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Behind the Scenes of a $3 Million Launch: Lessons and Strategies
Episode 183rd April 2025 • Growing a Deeply Rooted Business • Jessica Walther & Rachel Lopez | Rooted Business
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Ever wondered what it really takes to pull off a multi-million dollar launch? In this episode, we’re giving you a behind-the-scenes look at a $3M+ launch that I (Jess) had the honor of managing—and Rachel is asking all the questions to help unpack the strategy, systems, and lessons that made it such a success.

Whether you’re planning your first launch or looking to scale your next one, you’ll walk away with practical takeaways, big-picture insight, and encouragement to trust your process.

In this episode, we cover:

  • 02:25 The big differences between high-level launches and everyday campaigns
  • 05:52 How we mapped out the entire strategy in advance
  • 08:08 Using masterclasses to build trust and deepen engagement
  • 13:09 Real-time adjustments, last-minute pivots, and staying agile
  • 19:41 What it takes from your team—and what we learned from the process

Links and resources:

Listen to the rest of the Launch Series

Meet Your Hosts


Jessica Walther is the founder and CEO of The Launch Collaborative and Sustainable Success Systems. As a launch strategist and systems consultant, Jess is dedicated to helping solo business owners and small-but-mighty teams build businesses that deliver both peace and profit. She specializes in creating sustainable growth strategies that align with her clients' values and lifestyles.


Rachel Lopez is the founder and CEO of Gal Marketing Agency, a boutique email marketing and strategy firm. With over a decade of experience, Rachel helps heart-driven entrepreneurs craft intentional marketing strategies that attract, nurture, and convert leads sustainably. Her human-first approach ensures that marketing efforts feel authentic and effective .


Together, Jess and Rachel blend systems, storytelling, and soulful strategy to help you grow a business that's deeply aligned with your life—not just your revenue goals.


Connect With Us:

Jess Website

Rachel's Website

Learn with Us

Get Jess's Sustainable Success Systems Starter Kit, a Notion Business Management Systems that takes your business from overwhelmed to organized with 4 foundational workflows. <<Learn More Here>>


Diagnose Common Launch Problems and Fix Them Fast! Get the Launch Cure Guide : https://www.thelaunchcollaborative.com/launch-cure

Get Rachel's Guide to a High-Converting Email list to learn 4 shifts to elevate your emails & embrace sustainability in your marketing. <<Get it Here>>

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Transcripts

Speaker A:

Hello and welcome back to another episode of the Deeply Rooted Business Podcast.

Speaker A:

I am so excited about this episode.

Speaker A:

Wait, sorry, I'm jumping the gun here.

Speaker A:

I'm Rachel, your marketing mastermind here with our systems guru, architect Jess.

Speaker A:

And like I said, I am so excited about this episode.

Speaker A:

We are going to get four full master class in launching today, but not like just any type of launching, like really strategic launching rooted in what we preach, which is intention, which is being sustainable in a, like in your scaling efforts.

Speaker A:

So Jess just wrapped a 3 million plus dollar launch.

Speaker A:

Like that's not an exaggeration.

Speaker A:

That's not some sleazy revenue number that we're dropping.

Speaker A:

Like that's real and we are going to go through.

Speaker A:

I'm going to, this is going to be interview style because I really want everybody to kind of get the behind the scenes that I get.

Speaker A:

And I'm going to be asking Jess all of the questions I want to know, which assume it's what everybody else wants to know.

Speaker A:

So we're going to pull the curtain back on this and really kind of see what a launch at this level entails.

Speaker B:

Yes.

Speaker B:

So, yeah, yeah, I mean I was so excited to be a part of this launch.

Speaker B:

I truly believe it was like divinely guided because I was not promoting my launch management services at this time.

Speaker B:

But I had some really good SEO for launch management.

Speaker B:

Apparently that's how I was able to connect with this client.

Speaker B:

And I'm not even gonna lie, when I first saw his discovery call application come across, like I had some imposter syndrome, some freak out.

Speaker B:

But yeah, I'm excited to share everything I learned and what the experience was like.

Speaker A:

So I think this is gonna be very different from like the mindset that a lot of people think when they're being targeted scaling in the online space where people think like a 10k launch or something like that is kind of like as good as it gets.

Speaker A:

This is systemized, this is analyzed.

