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The Fastest Way To Attract Paying Customers & Raving Fans... Hands Down.

Get Step-By-Step Training To Build & Launch Your Customized Sales Boosting Challenge Now!

The Fastest Way To Attract Paying Customers & Raving Fans... Hands Down.

Get Step-By-Step Training To Build & Launch Your Customized Sales Boosting Challenge Now!

Why “Challenge Funnels?”
Are You...
Struggling to build a list of QUALIFIED leads?
Frustrated with slow or no sales of your products or services?
Banging your head against the wall trying to create Authority and Credibility as THE EXPERT in your market?
Trying to figure out WHICH funnel will bring you the QUICKEST and EASIEST Rush of Cash for your business? 
Looking for a way to prime your prospects to buy your High Ticket products and services, coaching or consulting?
Struggling to build a list of QUALIFIED leads?
Frustrated with slow or no sales of your products or services?
Banging your head against the wall trying to create Authority and Credibility as THE EXPERT in your market?
Trying to figure out WHICH funnel will bring you the QUICKEST and EASIEST IMPACT for your business? 
Looking for a way to prime your prospects to buy your High Ticket products and services, coaching or consulting?
Well, there’s a reason why the TOP MARKETERS across ALL industries are using Challenge Funnels as both a lead generation machine and high converting sales funnel…

It’s because they’re one of the MOST PROFITABLE front-end funnels on the planet. 

Period.

Challenge Funnels have proven time and time again to convert ICE COLD traffic to buying customers as soon as they visit your landing page.

I know…it’s sounds too good to be true.

But there are proven scientific reasons why prospects buy when they see a “Challenge Funnel” that grabs their attention, which I want to share with you.

Banging On All Cylinders
Challenge Funnels WORK. 

Plain and simple.

And not just for the big guns like Russell Brunson, Ryan Levesque, Lisa Sasevich, and Ryan Deiss…

They work for countless entrepreneurs and biz owners on every level, from solopreneurs to small businesses to midsize and large companies. 

And the beauty of Challenge Funnels is that they work in ANY NICHE, in ANY INDUSTRY, and for ANY PRODUCT OR SERVICE. 

They outperform most Lead Generation Funnels that give away FREE stuff when it comes to building a list of HOT BUYERS!

What’s more, Challenge funnels are designed to be COMPLETELY AUTOMATED so you can focus your precious time and attention on the high ticket offers in your funnel.

When you include them in your business, and start to see the IMPACT they have in generating QUALITY LEADS and BOOMING SALES…

You’ll be slapping your head and saying, “Holy Cow! Why didn’t I know about this sooner?”

Once you know the simple strategy behind them, you’ll never look back. 

As the saying goes, “You’ll literally be printing money.” 

Introducing...
THE "CHALLENGE CREATION BOOTCAMP"
Introducing...
THE "CHALLENGE CREATION BOOTCAMP"
Hi. I’m Austin Ford. 
Over the past few years, I’ve built and designed 100’s of successful funnels for multi-million dollar companies and for entrepreneurs just like you.
 
A lot of my clients had heard about Challenge Funnels, and wanted to use them in their business, but they didn’t know WHERE TO START or HOW to build one THE RIGHT WAY.
So here’s what I did. 

I spent over 900 hours dissecting, analyzing, and hacking the world’s most successful and profitable Challenge Funnels in a multitude of different niches.

I discovered WHY these funnels worked so well…the patterns, structure, format, psychology, marketing, and execution…

And poured everything I learned into a Proven System -- complete with templates and a simple step by step strategy-

And created a one-of-a-kind training called, “Challenge Funnel Bootcamp.”

Here’s the cool thing:

The Challenge Creation Bootcamp works no matter what your product or service.

I’ll show you exactly how to build and launch your Challenge Funnel in JUST 14 Days.

At the end of two weeks, your Challenge Funnel will be LIVE and up and running!

If you’re starting out this Bootcamp can save you months of trying to figure it out on your own.

If you’re already a seasoned marketer, you’re going to love how to easily add this high-converting funnel to your arsenal.

Your investment to join is just $497.

That’s it!

As you’ll see below, the total value of this exclusive coaching program is $2132.

You get ALL THIS when you join Today:
Join The "Challenge Creation Bootcamp" Today!
FOR ONLY $497
- or 3 EASY Payments of $247 -

Are YOU Ready to Launch
Your New  Challenge Funnel ?

