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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! 

You've got this!

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
Watch first lesson FREE
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.

SIGN UP NOW TO GET INSTANT ACCESS TO

THE INDIE AGENCY
OWNER'S MANUAL

This comprehensive course will help you build a small independent agency that works.

PAY IN FULL

$889

Instalment options available. Prices in USD.

  • All 7 locked episodes available immediately
  • Download course material
  • Indie Agency Owner's Club access
  • Indie Agency Launch Pad and additional 1:1 sessions (paid)
JOIN NOW

Have you been laid-off or facing financial hardship?

I'm happy to reduce course fees for anyone who has been impacted by redundancy or sudden loss of employment in the industry. Reach out and let me know your situation and what you can afford.
All requests considered respectfully and confidentially.
email me here

Looking for more personalised coaching?

Indie Agency Owner's Toolkit

The ultimate bundle package including the Indie Agency Owner's Manual masterclass series, the Indie Agency Launch Pad (3x60min 1:1 video calls) and access to the Indie Agency Owner's Club. The Toolkit is your comprehensive support network for starting your own agency packed with lessons and coaching sessions. Let's get it going!

$1,899.00 USD

Launch Pad: 3 x 60min 1:1 Sessions

You've completed the online course and you're ready to build an Indie agency. What's next I hear you ask? If you need someone to keep you accountable and on track with designing your agency model then these one-on-one workshops are for you. The bundle of 3 video calls saves you money and gets you closer to launch. Schedule them as you need! 

$1,099.00 USD

Launch Pad Single 1:1 Session

One-on-one sessions are a great way to get extra support while you're working through your agency design and build, especially given this stage of setting up an agency can be a stressful and frustrating process. These sessions allow us to work through any challenges or issues that are getting in your way. I'll send a short questionnaire before the call so we can make the most of our time. 

$400.00 USD