Ep075: Dino Dondiego

Welcome to the More Cheese Less Whiskers Podcast. Today, we’ve got a great episode I’m excited to share with you. Today I’m talking with Dino Dondiego, from New Jersey. Dino has created, invented a process that can help millions of people with thinning hair.

It’s a unique, nonsurgical process and the most effective way to get thicker hair that’s completely natural. It’s called InvisaBlend.

He’s at the point now where he’s starting to spread this idea through a network of people who are affiliates of his program and do the actual installation of his process. We talked a lot about the different options he has to scale this, and you’ll be surprised at the direction it ends up taking.

This is a little bit longer episode, but I found it really fascinating. Plus, somewhere in the middle here, you get to hear about my movie idea, the world premiere of my movie Idea that I've never shared with anyone publicly. That’s a little Easter egg within the episode for you!

Listen in. You're going to enjoy it.


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Transcript - More Cheese Less Whiskers 075

Dean: Dino, hey!

Dino: Dean Jackson, how you doing?

Dean: I'm good.

Dino: Pleasure. All right.

Dean: I'm excited. I'm excited about this.

Dino: Yeah, me too.

Dean: We're recording right now. Excuse me.

Dino: Okay, great. Dean.

Dean: We got the whole hour to hatch some evil schemes here.

Dino: All right, sounds great.

Dean: Why don't you set the stage, kind of tell a little bit about what you do, and then let's see where we may be able to find some opportunities here.

Dino: Okay. Sounds great. I invented a non-surgical way of adding hair that's revolutionary. I have a hair business. What I mean by hair business, I put hair on people in a non-surgical way. Mostly women, we do men, but we mostly target women. Most people think, "Is it for bald women?" Well, yes it is, but mostly not. Mostly it's for the industry as women that have hair that they're unhappy with, because it's thinned out, or it's been very fine, and they just want more hair. In our industry, we have things like hair extensions, which are very well known, and just to give you a rough statistic, about 98% of all salons in the world do hair extensions because how much people want more hair. Then, there's hair systems that's more for a deeper level of hair loss. Then, of course there's wigs, and then there's other things like powders that hide the scalp.

Dean: Right, yeah, that's right. Yeah, I remember Ron Popeil had that great looking hair.

Dino: You know what I want to say about that that's interesting is that it's a love-hate relationship, and the reason why it's a love-hate relationship, it's a joke. People laugh about it, they make jokes about it, there's jokes on videos about it. It's an enormous seller. It's enormous. It's unbelievable how much sales is in that, and Topic was the first brand, and then tease other brands came out. The reason why it's so popular, number one is because it works, but people can order this powder online and there's different types, in the privacy of their home.

Dean: Yes.

Dino: Whether it's a man or a woman, and it can get delivered at their home, the husband or the wife doesn't know what's in the box. They take it, they go in the bathroom, and they secretly put the powder on. You know what I mean? And they hide their thinness because it clouds the scalp, you see that point?

Dean: Yes.

Dino: Yeah. It's a love-hate relationship because A, it works, but B, they hate it because it's like the powder that's in your printer. It's very fine, and floats in the bathroom. It gets all over the place, on the walls, on the ceiling, gets all over the place, but it works, but at the same time they have to do it every day. They got to watch they don't go in the rain, or brush up against something. You see that point?

Dean: It was very funny because I would help ... Earlier this Spring, I had a chance to go out and have dinner with Shep Gordan who was in the movie Supermen. She actually was at his house in Maui. He was good friends with Ron Popeel. He actually was in the ... It was a funny story that he ended up being one of the guys in the actual commercial for the GLH, Great Looking Hair, whatever the case. He was saying how the funny thing was, he sprayed it all in, but they were under the lights for the shooting and stuff, and it was all heating up and running down his face.

Dino: I know. it's a mess. I know. It's a really tough ... But isn't it interesting? It's a love-hate relationship like that, it's so much used, you know?

Dean: Yeah.

Dino: That's the industry, in summary, there's hair extensions, each one of these things are very specific. They only cover specific categories. If you're getting a hair extension you're really, it's mostly for women, if not all for women, and they're just putting hair extensions around the perimeter of your head, above the ear, nape, and neck, around the perimeter.

Dean: Thicker, longer, right.

Dino: Yeah, thicker and longer, but not on top. If you have thin hair on top, it doesn't work. Secondly, if you do a hair replacement, non-surgical, they, first of all, shave your existing hair, to then put, in layman's terms, a hair piece on top of your hair. Sometimes they say, "We won't shave your head." So then they put a hair piece on top of your hair. You see what I mean? Which still destroys the hair. Then, there's wigs, which covers the entire head, and it's a really emotional thing for people because they're covering as opposed to enhancing, see? Then, after that, there's the powders, and then there's growing solutions. All the growing treatments, something interesting about the growing treatments, no matter what treatment, Minoxidil/Rogain, there's pills you take, there's topicals, they all fall under the same exact category.

They do one of three things. Number one, they do nothing. It's different for everybody. Number two, they might slow your fallout, or your thinning, maybe, and it's possible. Number three, they do grow hair, but if they grow hair, they'll never grow a substantial amount of hair. It's usually little fuzzes a little bit. That's what makes them bonafide to say, "This grows hair." Because it does, but most of the public doesn't realize that anybody that buys any of these things, they have to buy it under the understanding that it might do one of three things. You're going to buy it knowing it might do nothing, buy it, you know it might slow down the fallout, or buy it knowing that it might grow, but if it grows it's not going to grow a substantial amount of hair.

Dean: Yeah.

Dino: See that category?

Dean: Yeah.

Dino: Now, here's something really interesting. They all have, all these methods of adding hair have one thing in common, a common denominator, they all add hair, but make you lose hair in the process, even a hair transplant takes hair off the back and puts it in the front. They all have one thing in common. They all have the same principle that they all add hair and make you lose hair as a trade off of adding hair. Isn't that counterproductive?

Dean: And then you end up seeing, you know, what's interesting is you see the people who had the grafts, or where they take that row from the back and then they implant it on the top, and meanwhile the rest of the hair surrounding where it was is going to get thinner, and they're left with just the plugs that they put in there, or they end up giving up, shaving it all, and they have scar tissue on the back where they've lost all the rows there, where they've harvested the hair. There's a lot of that. I know it's probably improved by now, the technology, they're not taking clumps of it, but individual strands and stuff. Micro things. How is yours different. What was your ah-ha that said there's got to be a better way?

Dino: Here was the first ah-ha, I wanted to add hair in a way that kept the existing hair healthy. That respected all the existing hair, because all the other methods were trading off of losing some of yours to add more, which doesn't make sense to me. To me, I use the analogy, that's like going out to dinner, and having a great time, and the food's delicious, but you get sick the next day. It would make no sense. That's the analogy that I used. My ah-ha was that I have to find a way of adding hair that is non-invasive, that enhances the person's hair, that respects their existing hair, that will keep their existing hair healthy. That's the main theme, my unique selling proposition, is that I have the only method that adds hair that keeps the existing hair healthy. As a metaphor, it's like saying I have the only restaurant that the service is good, the food's delicious, and you won't throw up the next day.