Are YOU Ready to Launch
Your New   Challenge Funnel ?

Get Daily Training, Coaching, and Strategies EVERY DAY for 14 Days!

Why Challenge Funnels Work So Dang Well
(You’re Gonna LOVE This!)
As I mentioned earlier, Challenge Funnels work like gangbusters because the foundation of their strategy is based on proven scientific facts.

There are 3 Core Reasons Challenge Funnels outperform other sales processes when it comes to attracting super qualified leads and generating instant sales.
REASON #1
Challenge Funnels
Deliver RESULTS
Did you know that most entrepreneurs and business owners think AND believe that their customers buy from them because they offer an amazing product or service?

Yes. That means a lot of their marketing and advertising is focused on selling the PRODUCT. 

But the reality is, customers could care less about your product or service, as harsh as that may sound. 

People don’t buy STUFF. They buy the RESULT that your product or service promises to deliver. 

For example, people don’t buy ASPIRIN. They buy the PAIN RELIEF that aspirin provides them. 

Does this make sense?

People take action based on just 2 Things in this world…
1. The Avoidance of Pain
2. The Pursuit of Pleasure
As humans, we are biologically hardwired to respond according to these two laws of nature. 

Think about ANY instance in your life…it can relate to your career, relationship, finances, health, purpose.

No matter what, the basis for anything you do in life is predicated on pursuing pleasure or avoiding pain.

And if you can solve one or both of these EMOTIONAL NEEDS for your customer, you’ve won them for life.

So, when you join the “Challenge Creation Bootcamp” and create your Challenge Funnel, and have an offer that your audience WANTS…

You’ll attract hordes of buyers because you’ll give your customer a RESULT that either alleviates their pain, gives them pleasure, or both.
REASON #2
Challenge Funnels Deliver QUICK WINS
Everybody LOVES to win.

People want to experience SUCCESS. And they want to experience it FAST.

As you already know, there’s nothing like the feeling of WINNING.

You’ve SUCCEEDED IN ACHIEVING YOUR DESIRED RESULT!

And that feels SOOOO good!

People WANT those Quick Wins. And Challenge Funnels give your audience quick wins every step along the way to their ULTIMATE GOAL…

So that they feel and STAY excited, happy, and validated all the way to the end of the Challenge.

It’s like playing a computer game.

Think Candy Crush or League of Legends.

You get excited every time you hear a bell, score points, defeat an opponent, or make it to the next level.

You constantly get REWARDED for your QUICK WINS…and it’s addictive.

That’s why people keep playing. They can’t get enough.

The game FEEDS your biological and neurological need and craving for Quick Wins.

That’s why Video Gaming is a $43 Billion Dollar a year industry.

Challenge Funnels are based on these exact same scientific principles.

REASON #3

People LOVE A Challenge

Let’s face it…people can’t resist a good challenge. Especially when there’s an enticing goal involved.

People who truly WANT to get “from here to there” are willing to challenge themselves to get to their destination. 

Plus, Challenges are a FUN way to achieve your DESIRED RESULT.

And this is key because
  • Your customers get to compete against themselves.
  • Your customers get to prove that they CAN DO IT themselves.
  • Your customers feel Proud that they achieved their goal
  • Your customers get to compete against themselves.
  • Your customers get to prove that they CAN DO IT themselves.
  • Your customers feel Proud that they achieved their goal
When they take a challenge, they WANT to SUCCEED.

They WANT the pot of gold at the end of the rainbow.

They WANT to silently pat themselves on the back and say, “I did it!”

This is why TV shows like “Survivor” and “The Amazing Race” are two of the most popular reality shows ever.

The contestants put themselves through hell for months to achieve a goal.

Why? Because, as humans, we’re WIRED for it.

Each win along the way triggers the release of what’s called “happy brain chemicals.”

They are Dopamine, Serotonin, Oxytocin, and Endorphins.

Everyone has them.

And every day you do things in your life to trigger these mini ‘highs’ because that’s the reward you get each time you achieve a goal or get a quick win.

If you take a step back, look at it this way…

The show Survivor is a “Survival Challenge Funnel.”

The Amazing Race is also a “Racing Challenge Funnel.”

You can see this pattern in ANY reality TV show where there’s a goal involved.  

