WEBVTT

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Hey everybody, welcome back to Vision Pros. I'm

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your host and coach, Fletcher Ellingson. Today

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on the show, we have got Mr. Chris Brunelli.

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He's from Surpass Solutions. And Surpass Solutions

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is an electronic data interchange company. Now,

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I warned him, I don't know what that means. I

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don't know if you know what that means, but we're

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gonna find out because it may be something. that

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your company is ready for. Chris Brunelli, welcome

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to the show. Thank you very much, Fletcher. Great

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to be here and part of Vision Pros, so appreciate

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being on the show. Hey, you know, electronic

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data interchange, you know, if you want to end

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a party, you can start talking about it, you

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know, and it's a real sizzler. but it's something

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that uh believe it or not powers about 80 of

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b2b commerce right um you know websites and e

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-commerce sites get all the you know get all

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the views right but when you're talking about

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actual volume right and and dollar value it's

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about this technology that is quite old right

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it predates the internet and uses positional

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flat files essentially to share business documents

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like purchase orders and you know invoices and

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shipping information right and it's it's how

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uh much of commerce actually happens so um you

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know what we do is we help entrepreneurs that

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are you know have kind of tapped out the direct

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to consumer you know e -commerce and amazon channel

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uh to to try and uh punch uh up uh you know go

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from seven figures to nine figures um by uh going

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retail right and you know if you go retail you

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have to support edi there's no option there and

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then the question is how how do you do that right

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and there's a bunch of providers like us that

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that help you know, kind of bring that to life

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for them and then integrate with systems that

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they use in their own business. Right. Like to

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manage their inventory and track their orders.

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So those entrepreneurs generally live in, you

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know, some kind of a software that that helps

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them do that. And and our stuff integrates with

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those kind of softwares. So hopefully that helps,

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you know, kind of. Yeah, it does. I'm going to

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and I'm going to bring a spotlight back to something

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you said, because when you said this. The wheels

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begin to turn for me. And so I'm going to assume

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that that's going to happen for some of our audience,

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too. You said that when a company reaches a certain

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point where perhaps they've been selling on Amazon

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or similar platforms and they've tapped that

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out, they've maxed out there, they're like, hey,

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we're not seeing increased revenues now. This

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is where you come in. And and now they're going

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to be going more direct retail. Is that accurate?

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That's right. Yeah. So, you know, the the old

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adage, right, whatever is good enough to get

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you there is not good enough to get you where

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you want to go. Right. Yeah. So, you know, that's

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that's the same here. Right. You've got to be

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able to, you know, think about, you know, if

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you're doing really well and you've crested.

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you know, a million dollars in revenue and your

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customers love you. You know, if you're looking

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at, you know, the, you know, kind of the entrepreneur

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journey, right? You want to start by. proving

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that everyone loves the product and generates

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some revenue and no better evidence than that,

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right? And then, you know, eventually the people

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that you want to impress aren't just the customers,

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but, you know, maybe a national retailer that

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could really change the trajectory and change

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the life of the business, right? There's a colleague

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of mine in the space who says, you know, build

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a business worth selling. right and you know

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um you know being able to get the right revenue

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uh up uh and the right revenue multiple at exit

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is a goal of a lot of the entrepreneurs that

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we work with and and there's no better way to

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do that than you know partnering with the right

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people and and getting the right you know kind

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of the getting the tech side you know perfect

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so that everyone's in in harmony and and you

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know in alignment so right and that's where you

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all come in because the the companies that you

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support they're busy creating their widgets or

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whatever they're creating yeah consumer goods

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generally some food beverage some apparel okay

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yeah great kind of folks and that and that's

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their specialty that that they know how to do

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that they're good at that and what you're coming

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in to um aid them in doing is really scale at

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that next level um and that's your specialty

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is that is that exactly right fletcher i mean

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these guys you know and and i use guys generally

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right but they they um you know they're uh really

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good at their core competency creating products

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that do well that that people love right uh but

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they might not manufacture their own products

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right they might not even warehouse their own

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products right they use their partings for a

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lot of this stuff but you know um and what we

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do is we help them focus on their core competency

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right uh traditionally they would require a bunch

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of software tools to be able to do what we do

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as a managed service for them right um so you

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know that allows them to you know not have to

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invest heavily in it talent or consultants or

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all that other stuff they just want a turnkey

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operation to be you know in lockstep compliance

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with their retail trading partners right yeah

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walmart and and target and the like they have

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know uh famously thin margins right they they

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operate on supply chain execution and efficiency

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so um you know and that means getting that part

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of the business right and uh so we handle that

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for our customers so that they don't have to

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right got it got it okay yeah so so a company

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looking to get to that next place they're definitely

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going to need services that you provide to help

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them do that effectively right instead of a lot

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of trial and error that's it you know there's

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there you know it's a big market and it's been

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around for a really long time since it predates

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the internet right so yeah you know there's all

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types of ways to go about it generally there's

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a you know an outsource versus in source right

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there's 70 000 people on linkedin with edi in

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their title right and uh they get paid well right

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because it's it's it's tough stuff it's it's

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it's gnarly right and it's tough to get right

