Growing A Consumer Product Reviews Business To 4 million Monthly views with Jeff Rizzo – AEP #6


Jeff Rizzo is the Founder & CEO of RIZKNOWS & The Slumber Yard, a digital media company that operates consumer review websites, which collectively garner over four million views per month. The company focuses on providing high quality, concise, and entertaining reviews of some of the most popular consumer products on the market. To date, the company has reached over 70 million people.

 Prior to starting his own company, Jeff worked as a middle-market investment banker at Duff & Phelps where he helped entrepreneurs raise capital, restructure their balance sheets, and sell their businesses, among other things.


​Jeff has a bachelor’s degree in Business Administration from the Haas School of Business at the University of California, Berkeley where he graduated with high honors.

Tools / Books / Resources mentioned:

Tools: Google Analytics, Google Search Console
Books: Think and Grow Rich by Napolean Hill


Show Notes:

1:35 minute mark:

Agile entrepreneur takeaway: Focus your company on specific audience and specific products.

Jeff introduces his business which reviews popular consumer products and publishes unbiased and authentic reviews in a unique what he calls anti-tv manner where there is not much competition. Jeff also talks about the ideal audience, male around 34 years of age, that his business reviews cater to.

4:11 minute mark:

Agile entrepreneur takeaway: Be realistic about business timeline and focus on your key strengths.

Jeff talks about how it took 3 years or so for him to get his feet on the ground with his business as he was learning as he went along. He survived those 3 years by relying on family support but knowing that time is on his side as he is only 22.

5:09 minute mark:

Agile entrepreneur takeaway: Get the product out the door first and evolve based on feedback and reviews

Jeff talks about how his business model evolved where the initial focus was on selling products but he realized that unbiased youtube reviews is the  better option and switched to it based on feedback.

9:04 minute mark:

Agile entrepreneur takeaway: Market research and market validation is key. Focus on specific niches.

Jeff talks about the market research he has done to identify 2 areas where the competition is low for high quality video reviews and started making reviews. As he kept getting more and more organic traffic, he kept investing more.

12:36 minute mark:

Agile entrepreneur takeaway: Identify key search engine optimization tools and focus on them to grow your business. No reason to be fancy.

Jeff talks about the tools he uses such as Google Analytics, Youtube Analytics, Google search console, Ahrefs, google adwords to grow his business.

15:40 minute mark:

Agile entrepreneur takeaway: Motivation is key for entrepreneurs. Identify your key motivators.

Jeff talks about two factors that motivate him: (1) To prove his detractors wrong and show that he can be successful (2) create wealth for his family. He also talks about books that inspired him of which ‘Think and Grow Rich’ by Napolean Hill is at the top.

18:55 minute mark:

Agile entrepreneur takeaway: Retrospection is key to grow your business.

Jeff talks about one thing he should have better is to stop and think about long-term. He also talks about expanding his business by adding more categories of reviews and also trying to get the best people and train them.

23:24 minute mark:

Agile entrepreneur takeaway: Get a good business partner if you can and always have more cash than you think you need,

Jeff’s advice to entrepreneurs is to get a good business partner based on his outstanding experience with his partner Matt. Jeff also believes that would-be entrepreneurs should have adequate money to get them through tough times as business always takes more time.

​Episode Transcript (Click to expand)



About the Author Ramesh Dontha

I am an entrepreneur, writer, and blogger. I build businesses and love to share my experiences of my successes and failures. My mottos is: Live with purpose, Be Passionate about that purpose, Persevere through ups and downs and keep exploring Possibilities.

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