The Indie Agency Owner's Manual : Course Outline

INTRODUCING

The Indie Agency Owner's Manual

8 part masterclass

This online course is for experienced agency and marketing professionals who are ready to take the leap into building and running their own business. You know you want to!

I've Got Your Back

My name is Paul Chappell. I've been running my own successful indie agency for 10 years and was co-founder of The Story Lab (Dentsu) prior to that.

With this course, I'll take you through all the critical steps of designing and running your own small agency. You’ll learn how to:

Choose your agency partner(s)
Design your agency model
Run an agency that doesn't have to scale to be successful
Manage money and clients
Plan for the long game/end game

See course outline below

EPISODE ONE

SHOULD I EVEN
DO THIS?

Are you wanting to leave an agency or start one? This episode explores the motivations behind starting an agency and the costs you need to consider. This episode includes:

Why people leave agencies
When NOT to start an agency
The costs of setting up and running an agency... and more

After this module, you’ll be able to answer whether you're ready to start building an agency.

EPISODE TWO

TO GROW OR NOT
TO GROW?

There's an expectation that all agencies must scale to be successful. In this episode I explain why that's a myth and how you can stay small and be profitable and sustainable. We cover:

The myth of 'growth at all costs'
Why control is key
The 4 Cs of good agency design
What is your agency's "plus"... and more.

After this episode, you’ll understand why big isn't always better for agencies.

EPISODE THREE

HOWDY PARTNER!

Choosing the partners you build an agency with is one of the first and most critical decisions you'll make.
In this episode we explore:

How to choose your partners wisely
The importance of alignment
The role of responsibilities
Partner agreements... and more

After this episode, you’ll be confident in setting up partnerships that work for you and the success of your business.

EPISODE FOUR

GETTING DOWN TO BUSINESS

By now, you're ready to start understanding the anatomy of your agency, how it is structured and how to manage financials.
This episode covers:

Designing your agency structure
The AI advantage for Indie agencies
Money management
Tax, insurance... and more

Your agency is now starting to take shape. You'll have plenty to work on from this point.

EPISODE FIVE

CLIENTS & THE ART OF CONTROL

Starting an agency without foundation clients is like starting a road trip without fuel. This episode is all about establishing solid client relationships, from foundation clients to key clients.
This episode covers:

Foundation lessons
Building key clients
The Client Control test
Getting your shit together...and more

Once you know how to avoid letting your clients control your agency structure and operations you can get on with building a great agency.

EPISODE SIX

THE END GAME

Most agency founders are focused on how to kick-start an agency. But understanding what you want the end game to be is just as important. This episode covers:

Growth is a two-sided coin
Lifestyle vs Scale agency
Starting at the end
Are you ready to roll?

By the end of this episode you'll be ready to put all your prep into actually building your Indie agency.

EPISODE SEVEN

AI & THE INDIE AGENCY

AI has fundamentally changed advertising and marketing and it's critical that small, independent agencies understand the context and the opportunity AI offers. This episode looks at:

AI's 'Axis of Evil'
AI and the Indie business model
Turning chaos into commerce
Where to from here? ...and more

Before you build your agency, you need to understand the world in which you're building it. Set your agency up for success by understanding how to leverage the opportunities AI offers.

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