Agencies and professional services
Northlane Studio
Performance marketing agency. 9 people.
$487,300
annual revenue
34
decisions
3
directors
4
years
9
team
The founder still closes every sale.
The debate they have open today.
What it is like
- Revenue6
- $487,300 a year, and 71% of it comes from three clients.
- Maturity7
- Four years in, with written processes and a team that stays.
- Complexity5
- One line of business, sold as a monthly retainer.
- Pace8
- They move fast, and sometimes faster than they should.
- Risk6
- Too few clients carrying too much, on margins that keep thinning.
- Upside5
- Growth is a straight line: more revenue needs more people.
Its board
- Marcus ReidSales director · Level 15
- Elena VossOperations director · Level 16
- Tomás LeivaPeople director · Level 13
Its rooms
Boardroom · Sales · Operations
3 decisions. 31 more inside.
These are only 3 of the 34 documented decisions of Northlane Studio.
Raising prices 22% and accepting the loss of two clients
Margins were tightening and 71% of revenue came from three clients. They raised rates knowing some would not follow. Two left.
Dropping hourly billing for a monthly retainer
Billing by the hour, a good month was $9,000 and a bad one $3,200, and nobody could plan anything. With a retainer they bill less in the good months in exchange for knowing what comes in.
Specializing in paid acquisition only
They did everything because everything got asked for. They picked one thing and stopped taking branding, design and event work, which was 30% of what came through the door.
34 documented decisions
3 visible · 31 inside the .ziri
With their reasons, their dates, the rooms where they were decided and the links to every person who took part.