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The Story Behind 'Miss Excel' And Her Multimillion Dollar Tiktok Empire

Sometimes, doing what you love can make your a multibillionaire

Author

Mathushah Satheesan
May 31, 2024

Welcome to The Growth Spurt, a fortnightly newsletter with curated insights that will challenge your thinking as an aspiring creator, marketer or tech-enthusiast.

Read time: 5-6 mins

Today at a Glance:

Storytime⚡

A few days ago, my close uncle had a mild heart attack.

He is 42 years old, with a 3 year old daughter - with 3 half blocked arteries.

As an ambitious software engineer who is a hard working father, he often neglects his diet and exercise in the ‘busyness of modern life’.

It felt like a wake up call that I never knew I needed.

Question for you ❓️ 

Have you ever experienced a healthscare that woke you up to your reality?



1. Names that say what they are is GOLD

Miss Excel = genius name
The name directly correlate to the personal monopoly and service she brings to the name.

2. The power of niching down based on her strength.

‘Riches are in the niches’.
Unlike most of her colleagues Kat LOVED working with excel. Kat was regularly asked to train the basics & even advanced functions to her peers.

Considering excel is widely used, she identified the white space and doubled down on her strengths.

3. Start with the channel first then make content for that channel

During the 2020 pandemic, Kat decided to post a few Tiktok videos.

1st video has 44.6k views
2nd has 31.4k views
3rd has 39k views
4th has 233k views

Shortly after that 4th video the CEO of an IT company reached out asking Kat to make training videos for his clients.

These were Kat’s first dollars of revenue after only 1 WEEK of creating on TikTok.

From her first video in June 2020 to her 121st video in October 2020, she generated 10M views.

This caught the attention of Morning Brew who reached out to cover Kat’s story.

What was Kat ‘s Tiktok playbook? ⚔️ 

  • Quality > quantity: She wants every video to be amazing and doesn’t play the numbers game of social media.

  • Storytelling component: Kat’s most viral videos involve her dressing up as multiple characters interacting with each other.

  • Fast Paced content: TikTok rewards content with high replay rates, the more times a video is replayed the wider of an audience it will reach.

     

4. Focus on an ICP that is price insensitive

Excel is not going anyway from Large fortune 500 companies. These corporations have come to Kat asking for Excel trainings specific for their brand.

It’s the exact same content she’s already teaching in her courses, so she adds the company’s name & logo throughout the course to make it branded.

When navigating consumer needs, it may feel like you are walking on thin ice. One day customers may love your service. The next day, they may bounce and vanish into thin air.

What do you do if you were Andrew Chen[ex Head of Growth @ Uber]?

1. With every click, you lose users. Hence make every click count.

Fundamental Question: How can I make users use your product ASAP?

  • Make the sign up flow as SIMPLE as possible. Make each field count to increase the rate of users getting activated.

  • Any optional fields can be included after activation

Learning point #1: With every click, assume you will lose half your users. How do you get the relevant information ASAP so that users can quickly use your product?

2. Get your user ‘s email address when they are extracting value from the product halfway through.

Thought Experiment: When Are You Likely to Give Away Your Email Address?

Imagine you're checking out a new online fashion store. Consider these two scenarios:

Option A: You encounter a 5-step form asking for your fashion preferences.

Option B: A sudden modal pop-up appears, blocking your view and asking for your email.

A cool fashion store

Which option would you prefer?

Most likely option B

Learning point #2: To improve email collection, aim to ask for email addresses at a point where users are engaged and finding value in your site.

3. Friction should only be added to enhance user experience.

Case Study: Facebook

There is no use having a FB account when you have 0 friends.

Hence, it is wise to add friction by suggesting to 'add friends’ [a frictionpoint] to enhance the product experience.

It is not wise to add friction by asking for movie preferences during FB sign up process- when that data point doesn’t enhance product experience.

✨ Self-improvement from Alex Brogan: 15 Mental models that help you avoid making dumb decisions.

‘‘In an age of infinite leverage, judgement is the most important skill’’

Naval Ravikant

Most people suck at decison making. If you don’t want to make poor choices that can possibly haunt you, mental models are the way to go.

Check out Alex Brogan ‘s linkedin carousel post that explore 15 mental models that you can add to your toolkits.

Here are my Top 2 favourite mental models

1. Make your 10 year old and 80 year old self proud
2. Post-mortem

Refer Friends & Help Us Grow the Tribe🥳

Personal Growth moment: When I realised I ate 30 mochis in a 10 day Japan trip and may need to work on my sugar intake.

 

 

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