Speaker A:

Like there are so many layers to this.

Speaker A:

This is not just doing your manifestation, setting your affirmations and like hitting send on a couple of emails.

Speaker A:

And this is what I really want to like get into.

Speaker A:

So from this launch, just like high, high level.

Speaker A:

What was different from this launch versus like the other launches that you supported?

Speaker B:

Yeah, so like I said, I have supported six figure launches before, but I've never supported a seven figure or multi seven figure launch.

Speaker B:

Also, as you know, for most of the launches I was sitting in a dual like management slash implementer for like a lot of my like small, smaller, like twenty thirty thousand dollar launch clients.

Speaker B:

Like I was doing it all.

Speaker B:

And this had a team of 14 subcontractors of a very already established team that I was coming in to manage.

Speaker B:

So I think those were like the sheer like volume of it.

Speaker B:

And then also just the, the phases.

Speaker B:

Like we still did a ramp up and then we did a promotion but it was a much longer like we had a five day day and night masterclass leading into a two day full day boot camp.

Speaker B:

And before that we launched a private podcast to it.

Speaker B:

So it was really had like a big Runway leading up to opening the cart on this project product.

Speaker A:

Okay, so just because I know our listeners are probably not all doing million dollar launches.

Speaker A:

What is your kind of like preface?

Speaker A:

Like, you know, we always give like little like disclaimer at the beginning of a lot of episodes for this.

Speaker A:

Like if somebody's hearing this and they're a team of one, maybe two or three contractors and they hear all of these components, like what is like energetic reset for when they start to get overwhelmed by what we're about to dive into?

Speaker B:

Yeah, no, I mean I think that I hope a lot of the lessons that I've learned and one of the lessons I did learn is that if you like, my skills for a six figure launch translated very well into a seven figure launch.

Speaker B:

It was just a bigger amount of volume because this client uses like is very adapted ads and using ads to drive that amount of volume.

Speaker B:

This was a tried and tested offer.

Speaker B:

This client had already done a million and almost.

Speaker B:

I think their last Launch was like 700,000 launch.

Speaker B:

But they had already run like multimillion dollar launches before in like the previous iteration of their business.

Speaker B:

So the team that was coming on had a lot of experience and they had also a lot to invest.

Speaker B:

This is also the only big live launch they do all year.

Speaker B:

So it's not like they're doing this multiple times times a year.

Speaker B:

So like their whole business kind of revolves around this one launch and they have a whole product team delivering the launch.

Speaker B:

So it's not like my dietitians who are seeing their clients and trying to market and trying to do this.

Speaker B:

It's like the business has been set up and scaled to perform at this level.

Speaker A:

And I think that that gives a lot of context.

Speaker A:

I hope to people who maybe look at like an Amy Porterfield or a Jenna Kutcher and they're like, oh, I can easily pull off this like level of a launch.

Speaker A:

But I've seen like the behind the scenes of those types of launches where It's a full studio.

Speaker A:

It is, like, affiliate programs up the wazoo.

Speaker A:

And, like, there's so many moving pieces with, like, layers and layers of employees that are supporting it.

Speaker A:

So, like, not every launch has to be like that.

Speaker A:

That's my, like, additional preface here.

Speaker A:

So, all right, let's get into this, because I think it's, like, really exciting.

Speaker A:

Tell me about, like, step one.

Speaker A:

What was the, like, strategic roadmap that you started with?

Speaker A:

Like, what was the vision like?

Speaker A:

You know how we're always saying, like, setting the goals, setting, like, that kind of thing.

Speaker A:

So give me, like, the step zero.

Speaker A:

What did we do?

Speaker B:

Yeah, so step zero.

Speaker B:

So this client actually bought me on in October, and I think OpenCart wasn't until February 28th.

Speaker B:

So we had a big, like, preparation Runway, and basically the whole month of my first con, like, my first contracted month, I was kind of just in review mode because they had already done this before.

Speaker B:

Then we created a really detailed debrief from their last launch.

Speaker B:

So I was able to kind of go through and see where were the areas of opportunity from last time, where were some of the sticky places, where could I lend my talents to kind of help smooth things out.

Speaker B:

And then concurrently, the team had just started using notion, which was one reason they brought me on, because I know notion and launch project management, so all of my different interests, they go in.

