Introduction
This is the story of how Jon Shanahan started The Kavalier, a YouTube channel and blog focused on menswear and style. He shares how the initial idea came about, how he got started creating videos, launched the business, and grew it to $6,000 per month in revenue.
Backstory and Idea Origins
- Jon had a passion for video production since high school and studied design in college
- While working corporate jobs, he developed an interest in menswear and style
- On his honeymoon in 2014, Jon crystallized the idea for a YouTube channel called The Kavalier to showcase undiscovered menswear brands
- He aimed to take an in-depth, Wirecutter-style approach and help guide men's style and shopping
Getting Started
- Jon shot his first videos on his iPhone and edited in Final Cut Pro
- Chose Frank and Oak for his first brand video since he was a fan and not many covered them
- Posted 2 videos per month but growth was slow in the first year at just 800 subscribers
- Focused on covering many brands to increase search visibility
Launching the Business
- Startup costs were low since Jon already had camera and clothes
- Took 8 months to get 1,000 views as he didn't promote much initially
- Worked on videos early mornings before his full-time job
- Wanted to help guys shop smarter and feel better about clothes
Growing the Business
- Focused on quality, timing, and a niche audience
- Stayed in his lane of professional young men interested in quality clothes
- Incorporated formats and ideas from other content spaces
- Used YouTube for reach and Instagram, email, Twitter to connect directly
Today and the Future
- Built a backyard studio after starting in his bedroom
- Quit his job in 2018 to focus full-time on the channel
- Reached 55,000 subscribers and good SEO ranking for the blog
- Planning evolved content strategy and fewer, better-produced videos
Lessons Learned
- Hard work and consistency pays off - published 500+ videos
- Start immediately and figure things out, vs. over-planning
- Connect with other creators for collaborations and cross-promotion
- Build a routine optimized for productivity
Tools and Resources
- Evernote for research, Final Cut Pro for editing, G Suite, QuickBooks, etc.
- Podcasts like Smart Passive Income, Books like Shoe Dog
Tips for Entrepreneurs
- Take action quickly on ideas and start executing
- Find mentors who can provide guidance and support
- Put yourself out there - people are willing to help
Conclusion
Through consistent hard work and optimizing his processes, Jon grew The Kavalier to $6,000/month in revenue. His story provides inspiration for starting a content business.
