What does it mean to achieve the 10/10/10 goal?

Why $10,000/month of profit?

With an unlimited budget and a relatively safe passive investment, anyone can achieve $10,000 of profit per month easily (just invest $2M on the S&P 500 index and boom, you're done).

But the total profit of your Amazon FBA private label company (or any company) depends on your turnover (defined by the size of the market you are playing in and your market share), and your profit margin percentage. These are obvious facts.

The Endgame XP's book and Academy mission is considering by default that your initial capital for these next 10 months is capped at $10,000 maximum. This should be your maximum budget to launch a private label business on a big enough niche, capable of generating $10,000 in profit using the proper tools. You might do better, but to be fully transparent, don’t expect to earn more than $15,000 in profit after 10 months with an initial $10,000 budget. In my experience, $10,000 in profit after 10 months is a realistic outcome for a $10,000 starting capital.

Why 10 hours of work per week?

After so many years (since 2019) of experience in e-commerce entrepreneurship, I can guarantee that 10 hours per week is enough to run and grow a 7-figures Amazon FBA private label business if you know how to organize your time and use the right tools. The Endgame XP book and Academy help you cut down on the most time-consuming tasks of this model from prototyping, to launches, to PPC maintenance, to scale, etc.

Here’s the truth: every 7- or 8-figures seller I’ve met who runs a private label business agrees that you can operate solo all the way up to multi-7-figures revenue. If your average product sells for $30 and does $20K per month in revenue, you definitely can handle a catalog of 10 to 20 products before needing full-time employees.

So yes, 10 hours per week is enough for a one-person army to hit $10,000 per month in profit.

Why 10 months?

The plan to achieve the 10-month goal is split into two product launches and scale phases, each taking around 4 months. Adding to that two 1-month periods to build up your cashflow. The objective isn’t to get lucky once, but to build a business model that works and prove it by deploying it successfully a second time. After all, a cheat code isn’t a real cheat code if it only works once.

That’s why the Endgame XP book and Academy won’t just give you the secrets; they also show you that they work repeatedly. So why two 4-month periods? Based on my own experience, you can’t go faster than 4 months to properly validate a product from scratch at scale safely and reliably, especially if you're in your early Amazon years, working with a $10,000 capital limit, and launching a new brand.