Dean: Right, right, right, right, right, yeah, yeah.

Dino: Take a look at it, that sort of thing. What I did is I invented this procedure that's non-surgical, and it's more of an enhancement. It's an easier thing to jump into because people don't have to cover their hair. They're not replacing their hair. This isn't categorized as a replacement, this is more of an enhancement. As an example, if I went to a lady and the lady says, "Well, this isn't my hair now." "No, no, no, you would be lying if you're saying that. It's like makeup, the makeup enhances your existing features, and this works with your hair and enhances your existing hair by adding single human hairs in between it, okay? That's how it's done. You want to explain how it's done.

Dean: Yeah, it was just from the big release that I'm very curious about how do you install it, let's say.

Dino: Install it, yeah. Here's what I actually did, I invented something called a 'microstrand'. My whole idea on this was to say, "How does hair grow out of the human head?" Well, we all know it grows out of the human head one hair at a time, and in all directions. I said, "I have to find a way of adding one hair at a time, but a way that's non-surgical, and a way that's safe for the existing hair." To make a long story short, I came up with an invention of a microstrand. I invented something called a microstrand. A microstrand is a filament, or a thread if you will, as fine as a hair. If someone was standing in front of me and I was holding one of these microstrands up, first of all they wouldn't see it unless they got really close and they would say, "Oh, you're holding a hair?" Because it looks just like a hair, feels just like a hair, but it's not. It's a microstrand. It looks just like a hair, except for two things, it's ten times stronger than human hair, and the filament is actually translucent. You can actually see through the filament even though it's as fine as a hair. Isn't that interesting?

Dean: Wow, yeah.

Dino: Now, when you take this filament and you ... Like if I film it, I have to hold it against something blue of green to even see it, because if I hover over my skin or my scalp, it just disappears.

Dean: Okay.

Dino: What I do is I take that filament called a microstrand, and I network it together, forming sort of like a spider web with different openings in it. Now it has different openings. We go by millimeters. It might have a 20 millimeter opening in one area, and a 10 millimeter opening in another, and a seven in another and a 13 in another. The reason why I design it with different openings is because when you look at the persons head, you have to figure out, "What's the percentage of hair do they need here, or there, or this area?"

Dean: Yeah, okay.

Dino: As a hypothetical, let's say you have somebody, let's take a worst case scenario, you have somebody that's a woman and her hairline receded. I'm going to put a one millimeter in the first inch, because she has no hair to contribute, and a one millimeter, when it attaches to the scalp, you see nothing and there's no hair to blend through because they don't have any. Let's say they have 50% loss on top, I might do a 13 millimeter. Let's say in the back they just want a little more length, I might do a 20 millimeter? Does that kind of make sense how I'm explaining it, how I mix up the millimeters?

Dean: Uh-huh. How does it then attach or install to the...

Dino: Right, here's how it's attached. We customize each one of these. We have a microscopic tipped instrument that has a microscopic tip hook, like a little crochet hook, but it's microscopic. It's only big enough to grab one human hair at a time. Now we're grabbing one ... After we make the microstrand customized, we're taking one human hair at a time, and we're locking one human at a time onto those microstrands. One hair at a time, spread apart. Does that kind of make sense?

Dean: Yes.

Dino: Now, if you hold it up, you don't see the microstrand, it looks like single human hairs spread apart just floating in the air.

Dean: Yeah. I got it. Okay. Yep.

Dino: All right, so now to answer your question how do we attach it, there's actually three methods of attachment, and there's a reason behind it. The reason behind it is to help the widest range of people. Number one, I invented something called 'strand-locking'. Now I take a single one of those microstrands, and I grab about seven or eight of the client's hairs, and I twist one single microstrand around seven or eight of those hairs. Just using that microstrand, a specific tying technique that forms a baby anchor that if you look at it with a magnifying glass, it looks like you made a little, baby ponytail with one of those microstrands on seven or eight hairs. You got a picture of that, right?

Dean: I do.

Dino: Now, it's a little baby ponytail, if you will, and we make those around the perimeter area where you're adding and in between. They kind of put this story together, if you had Mrs. Jones there, you would customize the microstrand with different millimeter openings with single human hairs on it. It would come in, and then you would make the little ponytail anchors, and you would make a ponytail anchor, and then you attach it to the finished microstrand that looks like sort of a spider web or a web, and you would attach it, comb or blend the hair through, attach it in another spot, comb and blend the hair through. You sort of work it in or roll it in because the microstrands form to the head. Here's something really interesting. 50 to 60% of the hold on it is self-held without even the strand locking, because the microstrand webbing is soft and mushy and flimsy. If you hold it up, it'll kind of look like a wet tissue. It'll just be flimsy. That forms to the head. As it forms to the head, and the hair comes through, that alone has 50 to 60% of hold.

Dean: Wow.

Dino: Does that kind of make sense how I'm explaining it? Isn't that something?

Dean: Yep, yep, yep.

Dino: Let's say that I didn't even do the strand locking. I just took Mrs. Jones as an example, blended the hair through, and she was an acrobatic, and she did three flips backwards, it would stay on because it self-holds about 50 to 60% of the way. Still, in addition we make those little ponytail anchors around the perimeter and in between as we're blending it in, so now it's part of the client. This is really important.

Dean: I love it.

Dino: Isn't it cool?

Dean: How long does it take?

Dino: It takes about eight weeks to prepare the design for each individual person, but to blend it in, it only takes about two, two and a half hours to blend it in, so it's not that long to blend it in. The first method of attachment is probably the most popular, because people don't have to think about their hair anymore.

Dean: Yeah.

Dino: Meaning you get up in the morning, it's your hair, you go in the shower, it's your hair, you dive in the water, it's your hair. You forget about it, you know? The unique thing about it is, you treat this hair 100% the same way. Style it, yeah.

Dean: Do you still color it and all that?

Dino: You can still color it and all that, yeah.

Dean: Yeah. Okay.

Dino: As opposed to any other method, you're sort of limited on what you can do and what you can't do. There's a big difference. As a matter of fact, just on that note, I did 30 videos that are called 30 advanced benefit videos, because this has 30 advanced benefits that don't exist anywhere else, and I made individual videos to educate the public about it. Just the advanced benefits here. That's one attachment, right?

Dean: Mm-hmm (affirmative).

Dino: The client will come back for little touch ups, but they're minor little touch ups because as the hair grows you have to re-anchor it, re-secure it.

Dean: Yeah, that's what I wondered. How often do you have to do that?

Dino: Usually about once a month. Almost think of it like a hair color or a haircut. You go into a salon or a hair place and get your hair colored and you go back once a month to get a touch up. It's a minor visit. It's just about the same money and time as a touch up of color or a haircut, that sort of thing.