Speaker B:

So then I started building out kind of the launch project management board for this launch.

Speaker B:

And I have a very, like, systemized way that I map out all launches, and just because this one was bigger, I was still able to apply it.

Speaker B:

I just kind of had to do it in phase chunks.

Speaker B:

So, like, our first private podcast was phase one.

Speaker B:

And I, you know, I map out all the elements visually so that I know, like, every.

Speaker B:

I can see everything we need to build.

Speaker B:

And then I'm able to go take, like, each asset that we need to build and break it down into, like, what copy needs to get written, what, you know, graphics need to get created, all of the different things that go into each piece.

Speaker A:

Yeah, and it's funny that you say this, because this is literally, like, if you go listen to our, like, podcast or podcast episodes, our launch episodes, that's, like, literally what we say is that we're reflecting back or looking at the gaps, we're identifying those kind of areas that can be optimized, and then we set the actual, like, project plan.

Speaker A:

So we're breaking everything line item by line item, link by line item.

Speaker A:

It's so fascinating to see how, like, regardless of Scale.

Speaker A:

That's the foundation.

Speaker B:

Yeah.

Speaker B:

Yeah.

Speaker B:

I think the pressure was big.

Speaker B:

And at first I was like, whoa.

Speaker B:

Like, this was a lot.

Speaker B:

And I remember even telling the client, I was like, you know, because he's like, are you overwhelmed?

Speaker B:

I'm like, this is a lot.

Speaker B:

But he's like, are you in?

Speaker B:

And I'm like, I'm in.

Speaker B:

I want you to go brag to all your big launch buddies about how I did.

Speaker A:

I'm going to do.

Speaker B:

I'm going to, like, kill this.

Speaker B:

And I did.

Speaker B:

I did.

Speaker B:

Unbelievable.

Speaker A:

Yeah.

Speaker A:

Okay, so now that we're kind of like assessing, you know, the area and all the things, you said, five day masterclass, is that correct?

Speaker B:

Yeah, five day master class, day and night with both internal and external speakers.

Speaker B:

So.

Speaker B:

So we had one in the morning and then one at night.

Speaker B:

We had 70,000 people register, which was, I think, like triple what they had last time.

Speaker B:

And then we had A.

Speaker B:

About 10,000 people join every night.

Speaker B:

But I think one of the interesting things, and I don't know if it was a strategic move at first, but it ended up being something that I will reuse, is that they didn't do a zoom for these master classes.

Speaker B:

They just streamed them live, like, straight to YouTube.

Speaker B:

And that made their channel grow.

Speaker B:

I think they had 8,000 subscribers going into the launch, and they ended up with 46,000 subscribers after the launch.

Speaker B:

So I know we talk a lot about how, like, launches can.

Speaker B:

Can boost not just your revenue, but they can boost, like, all of your other metrics as well.

Speaker B:

And if you continue to launch, you kind of continue to just gain that momentum.

Speaker A:

Okay, this is such a nerd question, but, like, at what point did they enter the email list if there wasn't like a gated.

Speaker B:

Yeah, so we still had them register for it.

Speaker B:

So our ads point into a registration page, but our links that we sent them were YouTube.

Speaker B:

YouTube live links.

Speaker B:

So.

Speaker A:

Wow, I love that.

Speaker A:

That's like the energy of just confidence, of not feeling that fomo, of being like, I need to get everybody here.

Speaker A:

It's like, hey, if more people join, like, more people join kind of thing.

Speaker A:

Like, that's such a cool energy.

Speaker B:

Yeah.

Speaker B:

And I think definitely during the broadcast too, like, if people happen to stumble across us, we had like, don't miss out, get notifications, like, join the email list.

Speaker B:

So we were still able to kind of pull in anyone that would be maybe like, stumble across the YouTube.

Speaker A:

So would you say that the masterclass was this, like, make it like, it made the laundry, you think it was like a Holistic kind of component of everything combined like what was the really like the secret sauce of it that kind of made it work.

Speaker B:

Yeah, I mean I think the masterclass was really, really impactful just because of how much value care that they into it.

Speaker B:

So obviously they were showcasing their instructors for the program.

Speaker B:

But we also kind of brought two big speakers from that like space or what niche they're in to speak as well to kind of draw even more crowds.

Speaker B:

So I mean we obviously had to pay those people.