Do these steps, get this result.
Do these steps, experience these quick wins.
Do these steps, get the big prize.

And just like these wildly successful shows…

YOUR Challenge Funnel triggers the release of the same Happy Brain Chemicals in your audience…

You help them feel GREAT about the Challenge, about themselves, with the quick wins they get along the way, and the results they achieve.
Get Daily Training, Coaching, and Strategies EVERY DAY for 14 Days!
The ONLY Funnel That Does This
Challenge Funnels are unique in that they have these built-in, internal ‘invisible drivers’ that stirs a PRIMAL DESIRE in your prospects…

So that they WANT to EXPERIENCE every step of the Challenge.

It’s why they WANT to jump on board to TAKE THE CHALLENGE and BUY from you.

They can’t wait to come along for the ride.

It’s like they’re standing in line to ride the big Roller Coaster at Disneyland.

They FEEL the anticipation of getting on the ride…

Once they’re strapped in, they can’t wait for it to TAKE OFF…

The coaster BLASTS OFF and they SCREAM with delight…

They anticipate every climb…every drop…every scary turn, every loop-dee-loop (quick wins)…

Until they pull into the station and step off onto the platform…

Laughing, happy, excited…

And THRILLED that they DID IT! 

Mission Accomplished!

And that’s the same experience you provide for YOUR customers when they join YOUR Challenge Funnel.
Get More HIGH-TICKET Sales
Because Challenge Funnels are SO dang effective in getting prospects and leads to take your low priced offer ($37 - $197) on the FRONT END of your funnel…

Challenges make it EASIER for you to sell higher ticket offers on the backend. 

And more of them. 

Here’s why: 

You’ve already ‘primed the pump’ by showing your new customers you can get them what they want.

You’ve made it easy for them to achieve their goal by showing them HOW to get the results they desire. 

And you’ve kept them ON TRACK and ACCOUNTABLE so they achieve their goal in RECORD TIME.

And by doing all this, you’ve earned their trust… the most valuable asset in keeping and growing your customer base.
You instantly establish yourself as The Expert. 
They’ll now follow you anywhere. 

And they’ll buy more of what you have to offer, again and again and again.

Your backend funnels and offers can include…
  • Memberships
  • Software
  • Webinars
  • Training
  • Courses
  • Coaching
  • Consulting
  • Continuity
  • Live Events
  • Master Minds
The sky’s the limit when it comes to adding value and transforming your customer’s lives.  
Here’s How The “Challenge Creation Bootcamp” Works
The goal is to get your Challenge Funnel up and running in record time…

So you can launch and go LIVE and start building your list and generate sales. 

The Challenge Creation Bootcamp works no matter what your product or service.

You get the best of the best of the world’s best Challenge Funnel Secrets.

This system was purposely designed to get your Challenge Funnel COMPLETED and out the door in no time!

But there’s a catch…

You MUST be willing to COMMIT to starting and finishing the bootcamp so you can have a lead and sales generating Challenge Funnel ready to launch in two weeks. 

If you’re SERIOUS about building your list, generating income, being seen as the expert in your niche, and providing massive value to your customers…

Then take advantage of this rare opportunity by making the commitment to yourself and your family to FOCUS and TAKE ACTION!

14 Days is all it takes.

Are you up for the Challenge?
What You Git'
Here’s what you get when you  join the Challenge Creation Bootcamp
  •   14 Days of Challenge Creation Videos  
Every day for 14 days you’ll get access to a video where I personally take you by the hand to complete a specific task that takes you closer to your goal.
You’ll know exactly what to do, including how to:
  • Build and format your funnel
  • Maximize conversions
  • Price your challenge for greatest profit
  • Choose the best challenge for your business
  • Create and structure an irresistible offer
  • Deliver great content to your Challenge participants 
  • Put your Challenge Funnel on Autopilot
  • Establish the perfect time duration (7, 14, 21, 30 days?)
  • Drip content to your participants
  • Keep anticipation high leading up to the challenge
  • Create daily assignments, milestones, and goals for your participants
  • Prime your participants to achieve their goal
  • Promote and launch your Challenge for biggest impact
  • Structure your Ascension Ladder
  • Add on core offers and upsells
  • Increase backend sales
  • Turn on the “recurring revenue” faucet
  • Market to your audience
You’ll know how to choose the right offer for your business, how to find your ideal customers, and how to build out the perfect Challenge Funnel.