Dean: I have to tell you something, because you're the only person I can tell this story to. About 20 years ago, do you remember, of course, the Hair Club For Men?

Dino: Absolutely.

Dean: Who was the guy, yeah, Sal-

Dino: No, Cy Sterling.

Dean: Cy Sterling. Okay. You're going to love this story. I had just moved down to Florida. I was watching on TV, and he had infomercials, he was running infomercials. He had said that he invented this idea that he stole from the cellphone industry where he decided that the big obstacle for people in getting hair was the cost of the hair, but he saw how the cellphone companies would give people a cellphone when they signed up for the monthly cellphone service. He thought, "Well, why can't I do that? I'll give people the hair when they sign up for the monthly maintenance program." That's how he kind of invented that monthly payment idea. In my mind, I started thinking to myself, because I'm always thinking from a marketing standpoint, that that's a brilliant idea, right? Like make it easy to get the hair.

Once people get the hair, they're going to want to keep the hair, because now it becomes part of them, and they would be insecure, it'd be noticeable without it, if all of a sudden you went from having hair to not having hair. That people must, their hair payments would be a pretty high priority, that they would not default on their hair payment, but then I thought, "Well, what happens if they do default on their hair payment?" I immediately had this vision of this underworld of these hair repo men. I had this whole Quintin Tarantino underworld movie called "Pulling Plugs." That was like this underworld of guys that have to go out and reposes the hair when people default on it, and it was so funny, because it was like a mockumentary kind of movie where you can imagine them setting up shop in the back of some seedy barber shop, and behind them is a plaque with a scalp that they've pulled the plugs on. It was pretty funny. I thought, "Man, you would appreciate that."

Dino: You're right, you can make a movie out of that, absolutely." You can make a movie out of that that's a comedy.

Dean: It's pretty funny.

Dino: It is really funny, yeah. You're right, it was a brilliant idea, because you know what it really was? Leasing hair, just like leasing a car.

Dean: Yeah.

Dino: It is a good idea, without a doubt. But you're right, either way you always have to make the client happy. Yeah.

Dean: All right, so let's-

Dino: You know what's something.

Dean: Go ahead.

Dino: Sorry, go ahead. No, go ahead.

Dean: I was going to say, let's say we talk about the marketing of this. What's the ... Sounds like you've got a revolutionary product. You invented it. That's a cool thing. How do you market this?

Dino: I have this business now as a B2C and a B2B, because my objective, my goal, my mission is to make this available. It's called Invisablend. My mission is to make this available worldwide to everyone. When I thought about how do I do this, from a marketing standpoint, I need to shortcut it as fast as possible because it would take a really long time for me to open place, after place, after place. Hair club, it took them 20 years to open up maybe 80 places. Then they got bought out by a conglomerate. What I did is said, "You know what? I'm going to make this into a training course." What I did is I made it into a training course, and I first licensed it. The training course is all digital.

As an example, I have about 14 places as of now, but they're all ... They're licensed places. I have them internationally. I started doing this before I even started marketing it is because what would happen is these professionals, meaning salon owners or hair replacement owners, they would see my videos and they would, "Wait a second, do you teach this?" Of course, the light bulb went off in my head and says, "That's why I should teach it. I should get it out there."

Dean: Yeah, right.

Dino: In the beginning I was having people fly to me and I was teaching them hands on, but then I said, "How do I market this to get it out there to a larger mass and scale it?" I said, "You know what?" What happened was when I was training they would say, "Well, can I videotape it too, because I need to watch this over." Then I went, "Ah-ha! Well, wait a second, everyone seems to elevate towards wanting a video to refer back to, because I have to show them steps." I said, "I'm going to videotape the whole training." I made it even bigger.

Instead of just training how to do it, see my business here from a B2C standpoint does everything from marketing, how to consult with it, how to sell, how to present it when they come in, how to design it for each individual, and then lastly how to apply it and attain it. I made videos for all of that, how you're supposed to market it, how you're supposed to explain it on the phone, how you're supposed to present it in person, what samples you need, how you're supposed to design it, and how you're supposed to order it, and lastly, how you're supposed to apply it. I made a video on all of those segments.

Now I have that packaged to sell, so that way people don't even have to come to me. As an example, I have three companies that are licensed in the UK, never met them. I've seen them on Skype, but never met them in person because I could just send it to them. See? From a marketing standpoint, and from a standpoint of reaching my mission, what I want to do is, yes, I have a B2C business, but I ... Growing that to a certain point, but my big thrust of energy is really going to educating the professional industry about this technology through videos, and inviting them with a video course so they can buy these video courses, and from the courses they can learn, educate their people and their audience and their areas, and that's how we get it around.

Dean: Got you.

Dino: Any questions about that?

Dean: Yeah, so who's your audience there on the B2B side? You're trying to attract professions.

Dino: Right.

Dean: Yeah, who are you ... Who's buying these? Are they doing this, and learning it, and going to do it exclusively, or are they doing it as an add on to their salon, or as an option for their wig business, or their other hair treatment places?

Dino: That's a great question, because in the beginning stages when I was figuring this out, I first studying franchising. Then, I said, "Well franchising has a problem with speed, because you've got to find somebody to open up an entire business, and it's a speed thing. It slows up." Then I said, "You know what? Let every business do what they're normally doing. I'm not going to interrupt them, just use this as an add on service." You're right, just as an add on service, that way the people that have hair businesses, and what I mean by hair businesses, it could be salons, it could be hair replacement companies, non-surgical, like a hair club, it could be hair replacement companies like Bosley, that's a medical transplant replacement. It could be cosmetic companies of any sort that do anything like Botox or anything like that. Any business that's related to anything to do with hair and beauty, that's my audience, business-wise.

Dean: Okay. All right, got it.

Dino: Yeah, then it could expand passed that, even to individual hairdressers too.

Dean: Yes.

Dino: Because if you train the hairdressers, the hairdressers learn it and go inside a salon, and do it within the salon they're working, and then introduce it to the owner, and then it expands.

Dean: On a scale of 1 to 10 how difficult is it to learn how to do the installation?

Dino: Right, and that's probably the biggest thing, you hit it right on the head, because the learning of the marketing, I have videos to give them. The learning of the how to present it, all that stuff before the application is pretty easy. The application, I say to people it's just like a dance. It takes about an average of anywhere from two to four weeks of practice. They will learn it in one hour, but they need to continually do it.

I use the analogy like a dance. If I wasn't a dancer and I went into a dance school, and I spent one hour, and they showed me a dance, the instructor might say, "Hey, you got the dance down." But let's face it, if I walk out I can't go and do the dance. I'm going to be sloppy and miss steps. The instructor would say, "Now, even though you got it down, Dino, I see you've got the dance down, now I need you to go home and practice, you know? Or practice with your wife and keep doing the dance, because next time you come to me, if you don't practice you're going to be missing probably 10 of the 20 steps, or 15 of the 20 steps."

