The Solo Business Owner’s Guide to Growth, Pricing, and Pipeline (Plus the Clay Webinar Recording)

Sooo, I totally forgot I had to write the newsletter today!

Normally, I follow the common problem, simple solution structure in these newsletters.

But today, I’m doing something a little different.

Every month, I run an office hours session with new agency owners, where we discuss what’s working, what’s not, and where they’re getting stuck.

The same themes come up time and time again - managing clients, pricing services, keeping a steady pipeline, and knowing when to delegate.

Even though these conversations are with agency owners, the lessons are just as relevant for solo business owners and consultants.

So, today’s edition is based on those discussions and I’ve adjusted them to be of value to you.

Managing Client Work and Growth

Start by onboarding clients at different times to manage workload
Taking on multiple clients at once can lead to overwhelm. Stagger onboarding to give each client the attention they need while keeping your schedule manageable.

Underpromise and overdeliver to manage client expectations
Set clear expectations upfront and build in buffer time for deliverables. Overdelivering occasionally creates a great client experience, but doing it consistently can lead to scope creep.

Automate repetitive tasks, but be cautious of premature automation
Automation can save time, but do not automate processes that are not fully refined. For example, manually running outreach for a few weeks helps you identify what works before setting up automated follow-ups.

Focus on high-impact, low-time automation opportunities
Prioritise simple automations that save the most time, such as using templates for proposals, automating client onboarding emails, or using a scheduling tool to avoid back-and-forth emails.

Prioritise pipeline generation over excessive capacity optimisation
Do not obsess over perfecting your systems before securing clients. A predictable pipeline matters more than having every process documented, clients come first, efficiency comes later.

Pricing and Structuring Your Offers

Know your numbers: Factor in time, expenses, and desired profit margin
Understand how much time you spend on each client and what profit margin you need. Charge based on value, not just time, as clients pay for outcomes, not hours.

Consider offering tiered services: DIY, done-with-you, and done-for-you
If you are maxed out on capacity, a tiered approach allows you to serve more clients without increasing your hours. A DIY guide, group coaching, or advisory calls can supplement high-touch consulting.

Be mindful of the gap between low-ticket and high-ticket offers
If you have a low-cost offer, such as a workshop, and a high-ticket service, consider an in-between option. A mid-tier product, like a strategy session or short-term consulting package, can bridge the gap.

For consulting, consider paid discovery or audit services to qualify leads
Instead of jumping into long-term engagements, offer a paid audit or strategic review. This filters out uncommitted leads while getting you paid for your expertise upfront.

Client Acquisition and Positioning