You’ll see a RESULT at the end of each video training session when you do the work.

By the end of 14 days, you’ll have a completed funnel outlined, strategized and ready to implement.
  •   Challenge Creation Roadmap
The entire Challenge Funnel process is laid out for you in this robust and detailed roadmap.

Each phase, every step of the way.

It’s your personal blueprint so you know where you are on your journey.

All you have to do is follow along. Super simple.
  •   Build Your Own Challenge Workbook 
This workbook is your companion to the video training, from Day 1 through Day 5. 

It’s your place to check off your wins, see your progress, and keep track of new ideas.

It’s your start to finish journal where you’ll keep everything organized.
  •   Challenge Asset & Content Templates
I’ve taken the guesswork out of the building and creation of your Funnel with my proprietary templates and elements.

 
After going through over 30 multi-million dollar Challenge Funnels across a multitude of niches…

And uncovering the reasons WHY they were so profitable…

These time-tested and proven scripts, templates, and checklists will help ensure quick implementation and success.

Get Daily Training, Coaching, and Strategies EVERY DAY for 14 Days! 

PLUS: You Get These
BONUSES when you join:

PLUS: You Get These
BONUSES when you join:

BONUS #1
Behind The Scenes of Two Comma Club Challenge Funnels
Ever wonder what a massively profitable Challenge Funnel looks like? 

I’m going to pull back the curtain and show you all the pieces of these highly successful funnels and break down HOW they work and WHY they work.
Created by members of Russell Brunson’s prestigious 2 Comma Club… 

(Awarded to funnels that generate $1 Million or more in revenue annually)…

These kick-butt Challenge Funnels are responsible for adding hordes of new buyers and customers to their lists.

You’ll get a deep-dive analysis and breakdown of each of these hand-picked funnels
so you can model them for your own business. 

Why reinvent the wheel when all the heavy lifting and research has been done for you?
BONUS #2
Fill Your Challenge Secrets
BONUS #2
Fill Your Challenge Funnel Secrets
Your Challenge Funnel Gameplan is finally strategized and outlined.

Now it’s time to build it AND drive traffic to get your prospects hooked on taking the Challenge.

In this exclusive bonus training, I’ll reveal how to easily build out your entire challenge and launch it in no time.
Your Personal Coach
and Mentor
The reason most people fall short when it comes to selling, marketing, launching a funnel, or just getting things done…

Is because they don’t have a coach or mentor to show them the way.

Ask any successful entrepreneur or business owner WHY they’re successful and they’ll tell you that they’ve stood on the shoulders of GIANTS…

Coaches and mentors who led the way to the promised land.

And that’s precisely what you’re going to get when you join the “Challenge Funnel Bootcamp.”
Austin Ford
Your Personal Coach
I will personally take you by the hand through all 5 videos to make sure you follow the path, follow the steps, and TAKE ACTION.

As your personal trainer and coach, you’ll get everything you need to take your Challenge Funnel from Zero to DONE and from Done to LAUNCH…
  • Where to start
  • What to do and How to do it
  • Creating the perfect challenge
  • Identifying your ideal customers
  • Strategy
  • Structure
  • Process
  • Format
  • Tech
  • Templates
  • Daily goals
  • Implementation
  • Execution
  • Completion
  • Launching
  • Marketing
No stone is left unturned in this all-inclusive Challenge Creation Bootcamp training.
ALL YOU HAVE TO DO IS SHOW UP
AND PLAY FULL OUT!
ALL YOU HAVE TO DO IS SHOW UP
AND PLAY FULL OUT!
Now, I’ll be honest with you…
THIS BOOTCAMP ISN'T FOR EVERYONE
If you’re not serious about your business or aren’t willing to put in the time and effort to do what it takes to achieve your goals, then please don’t sign up for this challenge.

I’ve done everything I can with this bootcamp to help you succeed.

YOU have to do the work. I can’t make you do it.

If you do what I show you, and keep at, you’ll see results.

But I can’t force you to do a thing. Can’t make you watch a single video, can’t make you show up every day to do the tasks, can’t flip your ‘on’ switch. 

All of that is up to you. And that takes commitment. Not to me but to yourself. 