Dean: Yeah. Do they learn ... Can they practice on mannequins, or do they have to practice on a live person?

Dino: Yeah. Both. That's another great question because what they should do is they should look at the steps on the video. I break it down to the miniature steps, how to hold the finger, how to twist it, everything. They should do it on a mannequin first, repeatedly, until it becomes sort of unconscious to them. When they get it, just keep doing it, doing it, doing it. Then, there's a point, yes, they should do it on a friend or a relative or somebody in their salon. Just to go away from the mannequin, because there's an emotional element of, "All right, I'm not doing it on a real person and I want to be doing it on a real person to see how they feel and how they react." They should do it both like that, absolutely.

Dean: Okay. If I'm breaking down the process here of the jobs to be done, what has to actually happen, is ... When you say it takes about eight weeks to prepare it, so that's being done not in the presence of the ultimate person, right?

Dino: Exactly.

Dean: The user. If somebody wants to get this done, they would come in and get evaluated, I guess, or get the-

Dino: Right, you could say evaluated, yeah, absolutely.

Dean: Do you take measurements? Or do you take photographs? How do you ... What do you need to do to determine that this area needs to be 10 millimeters, and this area is 13. You're creating the blueprint for their web, right?

Dino: Right, right, exactly, their microstrand. That's a great question too. Here's exactly what you do, you sit them down, and here's another thing, my thought pattern all the time is, "Help the widest range of people. Help as many people as you can." This method, number one, on just sort of that window is that this is the only method that's a cure-all, which I call a cure-all, meaning it's also the only method in the industry or the world that can adjust to anybody's hair situation. No matter what their hair. They could be completely bald, they could just want length, they could just have fine hair.That's number one, number two in reference to helping the widest range of people is even price.

Let me give you a hypothetical, and this is sort of going to tie into your question about how you design it. Number one, let's say you have Mrs. Jones again, she sits in the chair and she goes, "My hair is thin all over, and I'd like to have fuller hair all over." I'd go, "Okay." And I'm examining it and saying, "Okay, you do have thin hair all over, but the top is much more thinner than the sides, and the sides is a little bit thinner than the back."

Let's say they have three stages, hypothetically speaking. They got 50% loss on the sides, and they got 40% loss ... I'm sorry, 50% loss on the top, 40% loss on the sides, and 30% loss in the back. I would first tell them and give them a price for doing all over, and then I would say, "After I give you this price, you don't have to do it all over, we can just do the top and the sides, and it still will balance. It'll look like you just grew hair on the top and the sides. If that's not good, I can give you different measurements of just doing the top, or portions of the top, and therefore it'll look like you just grew hair on the top." Does that make sense?

Dean: Yeah.

Dino: It gives them flexibility of different options. Every single customer, and this is what I teach my so-called affiliates, every single customer you want to be able to help them in the widest range possible. You never want to give them one price. Give them multiple options that they can pick from, right?

Dean: Yeah.

Dino: Let's tie that into designing it, you know, your question of designing it. What you would do, you would measure an area, so you would say, this top area here, from the front of the hairline, over the top of the head, to the crown, let's say. Let's say that's eight inches. Let's say that the volume loss is the same. You would measure that specific area and say, "You know, the volume loss on the top is very specific. It's, from front to top, eight inches, side to side, seven. That needs a 13 millimeter. I teach what a 13 millimeter gives in sort of volume and what a 10 millimeter gives in volume, and what a 20 millimeter gives in volume. They would go, "Okay, this eight front to back by seven side to side is going to be a 13 millimeter." Then you would go on the sides and go, "Okay, they just, they need a little bit of hair on the sides. That's going to be a 15 millimeter." The back, they want more volume or length, but it's a little fuller than the sides and the top, we do a 20 millimeter. There's a diagram on the order form that you would draw panels. The top panel would be eight by six or eight by seven and 13. The sides would be separate panels, that would be M15. The back would be another panel that would be M20.

Dean: Yep.

Dino: There's one more element to that. Each individual millimeter opening comes in different densities. I did this for a very specific, very in-depth customization. They each come in a 25% density, a 50, a 75, and 100, and even 125 and 150. What a 25% density means is that if you take one millimeter, they're like little diamonds. If it got like a 13 millimeter diamond opening, if that was filled with a 25% density, it would mean that each line, think of a diamond, has four lines that construct the diamond, it would mean that each line of the diamond is only filled 25%. That would mean that each line is 75% bare.

Dean: I got you. Yep. Mm-hmm (affirmative).

Dino: See, so if you do a 25% density, it means that 75% of each line is bare.

Dean: Yep, got it.

Dino: If you do a 50% density, it's 50% bare. 50% filled. That's another way. Now you're mixing the diamond openings by millimeter by the density. That gives you terrific control.

Dean: I got it. Then, so when somebody does this, somebody's doing this evaluation and presentation of the options for people, they say, "Okay, so this is what I want." They come to a price for this. Is that, you are able to tell them what it is and they decide to say, "Okay I want this." Does the affiliate then build the-

Dino: The microstrand, yeah. The answer is no, because that would be no, they don't, because that would be a ... Another great question, because that's a very common question that's always asked by every affiliate. They're almost biting their nails going, "So I got to build this thing?" No, no, no, no, no. You don't have to, because it would take eight weeks to build it.

Dean: Yeah, exactly, right.

Dino: Yeah. It really takes like eight hours a day, six days a week, for eight weeks to build this. That's how intricate it is. No, that would slow them down. Now they just draw on the diagram form, because what I did was simplify this. When they get the course, they get about 20 different designs that show, "Look, this design means she's got this much loss on the top, and this much on the side, and this design means this." I give them a lot of samples so they understand how to simplify this. All they do is follow the order sheet, and the order sheet will show the diagrams. They just follow it, and they just fill it out, they email it in, the order is confirmed, and then it's ordered, it's custom-made, when it's finished it's shipped to them, and then they have to apply it. That way it's simplified.

Dean: Perfect, yes, very good.

Dino: Got it?

Dean: Then they do the maintenance.

Dino: Then they do the maintenance on it, yes, yeah.

Dean: Yeah. Okay.

Dino: They do, they apply it. Now they get a big stream of new people, which ties into my book. I wrote a book, and of course I wrote it from 90-Minute Book, which I thank you very much, was a terrific idea.

Dean: Awesome.

Dino: It was a really terrific service. I was able to take my brain and dump it out into a book, which is really very important. I just finished the book, so I'm in the beginning stages of marketing it because part of my marketing plan is to educate the professional industry, and therefore they educate the end user, and the book is a great avenue to do that. I'm starting to take that book and start pushing it out, and I'm in the very beginning stages because I just finished it. It's going to be a great marketing tool, a great educational tool to then educate the professional industry. That's going to be a great leverage.

Dean: I love it.

Dino: That's really good.

Dean: Did you ... The book that you wrote is for the professionals. This is ... That's who is-

Dino: For the professionals, exactly.

Dean: Yeah, right.

