For agency & services founders

The way services actually sell: trust, in front of the 1,000 people who could write you a $25k check.

Built for productized services and agencies — $10k–$250k engagements, where the buyer hires the human before the playbook.

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What we grade you on

Discovery calls per week — attributed to content, referrals, or targeted outbound. Paid clicks don't count.

What this fixes

Three problems you actually have — not three a generic playbook assumes.

Inbound is referral-only and the referrals dried up

Two months without a discovery call. The plan stands up a founder-content cadence that compounds — so referrals become a multiplier, not a single point of failure.

The offer is fuzzy and discovery calls are exploratory

Scope, price, and outcome must be one sentence. We productize before any outbound or content goes out.

You're 'on LinkedIn' but it doesn't drive calls

Specifics > opinions. Numbers + named frameworks > hot takes. We rebuild the cadence around the posts that actually book the call.

Your 90 days

The Services / agency shape

Three phases. Each one assumes the previous one worked. No "test five channels in week two" generic scaffolding.

Productize the offer

Weeks 1–4

Scope, price, outcome must be one sentence before any outbound or content.

Outbound + founder content

Weeks 5–8

Targeted outbound to ICP + founder POV content where the buyer hangs out.

Referrals & case studies

Weeks 9–12

Anchor case studies, referral program, repeatable delivery.

Channels we lean on

What actually works here.

Founder LinkedIn (daily for first 90 days)
Specific, with numbers from real engagements. Anonymized OK.
Operator-only Slacks (Superpath, MeasureSlack, Pavilion)
Be the person who gets named when a CMO asks for a vendor.
Podcast tour — 8 niche shows over 8 weeks
One specific angle per show. Compounds for 2+ years.
Co-published teardowns with one peer
Cross-promote on launch day, both audiences win.
Targeted outbound to past-win lookalikes
1 send + 1 polite follow-up. Hand-written, not sequenced.

We won't do

Things we cut on day one.

✕No paid display or programmatic — buyers don't hire agencies off banners
✕No SDR outbound — your buyer needs the founder on the call
✕No DTC creative-testing rhythm
✕Paid display, programmatic, or Meta ads as a primary lead source
✕SDR/BDR hiring before founder content compounds
✕Cold email at volume — services buyers price humans, not throughput

Week 1, sample

Four priorities, in order.

This is the actual shape of your first week — not a feature tour.

1
Write the productized offer page — one sentence each on scope, price, outcome
Every other tactic bounces off a fuzzy offer page.
2
Ship one LinkedIn post with three numbers from a real engagement
Specifics convert. 'Thought leadership' without numbers doesn't book calls.
3
DM 5 past clients asking for one warm intro each
Highest-converting lead source you have. Don't wait — ask explicitly.
4
Map the 8 podcasts your buyer listens to + pitch the first one
8-week tour compounds for 2+ years and replaces a $10k content budget.

Be honest with yourself

Instead of: PLG SaaS plans, DTC creative loops, or marketplace liquidity plays.

If that's actually your motion — pick the right vertical below. Generic plans cost more than wrong ones.

B2B SaaS →DTC ecommerce →Marketplaces →Creators & personal media →

Build the Agencies & services plan in two minutes.

Eight questions. Branched for Services / agency. No credit card.

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