Speaker B:

So we were like giving like a really well produced kind of event that people were really wanting to.

Speaker B:

We did a pre show wanting to like join.

Speaker B:

We did a pre show before each which I thought this was like a great way too.

Speaker B:

They brought two of their like alumni students on.

Speaker B:

So before the masterclass started each night they would do like a 30 minute kind of pre show where they're kind of just sharing their experience like of them going through the program that later on we would you know, talk about but like seeding that and I mean that helps so much because people were like begging to get into it and like they still had another stuff to go to because they still needed to go to the boot camp before we officially open cart and let them into the program.

Speaker A:

So that's.

Speaker A:

Yeah, I mean and if you think about that, that's literally like social proof, authority building, trust building, like that is so many layers of that successful sales psychology and like why launches are successful like just so like jam packed into everything so that every single area that you're touching of the launch has these components of you're seeing what you're going to get.

Speaker A:

Like you're getting the quality quality that you're going to get from the get go.

Speaker A:

I think that's awesome.

Speaker B:

I think people need trust.

Speaker B:

I mean and I want people to be able to take some of these learnings and implement them in their business.

Speaker B:

So I think one of the ways that you can do this or what I've taken away and done in like my clients business is kind of do like an alumni panel or bring in, you know, instead of like showing the video of the testimonial if you could bring that person on live.

Speaker B:

I think people need so much trust building these days that anything that you can kind of do to like further prove where it's not just words on the screen like people really sharing their experience can help.

Speaker A:

Totally.

Speaker A:

Okay, so I have so many questions.

Speaker A:

We're not going to be at our 20 minute mark but let's try so ramp up.

Speaker A:

That's Something I am preaching to every single person.

Speaker A:

You said that this launch took six months to plan or that you started planning six months out.

Speaker A:

Tell me about the intentionality of ramp up in that beginning part.

Speaker A:

Because obviously this person, this business has huge demand, huge presence.

Speaker A:

Like they are already existing in a space where they know what they're doing outside of launch window.

Speaker A:

So in that time where like they really, I mean, I don't know too much about them, but like they probably could launch multiple times a year if they wanted to.

Speaker A:

Right.

Speaker A:

So in that ramp up stage, like what is the goal and what is like the, what is the focus during that time?

Speaker B:

Okay, so our ramp up period was probably one of, I would say like the most unsuccessful part of the launch.

Speaker B:

I'm gonna say.

Speaker B:

I'm gonna say.

Speaker B:

So we started out with a private podcast.

Speaker B:

So we started promoting that the week of January 1st and kind of dropped episodes all throughout January.

Speaker B:

And it really just didn't resonate with the audience.

Speaker B:

This audience demographic is older, so I don't know if they're necessarily listening to podcasts, like they still use Facebook kind of thing.

Speaker B:

So we didn't really get.

Speaker B:

We had a lot of registrations for it because I think people were excited to hear from them.

Speaker B:

But we didn't get a lot of engagement once we started dropping episodes.

Speaker B:

So there weren't a lot of people listening.

Speaker B:

And then we went into a secret sale just for the people that listened to the podcast.

Speaker B:

And this was again, very unsuccessful.

Speaker B:

I think we got eight people during the secret sale, which is funny because we ended up with a thousand people on the program after the launch.

Speaker B:

But we got eight people in through the secret sale.

Speaker B:

And there was a bunch of different components.

Speaker B:

Like we didn't have that many people that were engaged with the podcast.

Speaker B:

And also we kind of tested out a new pricing that didn't work.

Speaker B:

And we also tested out a.

Speaker B:

Instead of doing payment plans using a company called.

Speaker B:

I don't.

Speaker B:

I guess there's a company where you can get.

Speaker B:

Well, I'm not going to say the company's names.

Speaker B:

Don't want to get sue.

Speaker B:

But there's a company that like, it's kind of like Klarner or after pay, like instead of doing that.

Speaker B:

But it's like a company that just does this, but they guarantee that like 100 of your people will get like approved for financing if they need it.

Speaker B:

And it was just, it was a mess.

Speaker B:

The pricing didn't work.

Speaker B:

The company ended up like wanting people to put up like their cars.

Speaker B:

It's collateral and we're giving them interest rates.

Speaker B:

So all of us.

Speaker B:

All that to say even though it was really unsuccessful, the team was really glad that we did it.

