messages. I narrowed it down to, like, peep people who really, really, really wanna learn.
Adam Keller:I have a course at startapartyrentalcompany.com. It's a thirty hour course. I was afraid of making courses because I know a lot of courses are junk, but I, like, made this above and beyond. A lot of people told me a lot of courses are not thirty hours long. So it's that.
Adam Keller:And then on my TikTok page is where I just share business ideas that I know and people that I know do, and that is real world side hustles on TikTok. Nice.
Mads Singers:Love it. Love it. Thank you very much for sharing all your wisdom and experience with us today, Alan. It was great to have you on.
Adam Keller:Thank you for having me.
Mads Singers:Thank you. And to the audience, we'll be back again next week. Thank you for hanging on all the way to the end.
Adam Keller:Thank you for listening to the Mads Singers Management Podcast. Please leave a review. It means the world to us. You can also learn more about management at madsingers.com.