Dino: That book is specifically for B2B to educate the professionals.

Dean: Yeah, got you.

Dino: That way the professionals educate the end users.

Dean: Yes, okay. Now, so where's the... Have you connected all the dots in terms of ... Do you already have affiliates that are fully operational that are out doing this now?

Dino: I do. Now, this leads to another marketing area or arena. I learned as I go, because in the beginning I was training people. After that, I put together a video course.

Dean: Right.

Dino: Then after that now I started ... I wasn't even advertising it yet. I'm not even, even to this day I'm still not advertising it yet. I still have to market it to B2B. In the meantime as I'm putting this together, I'm getting these professionals, meaning salon owners, and hair replacement owners, and hairdressers, they're contacting me saying, "Do you train this?" You know?

Dean: Yeah.

Dino: Now I have the course together, and now I have the book, so now I'm in the very beginning stages of marketing it. Then, I learned something. Right now I have 14 licensees as we call them.

Dean: Okay, yeah.

Dino: Because I got a license, I put together a licensing agreement. I specifically license them, and I have 14 of them. But now I found something very interesting. The 80-20 rule started prevailing. Now what I noticed, these people are paying money to get licensed, and majority of them are taking the course and doing what other people do with books and audiotapes, and not fulfilling them. Believe it or not, they have all the tools to do it, and probably about 20% of them are producing 80% of the sales of this. Probably the other 80% of them are producing 20% of the sales of it.

Dean: I got you.

Dino: I have a marketing formula to up that and fix that and sort of boost that up. One is, what I want to do, and I'm just in the beginning stages of this, I want to do webinars, because I'm always thinking of how I scale this up. "How do I scale this up? How do I get it out to more people?" The one thing I'm going to do is do webinars, because webinars I can build up ... A webinar to me is an event marketing. I'm going to build up event marketing, build it up, building up to the event of the webinar. I want to be able to do webinars at least once a month. I'm going to get pools of these professionals into a webinar, and I want to educate them about this, and then give them a special opportunity just for that webinar, and give different special opportunities for each webinar for them to buy into this course. Now what I'm doing, I'm popularizing the concept through more people, because it won't even matter if some of these people don't followup on it to an extent.

All right, I still have another idea for that, but to an extent, because if I can get it out there and sell it by the hundreds, so to speak, now I'm getting more and more people having the course, which ups the opportunity. More and more people, meaning professionals, will get it out there to the end-user. The idea is to get it more well-known out there. That'll build more revenues for me to do more other marketing to get it out there more.

Dean: Sure. Let me ask you a couple of questions about that, about the scope of the market and stuff. How many women need this, or would be candidates for this? Or be attracted to this?

Dino: To this? Good questions. The women that are attracted to this is anybody that's just not satisfied with the volume of their hair.

Dean: Yeah, I got that.

Dino: It's really that simple. It could be a woman that has nice hair, and she just likes longer, fuller hair. That's-

Dean: It'd certainly be mostly more attractive women, particularly, with thinning on top of their hair more than-

Dino: Right, if you were to say what's-

Dean: If they just want more thickness, the extensions and stuff are certainly a temporary option there, right?

Dino: Well, they are, but the problem with extensions, see remember-

Dean: Yeah, I know there's a lot-

Dino: Yeah. It really makes the other categories obsolete, because if somebody were to get extensions for their hair, they're better off getting this around the perimeter because it's healthier for their hair.

Dean: How much does this cost?

Dino: Anywhere from $700 to about $4,000. It does go passed $4,000 if somebody gets very elaborate hair. There's some kinds of high-end European hair that's elaborate, that you don't need, but that's very spoiling if you get it. To hone down on that, a $700 area is just for maybe filling in a little crown area. It could be on a guy or a lady. Think of the opposite of filling in the whole head, around $3,900 or $4,000. Think of any price in between those two zones, any. I could tell somebody pick a price between these.

Dean: By the square foot.

Dino: By the square inch, yeah. By the square inch. It's interesting that you said that, you've brought up a very interesting point. What I do, I try to be very transparent, very honest. I want the affiliates to be very open and honest with the prospects, and also with the clients of this. One of the elements of being very open, when they sit down in a chair, they're supposed to take the price list, put it in their lap, and show them how the price is determined. You're involving the client, so the client can be part of the price.

Dean: Yeah, what do they want. How much is the maintenance service thing every month?

Dino: The service thing. In my hair studio, it's $83 for a month. It's not that much more than a haircut or something like that. That's a minimum thing. Each affiliate, they can charge whatever they want for that. Whatever they want to get paid for an hour. If they're in a rural area and they want to charge $40 it's fine. If they're in a high priced area and they want to charge $100, that's fine. Somewhere in that window, like that. Yeah.

Dean: Okay. I got it. If you took one look at a unit of an affiliate, that would be like what you're trying to duplicate here. What would be the distribution of those? How many would you have on a ... Is it on a per capita base? How would you run into exclusivity kind of thing on that? Would you say, yeah, like am I the only one in Winterhaven, Florida? Or how many could ... How big of a population center do you need to have this work?

Dino: Right, it's sort of ... I thought that through very carefully too, and it's sort of endless, because what I did is I made different levels. You can buy the course, non-exclusive, meaning you're paying a lower price just to learn the course and it's completely non-exclusive. If you want exclusive rights, then I have different levels. I have a different course for a 5-mile radius. A different course for a 10-mile radius, a 15, a 20, a 25. I just leave that open.

That way, it helps the market, because let's take a hypothetical, let's say you have a small salon that only has two people in it, and they go, "I can't afford that much. I'm going to spend $5,000 for the license, or for the course." Or if they got a special deal on it through one of my webinars and they spent less, and that's all they can afford. They're just looking, "All right I got non-exclusive rights, it's fine. I'm learning this course. I can get a lot more clients and help a lot more people." On the other end of the spectrum you've got a larger salon with maybe 20 operators in it. They go, "Hey, no, I don't want anyone doing this in my radius." Now, as long as there's no one in their radius I would say, "Hey, you know, your radius is open. We can give you 5 miles to 25 miles."

Now, I give them a price, which is going to pay for that. Now, if it's open and they want 25 miles and there's not anyone within their radius, then I would say, "Okay, you can buy 25 miles. Here's the cost." The cost is just predicated on the size of the radius that they want. They buy it, and now they have exclusive rights. Although, they have to upkeep those rights by producing a certain amount, because I would let them pay for that exclusivity, but within a certain period of time, that money is going to be good for that exclusivity. After that, as long as they're producing a specific amount of sales and clients, they're not going to lose that exclusivity. That sort of thing, yeah.

Dean: Okay.

Dino: That way I can get it out to more people.

Dean: Yeah, and you have ... You're the exclusive provider of the actual...

Dino: Product, if you will. Yes.

Dean: Your product, yeah. Okay.

Dino: Yeah. It has to be custom made. Yeah.