Speaker A:

Yeah.

Speaker B:

That we could kind of like, we could kind of adjust.

Speaker B:

So I think, I mean, I would really want to do it again because it was good because we were able to have like, we had sales page built out, we had film.

Speaker B:

It built out like way, way in advance because we had done this secret sale.

Speaker B:

And then we had time to go back and like adjust the sales page, adjust the pricing, put in our own payment plan, like feel really confident going in with like our new revisions that we had.

Speaker B:

Yeah.

Speaker B:

And then.

Speaker B:

So after that, factory.

Speaker B:

But one more thing.

Speaker B:

So after that wasn't successful, we pivoted and we actually launched which this kind of against everything.

Speaker B:

Five different lead magnets.

Speaker B:

Five different magnets that were, we were targeting and then inviting them to the masterclass through a follow up sequence.

Speaker B:

And then of course, like they, they did like ads was probably their major thing.

Speaker B:

And then they had affiliates as well.

Speaker A:

We say that's against what we say, but like probably very strategic, very intentional.

Speaker A:

Lead magnets, not general, not, you know, all over the place kind of thing.

Speaker A:

So it is and it isn't, you know, what we're talking about here.

Speaker B:

Yeah, well, and then they have the, they had the team to be able to execute and promote all of those lead magnets.

Speaker A:

Right.

Speaker A:

Okay.

Speaker A:

So I love something you just said where like you had what you had planned.

Speaker A:

Right.

Speaker A:

And then you started rolling things out.

Speaker A:

And of course, like in any launch there's always surprises.

Speaker A:

And so when you take those surprises, it's either assess, pivot, redirect kind of thing.

Speaker A:

Like, what are we doing with this?

Speaker A:

So I think this is something that a lot of people leave out in their launch efforts, whether it's smaller launches or bigger launches, which is assessing the data real time.

Speaker A:

Like anytime I'm with a client and I'm launch managing, I am looking at how the emails are doing.

Speaker A:

I'm looking at what people are clicking on in real time.

Speaker A:

I'm saying this email went out per our conversions.

Speaker A:

We should have seen this.

Speaker A:

How come we didn't?

Speaker A:

How come we did?

Speaker A:

And look at like what to optimize and do all of that.

Speaker A:

Tell me about kind of like the real time, like observations that you guys were doing in this or even how important it was to this overall success of the launch.

Speaker A:

Like did you guys give it too much or do you.

Speaker A:

What are your thoughts?

Speaker B:

No, no, I think that we.

Speaker B:

So after we had the secret sale results we obviously like kind of debriefed as a team and then we had a couple of ideas of what we thought would work.

Speaker B:

And then actually the CEO main strategist got support.

Speaker B:

So he reached out, got a coach that he had worked with before to kind of look at our offer and see, see what, you know, where the opportunity was.

Speaker B:

And the coach was the one that suggested we had raised the price without testing it beforehand.

Speaker B:

And he was like, this is a really.

Speaker B:

He's like, I think the riskiest thing y'all have done is raise the price.

Speaker B:

The price needs to be raised, but we can't test it during the launch that the company depends on.

Speaker B:

So we lowered the price back down.

Speaker B:

We did our own payment plan because we knew that that worked from the previous launch.

Speaker B:

And I think that pricing was just made it kind of a no brainer offer going into our open cart.

Speaker B:

Yeah.

Speaker A:

Okay, so just to kind of like pull in a few things here.

Speaker A:

So lots of moving pieces, lots of components, like did.

Speaker A:

Even with the full support of the team and the full support of like you and everything, like was there still a little bit of pressure and like chaos?

Speaker B:

Oh my gosh.

Speaker B:

Yes, there was chaos.

Speaker B:

I mean, so like I said, we had these last minute pivot.

Speaker B:

There was a couple of last minute pivots that we did once the CEO talked to like their strategists and so there were last minute changes.

Speaker B:

So of course, like last minute changes, we're having to go back like I don't know how many different times we changed things in emails, changed sales pages.

Speaker B:

So just making sure that kind of all the things lined up, you know, streaming software, I ended up having to learn like ecamm, which is like a really like technical streaming platform.

Speaker B:

Because in the midst of all this, the CEO and his wife who are both part of the company, had a baby and they had a baby three weeks before open cart.