I’m committed to giving you the BEST of what I have and what I KNOW to help you reach your goal.

The rest is up to you.

If you’re a true entrepreneur who will stop at NOTHING to succeed, then you’re in the right place.

And if you’re ready, then I invite you to JOIN THE CHALLENGE CREATION BOOTCAMP…

And get your business running on steroids!
Get Daily Training, Coaching, and Strategies EVERY DAY for 14 Days!
HACK ME!
The same process I take you through in this bootcamp is the same exact process you’ll take YOUR customers through in your challenge funnel.

Just duplicate what I show you, with slight adjustments for your niche, product, service, and offer.

That’s it. Model what I show you for your business!

So for a paltry $497, you get to ‘hack’ me!

For $497 you get me as your personal coach!

For $497, you get all the templates, strategies, and training to create your first…or next... Challenge Funnel. Not just once, but over and over again for ALL your products and services.

Are you in?

Are you ready to do what it takes to get your Challenge Funnel Outlined and Strategized in just 14 Days?

Just imagine what it will feel like 2 weeks from now when you complete the bootcamp…

Just imagine how you’’ll feel when your Challenge Funnel is up and running generating QUALIFIED leads and hungry BUYERS…

Just imagine all the new customers and sales you’ll have in a couple of months from now…

Just imagine the number of SUCCESS stories you’ll receive from your customers…

And Imagine the VALUE and TRANSFORMATION you’ll deliver to your fans, clients, and customers.

All it takes is saying “Yes” to the Challenge.
Get Daily Training, Coaching, and Strategies EVERY DAY for 14 Days! 

Join The Challenge Creation Bootcamp
100% RISK FREE
I’m so confident that you’re going to LOVE the Challenge Creation Bootcamp that I’m going to put my money where my mouth is.

 
I GUARANTEE that if you stick with me and do all 14 days of training, do what I show you, and implement and complete the daily milestone tasks…

You’ll have a Challenge Funnel ready to launch at the end of the 14 day bootcamp.

If you find that this isn’t the case, that what I promised you isn’t true, I will refund your $497. Every cent. All I ask is that you send me a link to your funnel and a copy of your workbook showing all the milestones you completed.

Easy peasy lemon squeezy.

I’m so confident that you’re going to LOVE the Challenge Creation Bootcamp that I’m going to put my money where my mouth is.

 
I GUARANTEE that if you stick with me and do all 14 days of training, do what I show you, and implement and complete the daily milestone tasks…

You’ll have a Challenge Funnel ready to build and launch at the end of the 14 day bootcamp.

If you find that this isn’t the case, that what I promised you isn’t true, I will refund your $497. Every cent. All I ask is that you send me a link to your funnel and a copy of your workbook showing all the milestones you completed.

Easy peasy lemon squeezy.

The Clock Is Ticking...
The next Bootcamp starts VERY SOON.

If this page is live, that means there are still spots left for the upcoming Challenge Creation Bootcamp.

So make sure to click the RED BUTTON and register now while there’s still a chance to get in.

I haven’t decided yet when the next Bootcamp will be…or if there will even be another bootcamp.

I would love to have you onboard because that would mean you’re excited, enthusiastic, motivated, inspired, and ready to do what it takes to build a  
super-charged, list building sales funnel. 
NOW is the Perfect Time
Life happens. Stuff happens. In fact, it’ll be happening every hour and every day for the rest of your life.

If you want to realize your goals and dreams, then MAKE THE TIME to take the Challenge Creation Bootcamp.

Because the sooner you commit, the sooner you’ll see results.

No excuses.

Look, you may think that now’s not the perfect time.

There’s a ton of reasons to wait. There will always be a reason to put it off.
“I don’t have the time.”

“Work is crazy right now.”

“I need to learn more about funnels first.”

“I have kids.”

“I’m broke.”

“I don’t know when I can fit this into my schedule.”

“I don’t know if I’m cut out to do this.”

“I just bought another program and need to focus on that.”

“What if it doesn’t work?”

“I’m a single parent.”
“I don’t have the time.”
“Work is crazy right now.”
“I need to learn more about funnels first.”
“I have kids.”
“I’m broke.”
“I don’t know when I can fit this into my schedule.”
“I don’t know if I’m cut out to do this.”
“I just bought another program and need to focus on that.”
“What if it doesn’t work?”
“I’m a single parent.”
These are all very real and legitimate reasons not to do the Creation Bootcamp.
I won’t minimize any of them, or judge anyone for expressing them.