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and you need smart people when when those type

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of problems persist right but not everyone has

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the budget for you know uh you know going out

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and grabbing one of these and adding them to

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the team or you know they're at a transitional

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phase or you know they want to focus on their

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core competency and leverage people like us to

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go you know help them you know be in lockstep

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compliance with with those big retailers and

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uh you know play with the big dogs without necessarily

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having you know big dog expense right so yeah

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yeah okay good good good so thanks for all of

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that that paints a much clearer picture in my

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mind and hopefully in the mind of our our listeners

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and someone is going to hopefully self -identify

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and go like oh that's that's the type of company

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that i need to be considering for our next move

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um now the show is called vision pros and i yeah

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i need to find vision as a clarified story that

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lives in the brain that's intended to manifest

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in the physical realm so what i want to know

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is chris what is your vision well i got a few

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but i'll you know the i guess ultimately um my

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vision for the future is one where consumer packaged

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goods food and beverage entrepreneurs can go

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to market for less right and what we're seeing

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in ai is uh changing the scope of um software

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enabled startups right uh they're going from

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you know needing huge staffs of programmers to

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people vibe coding and then having you know a

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programmer tighten it up and and go to market

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right um so we're seeing the the cost of entrepreneurship

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dramatically reduced And I think we'll see that

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across the entire market. Right. And we hope

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to help, you know, obviously usher that in. You

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know, that's our vision for our own business.

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But, you know, our real vision is is to enable

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these entrepreneurs to go to market and to do

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everything that, you know, better equipped, better

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financed, bigger shops are able to accomplish

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for far less. Right. and and do a far better

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job at it right impressing their customers with

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with what they can do i like that and i'm gonna

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uh i think it's important to reiterate what some

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of these important points so bear with me because

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that's how i learned uh is by kind of is that

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did i get that right right so what i heard you

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just say is your vision is in a nutshell to to

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make scaling to that next level just simply more

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affordable um in the retail market that's right

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okay yeah helping consumer goods entrepreneurs

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scale in retail uh without the traditional expense

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and the traditional tooling and the delays to

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be able to get that tooling right to be able

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to support thousands of transactions right that's

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really a huge burden that we're able to lift

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off and that's our vision of the future is is

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one where you know everyone has that You know,

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that bar lowered and you can now, you know, get

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into those situations and and, you know, you

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go from, you know, the farmer's market to, you

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know, an eight figure or nine figure enterprise

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within a much shorter time frame if you're able

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to focus on your core competency. I love your

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messaging here. And it's and again, I want to

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highlight it because I've been an entrepreneur

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all my life. And when I think of scaling. So

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I'm in the coaching space, so it's a very different,

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scaling looks very different there. But when

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I think and I see new products go to market and

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we have a farmer's market in our town and a lot

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of those people are like, they have big visions.

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For myself, because I have been in manufacturing

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as well, the thought of how to get from here

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up to there seems so daunting. That it could

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for many entrepreneurs just like, nah, we're

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not even going to try. So when I hear you, when

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I listen to you, and the reason like that might

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occur for many entrepreneurs is because like

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too many hoops, not in my wheelhouse, and the

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expense is massive, right? So your messaging

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is really important to be heard is that there

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are ways you don't have to figure it out. all

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by yourself that's right we have the methodologies

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and we're really committed to making this way

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more affordable than it's ever been yeah i mean

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something that's been more you know a less a

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guiding vision in my own life right is you know

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they is somebody else did it right take a look

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around Right. Who else is doing this right now?

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Right. This is figureoutable. Right. And, you

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know, if you really want to scale your business

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and that's a big goal of a lot of our customers

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and a lot of the people we talk to, you know,

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we get it. Right. And, you know, we've we've

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helped a lot of people along the way. And this

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is, you know, you know, this is stuff that you

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can learn how to do and and build it up. Right.

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Yeah. And, you know, it's. it's such an you know

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there's obviously there's a whole bunch of landmines

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there's a whole bunch of things that you know

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but you know as uh someone once said you know

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you'll arrive at those you know junctions bridges

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crossroads with all of the facilities that you

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know you're equipped with today and you figured

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this much out so far so go for it yeah i love

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that attitude yeah because the people who have

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done it they've they've trailblazed the way proved

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that it can be done, that means it's actually

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going to be even easier for those who are following

00:12:43.899 --> 00:12:46.379
behind. Absolutely. And, you know, there's a

00:12:46.379 --> 00:12:49.620
whole bunch of vendors out there like us, right,

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that are, you know, in this space. We exist solely

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because we've got a better way to go about it.

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And we've helped people do a better job than

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what the previous iteration was. And if people

00:13:05.600 --> 00:13:09.480
can apply that to anything and just say, who

00:13:09.480 --> 00:13:13.419
out there is able to help me? And that's where

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I want to go. How do I leverage the knowledge

00:13:17.600 --> 00:13:21.320
and the experience and to see what's out there?

