Transforming Your Agency's Revenue Model from Per Project to Predictable Profit

Build a sustainable agency with strategic upsells

As an agency owner the one thing that kept me up at night was the rollercoaster ride of project-based income.

I imagine you can identify with that, if you’re an agency owner.

You know the drill: one month you're drowning in work, the next you're wondering how to keep the lights on.

It's exhausting, right?

But, what if I told you there's a way out?

A method to transform your agency from a feast-or-famine business into a predictable revenue-generating machine.

Sounds too good to be true? Well, stick with me, because I'm about to break down a strategy that's been a game-changer for many agencies.

The Secret Sauce: Upsell with Defined End Program

Here's the deal: instead of selling open-ended services or one-off projects, we're going to package your expertise into a high-value, time-bound program.

Think of it as the "90-Day Website Traffic Accelerator" or the "60-Day Conversion Rate Booster" - something with a clear beginning, middle, and end that promises a specific, valuable outcome for your clients.

Why This Works:

1. You're selling results, not time. Clients love to buy results, not give you blank checks.

2. Higher perceived value (results in a defined time) = higher prices.

3. Easier to sell than vague, ongoing services.

4. Perfect setup for recurring revenue down the line.

Let's break it down with a real-world example:

A Case Study: Web Design Agency Transformation

Before: Struggling with $5,000-$10,000 one-off website projects.

After: Introduced a "90-Day Website Launchpad" program for $15,000.

Here's what they included:

• Custom website design and development

• SEO optimization

• Content strategy

• 30 days of post-launch optimization

The kicker? After the program, they offered a $1,500/month "Website Growth" package.

Results (hold onto your hats):

• 50% increase in average project value

• 80% of program clients converted to the monthly package

• 125% increase in monthly recurring revenue within 6 months

Not too shabby, right?

Now, I know what you're thinking: "Sounds great, Nate, but how do I actually do this?"

Glad you asked. Here's your step-by-step game plan:

1. Identify Your Superpower: What's the most valuable outcome you can deliver for clients? That's your program foundation.

2. Structure Your Program: Break it down into clear stages. 30, 60, or 90 days work well, depending on your service.

3. Price It Right: Do your market research and price at a premium. Remember, you're selling outcomes, not hours.

4. Craft Your Pitch: Develop materials that clearly show the value and outcomes. Case studies and testimonials are gold here if you have them.

5. Plan Your “Downsell”: Document how you'll transition and sell clients from the program to ongoing services. Make it a no-brainer for them to continue by pricing the monthly cost less than the cost of the up-front program. Even better if you can add more service and support to the monthly plan.

Now, here's where the rubber meets the road. You've got to reach out to potential clients about this new offering.

But don't worry, I've got you covered. Here's an email template to get you started:

Value-Focused Email Template for Offering New Program

Subject: Idea for [Client Name]

Hi [Client First Name],

Your [specific recent achievement, e.g. "latest product launch"] was fantastic. Congratulations! [Get specific about what exactly you liked about it if you can, but don’t ramble on.]

I just created [Program Name] - a new 90-day program to [specific outcome for them].

[Other company] just [specific result attained] last month using this process. [if result is available]

Interested?

[Your Name]

P.S. I’m limiting participants to ensure personalized attention.

Look, I get it. Changing your business model is scary.

But here's the thing: staying stuck in the project-to-project grind is even scarier. You didn't become an entrepreneur to live with constant financial anxiety, did you?

So here's what I want you to do right now:

1. Take a hard look at your expertise. What's the one thing you do that consistently knocks clients' socks off?

2. Sketch out a rough outline for your defined end program. Don't overthink it - just get something on paper.

3. Pick one client or prospect and send them a version of that email template. Seriously, do it today.

Remember, the journey of a thousand miles begins with a single step. Or in this case, a single email.

You've got this.

And hey, if you want to dive deeper into strategies like this for growing your agency with recurring revenue, or getting your SaaS business unstuck, grab some time and let’s chat.