When Leo Sgovio took a job at a Toronto travel company in 2007, he asked a cousin who worked there, “What’s the highest paying job at this company?” When he found out he was in SEO, he started reading about it and got certified as an SEO specialist with experience in Google and Bing ads. In 2010, he earned another certification, this time in Adobe Analytics. His work gave him a lot of practice helping websites rank on Google and use Google AdSense.
Knowing his way around the world of Internet ads paid off. Sgovio, who had started her career in the fashion industry in southern Italy, secured sponsorship from her employer to stay in Canada. Eventually he started selling supplements through a brand name lovetic on Amazon in 2015; still owns 50% of the business, having sold it to a partner. Lovetica brings in about $700,000 in annual revenue, he says.
“I needed to do something on my own,” he recalls. “If I have to be here away from my family, it should be worth it.”
Leo Sgovio passed on his SEO knowledge in two high revenue companies.
convened
His business soared, thanks in part to a creative approach to pay-per-click advertising. When selling a product for problem skin, for example, it targeted ads to women buying diapers, aware that many women experience skin problems after pregnancy.
“Amazon was still in its infancy,” he says. “It was easy to build a brand on Amazon. Then I started speaking at conferences. I was able to bring all the knowledge of the world of digital marketing. The Amazon space suddenly turned to gold.”
From 2017 to 2017, he worked as the head of innovation for Viral Launch, a software, aimed at Amazon sellers, that allows companies to track their competitors online. Then, in 2017, it started conveneda tool that helped Amazon sellers automate promotions on Facebook, Instagram and Google.
“What really helped me build this business was that I used to work with big companies,” he says. “Especially when it comes to dealing with people behind big desks and closing big clients, if you know how directors and managers think and what they want, it makes it a lot easier to close a deal.”
Convomat brings in more than $2 million a year, he says. Run this business with a contractor.
It is one of the latest examples of the growth of multi-million dollar sole proprietorships. In 2019, there were 43,012 businesses without employees other than owners that made the $1 million to $2.49 million revenue bracket, up from 41,666 in 2018, according to the U.S. Census Bureau. Another 2,553 generated revenue of $2.5 million to $4.99 million, and 388 earned revenue of $5 million and more. (I have not found data tracking these companies by revenue for Canada.)
“When you put passion in, eventually the money comes,” he says. “I did a lot of work for free and helped brands launch products. Ultimately, it comes back to you.”
Sgovio’s latest venture is an affiliate marketing and e-commerce platform for internet marketers. It’s built around a card game that pits kids against parents.
Sgovio’s advice for other entrepreneurs looking to build high-income micro-enterprises? “A lot of entrepreneurs want a one-person business,” he says. “The problem with them is that they get distracted. They start outsourcing some things right away. They never really learn the business. They lose focus on what really needs to be done.”
He advises entrepreneurs to master the operations of their businesses early. “Before they start hiring and outsourcing, they should spend a little more time learning exactly what it takes to get there,” he says. “If you want to make $1 million, you break it down daily. If you’re really struggling to do something, that’s the only time you’re going to hire someone.”
Once you learn a particular company’s processes, you create a standard operating procedure (SOP), detailing how you want it done. Use the tool loom to record the videos.
“Then I have a video library,” he says. “I can show it to the next person who joins. That’s a lot easier.” As he has discovered, making the most of technology can take a business very far.
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