Some of the reasons are so stressful you may not even see a way out.

You’re not alone. 

Here’s what I can tell you with 100% certainty…

I can name countless men and women who could have honestly and legitimately used one or more of these reasons not to take action…

But who instead DECIDED, “Screw it. I’ll do whatever I have to do to make it happen, come hell or high water!”

Think about this: 

Let’s say you decide to wait, for whatever reason. 

Next thing you know, a week has gone by. Then a month. Then six months. Then a year. 

How will you feel looking back a month, six months, or a year from now without having done anything?...

Knowing that your Challenge Funnel could’ve been up and running on autopilot, building your list and generating income? 

Do you want to find yourself in that place? 

It’s like the great hockey legend and Hall of Famer Wayne Gretzke once said…

“You miss 100% of the shots you don’t take.” 
Here's Your Next Step...
To get started, simply fill in the form below to create your account and then click the button that says, NEXT STEP.

 
I can’t wait to guide you on your journey in building the perfect Challenge Funnel for your customers, fans, and community.
Austin Ford
PS: If you skipped most of this letter and jumped right here to the end, here’s what you get when you join the “Challenge Creation Bootcamp:” 

You get 14 days of personalized video coaching by me, Austin Ford. The training is designed to get your Challenge Funnel outlined and strategized so you can be up and running and launched in no time. No messing around.

You get the strategies, templates, roadmap, and workbook, and bonuses so you can build your very own customized Challenge Funnel…no matter what your product, service, niche, or industry. You get it all for just $497. 

If you’re not happy or satisfied, I’ll refund your $497. All I ask is that you email me a link to your funnel and your progress workbook. 

Fair enough? Let’s get STARTED!
So...
Are YOU In?
Join The "Challenge Creation Bootcamp" Today!
FOR ONLY $497
- or 3 EASY Payments of $247 -
STEP 1: CONTACT INFORMATION
Full Name:
Email Address:
Phone Number:
By clicking "NEXT STEP", I agree to the Terms and Conditions and Privacy Policy, agree to receive emails and texts about deals at the number & email provided & understand this consent is not required to purchase.
STEP 2: BILLING INFORMATION
Credit Card Number:
CVC Code:
Expiry Month:
Expiry Year:
STEP 3: ALSO WANT MY UNFAIR ADVANTAGE BONUSES?

One Time Fee of $47: This entire bootcamp typically gets rolled out over 14 days like a typical evergreen challenge. However you can unlock it all now and get a "Fast Pass" to binge on all the materials now. Don't waste any time!

LIMITED OFFER - ONLY $747 (Usually $3k): Personally sit down with Austin to map out your entire challenge funnel strategy. This is a 3 hour call that will dramatically reduce time spent trying to figure it all out yourself. Includes Step-By-Step Implementation Cards, a 40+ Page Report Detailing Every Step, And Video Recording of entire call.

Item
amount
Dynamically Updated
$XX.00

The Proof Is Life Altering

"I THOUGHT MY MARKET WAS SATURATED. AUSTIN'S STRATEGY HELPED US GET TO A 7-FIGURE BUSINESS."

"Your program was easy to follow step-by-step!"

"I am 100% confident we will earn at least 10X than If I tried to figure this all out myself. Absolutely Worth The Value!"

"He Brought Clarity To My Chaos And Catapult My Business To The Next Level. (Over 800 Sign Ups After Launch)"

"I launched my challenge for $97 and had way more people than I anticipated move up to my $25,000 coaching program!"

"Hey Russel, You See the Challenge King Over There... If you need help Challenges Austin Your Guy!"

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INCOME DISCLAIMER : This website and the items it distributes contain business strategies, marketing methods and other business advice that, regardless of my own results and experience, may not produce the same results (or any results) for you. challengecreationbootcamp.com makes absolutely no guarantee, expressed or implied, that by following the advice or content available from this web site you will make any money or improve current profits, as there are several factors and variables that come into play regarding any given business. Primarily, results will depend on the nature of the product or business model, the conditions of the marketplace, the experience of the individual, and situations and elements that are beyond your control. As with any business endeavour, you assume all risk related to investment and money based on your own discretion and at your own potential expense. 
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