Dean: Now, if somebody becomes an affiliate, you've got these 14 affiliates right now. They're in charge of ... That they market it locally, they find the clients locally, they sell the clients locally, they fill in the order form and send it to you. You make the ... What do you call it, actually? So I'm using the right word.

Dino: You could call it a hair process, yeah, just hair process. I make the hair process.

Dean: You make the hair process.

Dino: Or the microstrand. Yeah.

Dean: You make the microstrand, you send it to them, they install it, and then they keep the relationship with the thing. Your involvement with it is you're making the microstrand, that's it.

Dino: Exactly. That becomes sort of like a wholesaler in a sense, because now they learn how to do this, and they learn how to market it and sell it. Now, what they're actually doing is buying the product from me, because I'm the one that customizes it.

Dean: Yeah, so it might be ... One thing that I might think of as an option for you is to actually do the marketing and find the people, and have them be the certified installers or whatever in that area, so that all they're doing is, in addition to just the ones that come through their salon that maybe they run into, that you're sending them business as well, and they're just doing the consultations and the installation and the maintenance. That would be, if you think about it from the affiliate's standpoint, thinking about what would be a dream come true for them? Right, a dream come true for the affiliate would be that they invest in learning and becoming licensed to do this, and that they learn the skill, they invest in that, and that they're going to have something else that they can do. And that people come to them to get this done.

Not that now they learn the skill and then they're going to have to learn now how to market the skill, and sell it in addition. There's a lot of moving parts there. You're entering ... You're introducing a lot of variation in that process. You said the 80-20 is applied because 20% of them are naturally marketers and sales people, and the other 80% are maybe really great installers and relationship builders, but they're not marketers, so they're struggling because they just don't have people to work with.

Dino: Yeah.

Dean: It's really interesting, because I'm becoming fascinated with what's possible now in the cloud. In this whole world. There's so ... I read an article in the Chicago Tribune about a ... There's a new concept now called 'ghost restaurants'. Have you ever heard that term?

Dino: No, no, it sounds interesting. What's a ghost restaurant?

Dean: It really is. In New York and Chicago, there's a company that ... The headline on the article was Nine Restaurants, One Kitchen, No Dining Room. It was essentially, what they're doing is they're running nine restaurant brands that only exist online. They only exist on Grubhub and Seamless where the food ordering apps. They don't have any dining room or retail location. They run out of a commissary kitchen, where it's just the utilitarian. They prepare the food for delivery through Grubhub and Seamless.

Dino: How does the food get delivered?

Dean: Through the app. Yes. Right, through Grubhub and Seamless, they're like Uber for food delivery, in a way, right?

Dino: Right.

Dean: People go on the app. They see all the things that are available. They order from this restaurant. Grubhub brings you the food. Yeah, they partner with restaurants who maybe don't normally order delivery, but they'll partner with the restaurant, and they say, "Hey, we'll buy the food from you." Kind of build it into the price kind of thing. "You sell it to us at wholesale, basically." Or whatever, "At a margin, and we'll deliver it to your clients." The people, our clients, the people who want it. What I've been thinking about is, if I break down that concept, what it's got is the essential item here is the kitchen. It's really, in the cloud, all these restaurants can exist, and it's all going into the same kitchen. The way you're describing this same thing, you got the microstrand kitchen that is making the actual microstrand, but it's still, the things that have to be done locally are they have to sit in the chair and do the-

Dino: Consultation.

Dean: Consultation. The assessment.

Dino: Right.

Dean: And order. Then, they have to sit there while it's being installed, or applied. Then, they have to physically be there while it's being maintained. Those three moments in time require local synchronous, and scheduled interaction with somebody, right?

Dino: Right.

Dean: Every other element of it can happen behind the scenes. You could run the advertising, even if you just take Facebook as an example for this, or Instagram. You take those two online things. If you have a way to identify people who are attracted to this, that think about this as an option, that start exploring it, getting educated and motivated about it enough to want to set up a meeting with somebody, like to move forward, all of that you could do remotely for an affiliate, and then just deliver somebody who's ready to get the consultation.

Then, the practitioner does the consultation, and they order the thing, and they become a client. You make the microstrand, send it back to them, and then they take over the relationship with the people, which would be kind of a dream come true for the practitioner, but also be a way to really kind of remove variation, and be the kind of ... You can maximize, there's a lot more efficiency in figuring out the very best practice for identifying people who want this, and then delivering them to the moment where the physical presence is required.

Dino: I see. That's fascinating. I see it's taking the principle and just moving it basically over, and all you're doing is separating what can I do, what can I not do, yes.

Dean: Right. I would think that anything that you can do could be optimized. That would change even the way that you're able to deliver. If you look at it right now that, if on average, somebody is going to spend $2,500, is that? What's the average?

Dino: Average is about $2,500. You hit it right on the head. It's about average.

Dean: Okay. Basically they'll spend $2,500. If we take that $2,500 and then $100 a month, or $80 a month for the maintenance of it, what is the distribution of that $2,500? Let's call it $1,000 just so we get the-

Dino: Round number, yeah, okay.

Dean: Yeah, yeah, exactly of what the ... How, if we take a pie chart and we're going to divide it up here. What portion of the pie is the cost of the actual manufacturing of the microstrand? What percentage is attributable to the consultation and sales process? What is the installation process? Like the, because that's time and effort on the practitioner's part. What is the allocation that would be ideal for marketing? For at-cost of acquisition? How much of an acquisition budget do you have?

Dino: I see, I see. Are you asking that question, because…

Dean: Yeah, I'm asking that. I mean, do you know, yeah, like if you need to find somebody, how much does it cost you to acquire a client?

Dino: You're right. I would have to sort of break that down. I would have to go, "Okay, what is my cost and percentage of the product." Let's say it's $1,000 for the microstrand. I have to break down, "All right, you got $1,000. What's the percentage of what the microstrand, the finished microstrand costs? What's the cost of me marketing it at a percentage of $1,000? What's the cost of me having a sales person or a consultant selling it? Even ordering it?" And break that down into percentages of the microstrand, and then that way I got my cost covered, and that way I offer to them, and now I'm really doing more of the service for them and letting them do just what they are good at doing. That would be installing and maintaining.

Dean: Right, yes.

Dino: Fascinating. Wow, okay, I see that completely. Yeah. I would have to break that down. I mean, I could shoot off the cuff and tell you what the cost is.

Dean: Yeah, but your job to experiment with this is you're basically, what we need to figure out, is we need to get the scale-ready algorithm figured out. That you need to say ... If your only job, if you were one practitioner, what's the idealized way to be that one practitioner, and then how could you provide with as little variation as possible that level of consistency in a duplicated way? How, yeah, how does it ... What's the most effective way to find new clients? How much does it cost? How long is the process? What's the thing that's going to get that person to raise their hand? How long does it take from the time they raise their hand to the time that they decide, "I might come in and do a free consultation on this." Or, "I might come to a webinar to learn more about it, and then go to a free consultation." How many of the people that come in and sit down and get a price will follow through with it, you know, how many will chose to do it, versus chose not to do it? What's that conversation?