00:13:22.840 --> 00:13:27.460
feel so you know alone or or not feel like you

00:13:27.460 --> 00:13:30.659
know they've got to do this all themselves right

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um you know if they can just squelch down the

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um you know kind of the the pride and and open

00:13:37.779 --> 00:13:41.340
up the learner's mind uh anything possible yeah

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i like i like that open up the learner's mind

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um you also mentioned that like there are a lot

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of companies like yourself um like like the company

00:13:50.389 --> 00:13:53.649
um surpass solutions so i'm gonna give you an

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opportunity differentiate yourself why why you

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guys yeah so the technology has been around for

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you know 50 plus years so um how is other technologies

00:14:06.129 --> 00:14:09.470
changed you know throughout that time is is measurable

00:14:09.470 --> 00:14:13.210
right we've gone You know, from from, you know,

00:14:13.230 --> 00:14:16.970
manned flight to space flight. So and the technology

00:14:16.970 --> 00:14:20.350
industry, you know, my first EDI business was

00:14:20.350 --> 00:14:24.230
one that came at the onset of cloud technology.

00:14:24.269 --> 00:14:26.190
Right. Where all of a sudden you're taking stuff

00:14:26.190 --> 00:14:29.029
off of their local server, sitting underneath

00:14:29.029 --> 00:14:31.610
someone's desk. Right. And, you know, putting

00:14:31.610 --> 00:14:33.629
it up where we could, you know, take advantage

00:14:33.629 --> 00:14:37.590
of of scale up in the cloud. Right. The other,

00:14:37.590 --> 00:14:41.309
you know, the. The piece that's ultimately the

00:14:41.309 --> 00:14:43.789
biggest difference for Surpass is that we're

00:14:43.789 --> 00:14:46.769
not a tool, right? There's a saying out there

00:14:46.769 --> 00:14:48.669
that says tools are for fools. I think it's from

00:14:48.669 --> 00:14:53.490
Slootman, the Snowflake CEO and ServiceNow CEO.

00:14:54.409 --> 00:14:57.610
And we provide a managed service, right? It's

00:14:57.610 --> 00:15:02.350
very, very stark contrast between using software

00:15:02.350 --> 00:15:07.149
tools to orchestrate the ins and outs of EDI

00:15:07.149 --> 00:15:11.259
or... using a managed service with a software

00:15:11.259 --> 00:15:13.940
tool so that it effectively provides you the

00:15:13.940 --> 00:15:17.320
same, you know, benefits, right? Being EDI compliant,

00:15:17.779 --> 00:15:21.179
having that done for you, not incurring penalties

00:15:21.179 --> 00:15:23.899
and chargebacks from your customers, right? Making

00:15:23.899 --> 00:15:25.960
sure that your bills are getting paid because

00:15:25.960 --> 00:15:28.500
your invoices don't have errors and all that

00:15:28.500 --> 00:15:31.720
stuff, right? Ultimately, a managed service provider

00:15:31.720 --> 00:15:34.879
is, you know, something that people consider.

00:15:34.980 --> 00:15:37.960
And when they do, we hope they consider Surpass.

00:15:38.700 --> 00:15:41.940
Right on, right on. Well, I think that's a good

00:15:41.940 --> 00:15:47.480
place to begin to wrap this up. If people have

00:15:47.480 --> 00:15:49.879
heard you and they're like, hey, I want to talk

00:15:49.879 --> 00:15:53.419
to this Chris Brunelli guy, because maybe they're

00:15:53.419 --> 00:15:55.600
at that next point, right? What's the best way

00:15:55.600 --> 00:15:57.679
to get in touch with you? Yeah, just surpass

00:15:57.679 --> 00:16:02.419
.biz and hit contact. I'm also on LinkedIn. If

00:16:02.419 --> 00:16:05.740
anyone wants to look me up there, by all means.

00:16:05.840 --> 00:16:08.940
I love to chat with new people and learn new

00:16:08.940 --> 00:16:11.600
things and see how their business is running

00:16:11.600 --> 00:16:14.000
and see if we can help. Right on. All right.

00:16:14.019 --> 00:16:17.720
So that was surpass .biz. You can also look Chris

00:16:17.720 --> 00:16:20.919
up on LinkedIn. Chris. Thanks so much for your

00:16:20.919 --> 00:16:23.659
time here. I wish you all the best. Great. Thank

00:16:23.659 --> 00:16:25.399
you so much, Fletcher. Really appreciate the

00:16:25.399 --> 00:16:27.360
opportunity and your time today. Thank you for

00:16:27.360 --> 00:16:29.379
being here today. I'm really happy that you tuned

00:16:29.379 --> 00:16:31.659
in to Vision Pros Live. I'm looking forward to

00:16:31.659 --> 00:16:34.960
seeing your reactions as these episodes continue

00:16:34.960 --> 00:16:36.720
to move forward. This is going to get more and

00:16:36.720 --> 00:16:38.779
more fun. We'll have more and more engagement

00:16:38.779 --> 00:16:40.860
as well. We'll invite people to participate in

00:16:40.860 --> 00:16:43.039
the show. And thank you for giving us your time

00:16:43.039 --> 00:16:45.340
and attention. Have an excellent time building

00:16:45.340 --> 00:16:47.659
out your vision and becoming a Vision Pro yourself.