Speaker B:

So they're like launching with the baby in their hand, like producing this like $70,000, 70,000 person masterclass.

Speaker B:

So you know, it got it, it didn't, it got chaotic.

Speaker B:

I don't think it ever got out of control.

Speaker B:

And I, it worked a lot.

Speaker B:

But it's the only launch, you know, like the only big.

Speaker B:

Yeah, like this all year.

Speaker A:

So what do you think you are going to take away from this?

Speaker A:

Like, oh my gosh, what the most impactful part of it for you?

Speaker B:

I mean, I think one and I've shared this before is I think the most impactful thing is just how the owners show up for their team and how they took care.

Speaker B:

You know, if you take care of their.

Speaker B:

Your people, they'll take care of you.

Speaker B:

So they sent us all for launch week when we're doing those master classes day and night, they sent us all meals from Factor, so we had food.

Speaker B:

After the launch, we had a big launch celebration call where everybody got, like, five minutes of recognition from the team.

Speaker B:

You know, they're always saying thank you, and, you know, you knew exactly how you contributed to the launch.

Speaker B:

So I think that was kind of like everyone was all in.

Speaker B:

Like, every single person, like the email marketer was in the YouTube comments, like, answering people's comments, questions every night of the launch.

Speaker B:

It, like, really took a whole team effort to put the masterclass on.

Speaker B:

But I think that made such a big difference because every single touch point with a customer, we're responding to them.

Speaker B:

If they're answering questions in YouTube and nobody's answering them back, then they don't feel like they're taken care of.

Speaker B:

So, you know, we had someone in the YouTube comments, someone in.

Speaker B:

You know, when we did Zoom for Bootcamp, we had someone in the Zoom comments.

Speaker B:

There were.

Speaker B:

Everybody was there every night contributing in some sort of way, make the customers feel taken care of.

Speaker A:

That's amazing.

Speaker A:

I love that.

Speaker A:

So bringing this back to our listener, somebody that just wants to run out a successful launch, maybe not a million dollar one, but, like, just a successful launch.

Speaker A:

Like, what is the advice and, like, the key components that you would say you need to have them, like, lock this in and, like, get started on?

Speaker B:

Yeah.

Speaker B:

So I think you need to know your customer obviously back.

Speaker B:

You know, you need to know what's going to resonate with them.

Speaker B:

You need to know your strengths, how you show up the best in your launch.

Speaker B:

You need to validate your offer before you invest a lot of money in doing it.

Speaker B:

It's really hard to launch and make money if you have no testimonials, because people are just buying because they like you.

Speaker B:

You might get a couple.

Speaker B:

But testimonials are going to help you put you over the edge.

Speaker B:

And you need to plan far, far, far in advance, especially if you don't have a large team or you're juggling, you know, marketing and clients going back and forth.

Speaker B:

I could probably think of, like, another thing you need to debrief your luggage.

Speaker B:

Like, there's so many things that you need to do, but, yeah, those are kind of the top five.

Speaker A:

Yeah.

Speaker A:

I mean, this is so fascinating.

Speaker A:

I feel like we could have gone on forever and ever, but like, as our promise to the listener.

Speaker A:

We always want to keep these short, consumable, and everything, but if there was something like a question that you have, like, for Jess, share it with us, put it in our DMS or anything like that.

Speaker A:

But, like, this is so fascinating, and I love just how transparent you want to be with us, because everybody can learn from everybody else's successes.

Speaker A:

And I think that that's kind of like one why we are so passionate about this podcast is because we got so much to share, and I think.

Speaker A:

Yeah.

Speaker A:

Anything else you want to share with the audience before we wrap?

Speaker B:

No.

Speaker B:

I mean, I think it was just a really fun, fun thing.

Speaker B:

I am changed for the better.

Speaker B:

We're actually doing a.

Speaker B:

I'm like, we only launch once a year.

Speaker B:

We're doing a mini launch right now.

Speaker B:

We've already taken a bunch of those lessons that we learned with the big launch to do that, to make that successful.

Speaker A:

Awesome.

Speaker A:

Okay, well, if you like this episode or if you have questions for Jess, let us know.

Speaker A:

Leave a review, leave us comment wherever, and we'll be back next week.

Speaker A:

So until then, we're.

Speaker B:

We're rooting for.

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