Dino: You mean the practitioner. You mean the practitioner or the affiliate?

Dean: Yeah.

Dino: Yeah, okay.

Dean: Yeah, when you look at it, what's the ... So they have some standards. That they know that when you send them somebody, you know, if you're just looking at it, that they have a scripted way of presenting this, you know, that you know that that's the best way. That there's little variation in that process. Then you're delivering people to that practitioner. They get to do just the thing that they want to do, which is consult and install and maintain.

Dino: Maintain, just those three things.

Dean: Yeah.

Dino: Right. That would become more-

Dean: Yeah, I think that the difference is that once you've cracked the code, once you figure out what that is for one location, you know, that now that's really what it then becomes about scaling. It becomes about scaling this predictable revenue stream that the practitioner is going to tap into to have a really easy new process that they have in their arsenal. You know?

Dino: Right. If they make it more, I'm sorry.

Dean: Is there any special requirement? Could this be done in a regular salon chair? Like there's no ... You don't need a special environment to do it? It can happen in a regular salon environment? They don't need to have a special ... Any special chair or equipment or anything like that?

Dino: It can be, yeah, to answer that question it can be done in a regular environment. The only thing is when you're putting hair on, it's better to have some sort of privacy.

Dean: Right.

Dino: I mean, you know, you could even get one of those folding walls if you had to, just to do that, because people want privacy. From a technical end, no. You just need a chair and you're doing hair. Yeah, you need use of a board that you put up, so it's a very minor adjustment. That's pretty easy. Yeah. What I was going to ask you is, so this formula, if you will, this formula also makes it easier for affiliates, let's call them affiliates, to buy into this. Because sometimes I have problems.

Every day, we have people contacting us, they want what's called a phone consultation, meaning the B2B.  "Yeah, I want to know about this. What's involved?" I seem to get, without marketing it, I seem to get a lot of smaller salons that are interested in this, but when I tell them $5,000, and I even give them a payment plan, they're thrilled, but a lot of them aren't ready to do it yet because they're too small. Then again, I haven't marketed it yet. I think this would make it easier for them because if I said, "Hey, listen, we do A-B-C-D-E for you, and you only do the rest."

Dean: Yeah. Right, that's the whole thing. That way you're protecting what's in your best interest. They're protecting ... And only you have to do what's in their best interest. They don't have to, now, all of a sudden, learn how to be a marketer too.

Dino: Right.

Dean: That's really the dream come true for both sides, you know? Both sides would be, if you could just expand all over and have your ... You can do, ultimately, when you get your distribution network down, that if you take all of ... Where are you, by the way?

Dino: I'm in New Jersey, about one mile from Manhattan. I'm right outside of Manhattan, yeah.

Dean: Okay, great. When you look at that, if you just took even New Jersey or whatever, you know, you take that idea that you've got a fully, you know, you've got a network of licensed affiliates that you could then spread the word, get that on a top level, everybody aware of it and people call you and get educated about the process and get sold on it. Then, when it's necessary, when they're right at the time that they're ready, then can come into a consultation with one of your network of practitioners, you know?

Dino: Right. Then, also I would sort of prioritize. Let's say I would take a geographical area, like example, if I said, "All right, I want to take LA." I would take LA, maybe start marketing it in LA to make it more known.

Dean: That's exactly right.

Dino: B2C standpoint and a B2B standpoint.

Dean: Yeah. Exactly.

Dino: Marketing LA B2B that this is available, and market it from a B2C standpoint that it's available.

Dean: Right, yeah. Then you're in. We're moving over into Bourbon County, and we're looking for some practitioners, or whatever that goes, you know?

Dino: Yeah, that's fascinating. Let me through this idea at you too, because there was another idea that was a little bit of a derivative of this, a little baby derivative. We came up with the concept of Invisablend Home, and it's interesting that you said this, it's so interesting because it was right in line. I was thinking the Uber principle, because I'm fascinated with the Uber principle. The Uber principle was Uber and it's going into other areas, it's going into restaurants. I don't know if you know, there's an Uber for dogs called Wag.

Dean: That's great. Yeah.

Dino: Yeah, you just look up.

Dean: No, I mean, you think about it. That's what we want is we exist in the cloud, that's where our whole world is. Everything is up there. Only the things that require, I've been calling it the mainland, you know, the mainland.

Dino: Okay.

Dean: It's like you can only eat food on the mainland. You can't eat your food in the cloud.

Dino: Right.

Dean: You can build up your appetite, you can order it in the cloud, you can have that, but you're physically located on the mainland in your house, and so all of these services are delivering the stuff right to you so that you don't have to go to the restaurant, we'll bring the food to you. If this is something that could be done, installed, and do the consultation and everything in somebody's home, that would be a win, I mean, amazing.

Dino: Yeah, so now watch this idea. It's exactly what I was talking about. I called it Invisablend Home. What I was thinking of doing is doing an Invisablend Home. Now what I would do is I would find individual hairdressers. In my industry, there are certain hairdressers that either rent chairs or they go to people's homes. What I would do is let's say I find a hairdresser and say, "Hey, listen, have your own job. Part-time, full-time, anytime you want." It's almost like an Uber driver. When you hire an Uber driver, "Okay, what days you want to work? What hours you want to work?" It would be the same as a hairdresser.

Dean: Right.

Dino: Run your own business.

Dean: Get your side-hustle on.

Dino: It's your side-thing. Whatever you want. Then, what I would do is then say, "Okay, we're going to give you a little consultation kit, and what we're going to do is we're going to advertise Invisablend and we're going to say, 'hey, we come to your home'." Let's say I got five hairdressers in LA, and they go to different areas in LA, or different areas in California. We would book the consultation from my headquarters here. We would contact the ... It's like an Uber driver, contact the hairdresser. That hairdresser would go with a little mini kit into the home and do the presentation.

Dean: Now, actually now that I think about it, this may be an opportunity that you can separate the presentation from the installation. It doesn't have to be the person who's installing it that is selling it.

Dino: Absolutely. You're right.

Dean: If you could, right.

Dino: Right, so I don't actually need hairdressers. Yeah, I don't actually need hairdressers. I can just get regular people, anyone that likes to sell, because you don't need to be a hairdresser to present this.

Dean: Exactly right. You can get sales people.

Dino: Right, right. Then I wanted to make an app. I have a meeting with an app guy, actually, today. I wanted to make an app, because the other part of this, Invisablend Home, what I would make an app and the homeowner would go on the Invisablend Home app and they would say, "Okay, Mary Jones is coming to your home today at two o'clock. And by the way, Mary, now she's 15 minutes away." Just like an Uber Driver, you know? It would even say something about Mary, you know, Mary Jones the consultant that's coming. "She's been with the company this much. Her background is this much."  There is something about her, just like when an Uber driver is going. I know this is Henry, the Uber driver. He's been around this much, and he's got four stars, or something like that.

