How Many People Really Have Money To Buy Your Products And Why The Official Unemployment Number Is Way Off

With my clients, one of the first lessons I have them do for homework is to give me what they think their market size is and to never, ever, believe the “ Experts” because I figured out something a long time ago that is best summed up with this quote.

“Most Expert’s Aren’t” – Andrew Anderson

One of the first things you need to do in your business is to figure out your market, your market size, and then figure out whom is your best fit to buy your product.

The next step is that I have them build several customer avatars describing who the top customers might be. We go into as much detail as possible describing exactly who they are, where they live, how much they weigh, their sex, etc. and the more granular the better to target your message.

Before this begins, you need to figure out just how big your market segment truly is which hardly anyone knows.

One of the first steps with is to figure out how many people can afford to buy your product. The first exercise is to help them get over the bad habit of not doing their own homework is with a simple yet eye-opening exercise. That is figuring out the “real” from their standpoint, unemployment number which is the start of figuring out how big your market segment truly is for your product.

There are only 2 components to this.

  1. How many people are of working age?
  2. How many of those people are actually working?

You can Google these numbers, but I will save you the trouble as I have done it for you.

204,026,415 Total Eligible Workforce In US Source Federal Reserve Bank of St. Louis (this numbers excludes active duty military.

7,904,000 Official Unemployment Number. Source Is Here

94,103,000 Total Number Of People Unable To Find Work After Unemployment benefits run out. After that, you are no longer considered officially unemployed. Source Bureau of Labor Statistics

102,007,000 the total number of people really out of work when you add the official number to the ones they don’t count officially anymore.

The real unemployment number is 49.996% using those numbers.

If we add the 8,909,430 people on disability to that number (Source US Social Security)

We get a real unemployed number of 110,916,430 divided by 204,026,415 and the unemployment percentage is a staggering 54.36%.

So, they get a bit of an eye opener to say the least when they start to figure out the total real market size in the US as far as employed adults.

Here is another quote for you. “To remain ignorant in this day and age, you have to work at it daily.”– Andrew Anderson

Do your own homework on everything because the vast majority of all types of information out there is just plain incorrect. This includes pretty much every statistic concerning business.

And I will leave you with this question that I discuss at length within our high-level client groups. Is your pricing inline now that you know that more than likely, half of your potential market is unemployed if you have a consumer product?


Andrew Anderson

Here is the definition of a Marketing Stream.

Marketing Stream – A series of planned marketing and sales events that bring in customers to a business in order to make a sale. After the sale, another series of planned marketing and sales events are continuously applied in order to facilitate them becoming repeat customer for life. Once a customer enters the Marketing Stream they are then called a Continual Customer.

This differs from a Marketing Funnel.  In a Marketing Funnel, the primary goal is to get the customer to buy something and that is pretty much about it.

A Marketing Funnel is to a single fishing pole as a Marketing Stream is compared to a net.

The net is going to get a lot more fish or customers and ultimately profits.

A Better Alternative To Bullet Proof Coffee

Kudos to the unique marketing twist that Bullet Proof Coffee is doing on your Great-Grandma’s Coffee.

If you have not heard of it, they basically put butter into coffee. Presto!  As more and more science comes out, or in as this one, it is rediscovered fat is good.

Fats And Cholesterol Are Good For Your Brain!

Our brains run off of fat. Mainly cholesterol.  It is also what testosterone is made of… which is why when they erroneously said cholesterol is bad for you, the need for help in the sex department came into play. Can you say viagra?  Also just to note, having high cholesterol does not mean you have or will get heart disease. In fact, there is plenty of research that indicates the exact opposite.
The main study on cholesterol has been debunked.

Having not enough cholesterol can actually give you all kinds of problems.  This is good story on 6 Cholesterol Myths Debunked.

Back to Grandmas coffee.   Back in the old days they would put heavy cream into their coffee which provided all of the fats that your brain needs to get kick started in the morning.  Bullet Proof Coffee on steroids!

Pasteurization and Homogenization Are Not Good

Two big differences here.  One the cream was not pasteurized or heated to a high temperature which destroys enzymes and nutritional values and it was not homogenized.  They started pasteurizing milk because they started high intensity farming and feeding cows grains which sets lowers their immune systems, just like in humans.  Check out the book Wheat Belly for more info on this.

Because the cows immune systems are compromised because of grain feed and over crowding, they had to start giving them antibiotics to fight infections in their udders because off all of the puss that was getting into the milk.  In most non organic milk, they allow quite a bit of puss to be in the milk, but when it is homogenized you don’t notice it.  Which brings up the next point.

Of the two homogenization may be the worst.  What they do is force the milk fat threw tiny holes and high pressure or in a blender and it rips apart the fat chains and proteins so they can’t clump together.  What happens is our bodies do not recognize these short and mutilated fat chains as food and it can set up an immune reaction and they are not easily digested.  This is really bad OK.

