Scaling an Amazon Agency: Insights from James Fang of Real Digital

The Journey of Real Digital: From Film to Amazon

James Fang, founder of Real Digital, an Amazon agency based in Taiwan, has an interesting story to tell. Originally from San Francisco with a background in film, James found himself in Taipei after accepting an offer to work on a documentary project. What started as a temporary stay turned into a permanent move, leading to the establishment of his own film production company.

The Pivot to Amazon

James' entry into the Amazon world came unexpectedly when Amazon Taiwan approached him for his expertise in creating "American-style" videos. This opportunity opened doors to a new market, where James realized he could offer valuable skills in marketing and branding to local businesses unfamiliar with these concepts.

"I saw how everything was done here and I was like, 'Yo man, I know what my skill sets can bring to the table here in a country where they didn't really know how to market themselves, the products, their pain points, their selling points,'" James explains.

Building an Agency in Taiwan

Real Digital currently generates around $300,000 in revenue and employs eight people. The company has set an ambitious goal to reach $1 million in revenue within two years.

The Importance of Physical Presence

One interesting aspect of James' business strategy is the decision to maintain a physical office in Taiwan. This choice was driven by cultural considerations:

"In Asian culture, they care about the face thing," James notes. "Face is all about how you project yourself. If you don't have a reputation, you kind of need to fake it till you make it."

Having an office has proven crucial in establishing credibility and winning clients in the local market.

Strategies for Growth

James shared several key strategies that have contributed to Real Digital's success and will drive future growth:

1. Performance-Based Model

Unlike many agencies in Taiwan that lock clients into long-term contracts, Real Digital operates on a performance-based model. This approach minimizes risk for clients and sets the agency apart from competitors.

"We're the only company that does this particular model," James states. "After people compare apples to apples, they're like, 'Whoa, you're like the only agency that's out here doing it this way.'"

2. Targeting Top Accounts

James has a clear vision for growth: "I want to have the top accounts. I want to be able to say I am the number one agency here in Taiwan. And how I define that is I have 20% of the top accounts in Taiwan."

3. Building Relationships

In the Taiwanese market, relationships are paramount. James emphasizes the importance of trust and how it differs from the U.S. market:

"Asian people are all about relationships. Once they have that trust, you basically have the keys to the kingdom. Whereas in the US, we care about specialization."

The Rolodex Hustle: A Framework for High-Level Networking

During the conversation, an interesting concept emerged: the "Rolodex Hustle." This approach focuses on building relationships with a small number of key decision-makers who can significantly impact the business.

Key Elements of the Rolodex Hustle:

1. Identify Key Players: Create a list of 50-100 individuals who are market makers in your industry.

2. Personalized Outreach: Develop a system for regular, personalized contact with these individuals. This could include sharing relevant content, sending gifts, or arranging face-to-face meetings.

3. Focus on Their Interests: Instead of selling, focus on topics that genuinely interest these decision-makers. This could be industry trends, personal hobbies, or charitable causes.

4. Provide Value: Share insights, data, or analysis that these individuals would find valuable. Your goal is to be seen as a trusted source of information and expertise.

5. Systematic Approach: Create a spreadsheet or system to track your interactions and ensure regular, meaningful contact with each person on your list.

Implementing the Rolodex Hustle

James reflected on how this approach could be applied to his business:

"I'm kind of looking at it from a very different optic right now. It's not like you're trying to come across as a sales guy. It's like, no, I'm not trying to sell you. It's very persuasive when you're not trying to sell."

This strategy aligns well with the relationship-focused business culture in Taiwan and could be a powerful tool for reaching Real Digital's growth goals.

Lessons for Agency Owners

James Fang's experience offers valuable insights for agency owners looking to scale their businesses:

1. Understand Local Culture: Adapting to local business practices and cultural norms can be crucial for success in international markets.

2. Differentiate Your Offering: Find ways to stand out from competitors, whether through unique pricing models or specialized expertise.

3. Focus on Relationships: Especially in relationship-driven markets, building strong personal connections can be more effective than broad marketing efforts.

4. Provide Value First: Instead of focusing on sales, prioritize providing valuable insights and information to potential clients.

5. Set Clear Goals: Having a specific vision for growth, such as targeting a certain percentage of top accounts, can help focus your efforts.

6. Leverage Your Unique Background: Your diverse experiences and skills can be valuable assets in differentiating your agency and connecting with clients.

Conclusion

James Fang's journey with Real Digital demonstrates the potential for success when combining industry expertise with cultural understanding and strategic relationship-building. By focusing on a small number of high-value clients and providing exceptional value, agencies can achieve significant growth even in competitive markets.

As James continues to implement these strategies and refine his approach, Real Digital is well-positioned to reach its ambitious growth goals and establish itself as a leading Amazon agency in Taiwan. His story serves as an inspiration and a practical guide for agency owners looking to scale their businesses in unique and challenging markets.

Article created from: https://www.youtube.com/watch?v=33YueqpnVdQ