Dean: Right.

Dino: There's one more thing that I didn't tell you that ties right into this beautifully. When we were talking about the attachments, you asked me about the attachments earlier in this conversation, I said, "Hey, there's three." I only got down to one. The other two, there's one other main one. There is a way of doing this as a self-attachment that the client, the end-user actually attaches it and they don't need the salon.

Dean: Okay.

Dino: I do these attachments, I do these sales internationally. Like just yesterday I was on the phone with somebody from Bangladesh, another one from India. Here's what we do. I'm side-tracking a little bit, and we'll go back into the Uber principle. What we do is that we'll get a call, because of the internet. We get a call from Bangladesh and we say, "Okay, all you have to do is send your pictures in of your hair, the front view, the top view, the sides, and the back.

Dean: Yeah.

Dino: Then, give me a time and date. They send in the pictures, they text or they email us the pictures. We put it into a CRM system, the pictures. Now they got an appointment tomorrow, today at five o'clock. We get on the phone with them, we're looking at the pictures, we're actually able to do a consultation over the phone just by looking at the pictures. I give them price options. They pick it. They say, "Okay, I want the eight by six." They know what it costs. We order it. All I do, is do was send them the agreement, they sign it. I have a contract of what they bought, they know exactly what they bought in all respects. Now, when it comes in, we ship it to them. There's a self-applied way. I came up with these little things called comb-locks. Remember, earlier in the conversation I was explaining to you how we attach it, it's called strand-locking, where we make the little ponytail anchors, you remember that?

Dean: Yep, mm-hmm (affirmative).

Dino: In substitution of that, I, instead of attaching it with the little ponytail anchors, I came up with these little things called 'comb-locks'. They're miniature combs that are about as big as your pinkie nail. They're little combs that when you push them, they flatten and they lock onto your hair. If you push the center, you can revert them, and they unlock.

Dean: Ah.

Dino: I had ... I designed a way of filling them with hair, so you can't see them, and putting them underneath the microstrand, that web thing. Now, they're part of the microstrand underneath it, and if you look down from the top you don't see nothing but hair. Now, for the person that self-applies, all they do is put on this mushy microstrand, take a comb, and comb their hair through the opening, feel for the combs, the comb-locks, push them, just a little notch, push them a little bit. Flatten them and they lock. Now the client has the control. Almost think of this as, let's say L'Oreal. L'Oreal has hair color to professional salons only, and they also have another line for the supermarket. Why do they have two lines? Because there's a market for both.

Dean: That's right.

Dino: That's how I think about Invisablend. I have the professional attachment where you have to go into the hair studio, and I also have the self-attachment where they can buy right over the phone, I could ship it to them showing them how to apply it, which is real simple. They apply themselves. The Invisablend Home thing we were talking about, the fresh Uber principle, the consultant would just go to the home, give them a consultation, show them how the comb-locks work, when the order comes in from my headquarters, I can just ship it to them, and they don't even need a technician to apply it and maintain it. You see what I mean?

Dean: I got it.

Dino: Makes sense right? Yeah.

Dean: It really does.

Dino: The principle sort of remains the same.

Dean: You're going to be rich.

Dino: Yes. Yeah, my objective is just get it out there, because people enjoy this so much, and the more I get it out there, the more rewarding it is to get it out there more. This is sort of like a double-prong approach. I could do it from the standpoint of what you said, the cloud principle, to the professional, and I can also do the Invisablend Home, and do it two ways. That's fascinating.

Dean: So much opportunity.

Dino: Oh, there's a lot, it's so much. Yes. It's nice, my brain is bubbling right now.

Dean: Yeah, we've been talking for an hour and 20 minutes about this. You're a little bit over here, but-

Dino: I run it over, okay.

Dean: No, yeah, though that's great. I really enjoyed this conversation. What's your 60 second summary, what's the takeaway for you from this?

Dino: The biggest takeaway, I never, even though I had the Invisablend Home principle in my head, I didn't think about taking that same principle and parlaying it over to the salon owner, the professional, the actual brick-and-mortar place. You know what I mean? That's what you opened my mind to. You opened my mind. I had the principle in one area, but I didn't think about it in the other area, you see?

Dean: That's great. I love it.

Dino: My biggest takeaway is to take the cloud principle and parlay it over to the area of the salon, because there's a market for both. There's a market for doing it in the home and there's a market for also the salon owner, let's say, you know, any kind of hair company owner for doing it too.

Dean: Yeah, having options is always good.

Dino: And having options, oh yeah.

Dean: Having options, yeah.

Dino: That fits right into my help the widest amount of people. I mean that by both help the widest amount of businesses, and help the widest amount of individuals. That's my biggest goal is to help, help, help. I believe this.

Dean: Yeah, that's right.

Dino: The wider around amount of people you can help, the greater you become.

Dean: How do people find out about this? Where can they go?

Dino: Well, the best thing to go is my website. My website is Invisablend, www of course. Invisablend spelled I-N-V-I-S-A, like Invisa, and then blend, B-L-E-N-D. Invisablend.com. I came up with the word because it's sort of invisible blending.

Dean: Great name. It's a really great name, yeah.

Dino: I think so, yes. Yeah, so they go to Invisablend.com, and there's tons of videos. I'm heavy into educating.

Dean: Maybe we'll help some of the people who are listening, maybe somebody who may want to take advantage of this, or other people who may want to think about being a practitioner.

Dino: Yeah, absolutely.

Dean: I had a great time. You got a really cool-

Dino: I had a great time too.

Dean: You got a really cool business. I love you're very passionate about it, and it's really interesting. I wish you all the best.

Dino: I want to thank you so much, yeah, and I thank you so much. This was a very stimulating conversation, and I thank you for the, also the 90-Minute Book because that was thrilling for me too.

Dean: Awesome.

Dino: Thank you.

Dean: Cool. Well, we'll talk soon.

Dino: Okay. Sounds great. Thank you.

Dean: Thanks Dino.

Dino: Bye now.

Dean: Bye.

Dino: Bye.

Dean: There we have it. Another great episode. That was really fun. Dino is, you could tell he's very passionate about it. He really has a heart to help people. It really comes down to, as most things do, really just getting in touch with what is the minimum unit here. How can we get this scale-ready algorithm? You hear me say those words. In order to expand anything, you have to really refine the thing that you are expanding. That means we've got to be able to find one person who has thinning hair, who would love to explore this as an option, connect them with somebody who can help them, and thread the ... There we go, thread the hairs all the way through this process here.

This idea of removing the variation by taking on as many of those micro-steps as you can creates a win-win, a dream-come-true scenario for both sides. There we have it. I really enjoyed that. If you'd like to be a guest on the show, you can ... Happy to have you join us. Just go to Morecheeselesswhiskers.com, and click on the 'be a guest' link. Tell me a little bit about your business, and we can hatch some evil schemes for you. That's it for this week, I will talk to you next time. Bye-bye.