ARE YOU READY TO START YOUR OWN INDIE AGENCY?

Wondering what it takes to build and run your own independent agency?
The Indie Agency Owner's Manual takes you through a step-by-step process of designing and launching your own Indie Agency from a founder of two successful agencies. 


WATCH THE FIRST EPISODE FOR FREE BELOW

 

IN JUST 4 HOURS...

DISCOVER HOW TO TURN YOUR AGENCY OR MARKETING EXPERIENCE INTO A
PROFITABLE INDIE AGENCY.

8 episodes of real-life lessons, advice, guidance and frameworks that will help turn your dream of starting an independent agency into a reality.

Sign up for the course today and SAVE 20%

Discount applies to the full course fee and 1:1 sessions.

Offer ends July 31, 2026
INTRODUCING

The Indie Agency Owner's Manual

This online course is for experienced agency and marketing professionals who are ready to take the leap into agency ownership. 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 the full course breakdown below.

EPISODE ONE (launching soon)

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 opportunity right now... and more

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

EPISODE TWO (launching soon)

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 (launching soon)

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 (launching soon)

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 (launching soon)

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 check list...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 (launching soon)

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 (launching soon)

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.

GET INSTANT ACCESS TO

THE INDIE AGENCY
OWNER'S MANUAL

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

EARLY BIRD OFFER

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OFF FULL COURSE FEE

  • Save 20% off the full course fee
  • Save 20% off Indie Agency Launch Pad (1:1 sessions)
  • Free access to the Community
  • A 1:1 coaching session
  • Offer ends July 31, 2026

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  • All 7 locked episodes available immediately
  • Download course material
  • Indie Agency Owner's Club access
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If you aren’t completely satisfied with the Indie Agency Owner's Manual, let us know within the first 7-days for a full refund. No questions asked.

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Jump the queue and start the course July 1, 2026.

Early Bird offer expires July 31, 2026