So if you are going to do bullet proof coffee, just having organic is not enough, you should try and get homogenized and pasteurized butter. Or better yet, just get heavy cream that is organic, non-homogenized, and non-pasteurized.

This can be kind of tough as the big milk producers bought off a whole bunch of state legislatures and made it illegal to sell in many states.  I know crazy right? That is a whole other blog on how that happened.  Just let me say it was and is a very slimy corrupt business.

Here is a great resource on raw milk and why pasteurization and homogenization are not good for you.  The Weston Price Foundation.   They also found that raw milk will help you prevent cavities.  Weston Price was the precursor to pretty much the Paleo Diet and Wheat Belly, and Bullet Proof Coffee.  There is some mind blowing studies and information here that you will not find anywhere else.

Here is a link on where to find Raw Milk in your area as well.

Mycotoxins In Coffee Myth

One of the other things that is spoken about in Bullet Proof Coffee is it talks about is fungus in coffee. As a mushroom grower and beer maker I am pretty well up on Fungus, Molds, And Mushrooms.  In that, if you are not, you can’t grow mushrooms or make beer.  Here is a great article on the Myth of Mycotoxins in your coffee that Bullet Proof uses as a sales point.

I am not totally discounting it by any means, but it is perhaps something that you do not need to worry about.


Organic Healthy Coffer For $5.75 A Pound

I also have to point out that I also roast my own organic coffee and I have found them to be as healthy and as flavorful as you can get. Also not only are they the best and most healthy in my humble opinion, they are the least expensive  as well.  I get my Organic Coffee from Deans Beans for about $5 to $6 a pound. That is not a typo.   Dean is one awesome guy!

I just did a video on roasting your own coffee at home and will try and post it shortly.

Here is a link to Organic Guatemalan Coffee for $5.75 a pound. 

Adding Coconut Oil

So if you really want to up your game, you take several tablespoons of heavy whipping cream or raw butter and then you add a good teaspoon of Organic Coconut oil to it.   This will give your brain such a huge boost it is not even funny.

So basically your Great-Grandma was  way ahead of the curve on this.


Andrew Anderson


Here is one for you.
” If you can’t figure out how to do a proof of concept for you business for under $500 bucks you don’t need more resources, you need to be me resourceful.” – Andrew Anderson
Borrowed money can make you both lazy and stupid.  Go deliver pizzas and use that money. You will spend the money much more wisely and engage your brain in ways that will better server you.  There is no need to sell your soul.  I am not saying you never borrow money or get investors, but only do so judiciously.

First off, we have been doing social media since the stone age in 1990.  Social media consisted of bulletin boards back then and internet access came with a screeching noise as your modem connected.  I have watched it evolve and change and also stay the same since them.  We have used it to promote our businesses and our clients.  I mean you have to eat your own dog food right?

Social Media

Social social media is just another tool that when used right that can be highly beneficial and when used wrong can cause injury to your business.  Just like a good knife.

Easy Anderson’s Social Media Tips.

Tip #1.  “Social Media like brushing your teeth works best when done daily”  Even if you just spend 10 minutes a day on the various platforms, it beats spurts of effort.

Tip #2.  ” Make sure you are tracking leads and business that come in from it. Otherwise, why bother?”  This can be done easily by using a separate phone number and email that you get from Google for free so that you can tell how many calls and contacts you get, to asking where they heard about you, and offering coupon codes for any offers that you may have that you offer through Social Media.

Tip #3.  ” Don’t sell on social media ”  Just offer free advice so that people know that you know what the heck you are talking about”  Figure out how to help them and they will automatically want to buy from you over time. Actually give a shit, don’t fake it.  People can tell if you really care.

Tip #4.  ” Keep it simple and to the point”  ” If people have to think to get your message, they will do neither” .  Think great headlines and use pix whenever possible.

Tip # 5. ” Don’t worry about getting tons of likes or friends”  We have found that well over 50% of all social media people are fake profiles set up by marketers or not ever used. With Twitter we estimate that it is over 60% that are not real, so take your numbers with a grain of salt.

Tip #6.  ” Remember you are just renting space on Social Media platforms and you always want to be driving people to your site.  You can lose your account for no good reason or the platform can go belly up. Can anyone say MySpace?  So hook them with Social Media and then get them to sign up for your email list and at the very least, make sure your site can help them let you know that you can help solve their problems.

Tip #7.  ” Be positive and helpful, and most importantly “REAL”.  Follow these rules and you will get business if your product or service provides value.

Right now they are not talked about as much as the other, but if a business is actually looking to monetize their Social Media, Google+ and Linkedin blow away everything else by far, even though most of the Big Agencies don’t have a clue as to how to use them to make money for their clients. Which I think is GREAT! 🙂  Don’t you?