Lifestyle driven growth
A Passionate Entrepreneur Overworked and Undervalued
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Louise had been running her creative agency for over a decade, specialising in film and TV production. Despite her deep passion for the industry, her business wasn’t giving her the freedom she craved. She was involved in every aspect of the company, from client management to project execution. Her pricing structure was outdated, and she often gave away services for free, undervaluing her years of experience. Marketing was almost non-existent, and her brand lacked the consistency to stand out in a crowded market.
Applying the Pentagon of Profit™
Rather than selling her business, Louise wanted to transform it into a lifestyle business that would provide her with financial and time freedom. We set key goals for her:
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Increase monthly income to £8,000 while reducing her personal involvement.
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Build a team capable of running the business day-to-day.
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Develop a consistent brand and marketing strategy to attract higher-paying clients.
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Revamp her pricing structure to reflect the true value of her services.
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1. YOU: Defining Louise’s Destination
Louise wasn’t aiming for an exit but rather financial independence and the flexibility to pursue personal projects. Her vision was to draw a steady income while dedicating her time to creating a foundation that would support young creatives entering the film and TV industry. This clear destination helped guide every strategic decision we made for her business.
2. TEAM: Delegating and Letting Go
One of Louise’s biggest challenges was letting go of control. She was overburdened and unable to focus on higher-level strategy. We helped her build a reliable team, starting with a right-hand project manager to take over operations. Over time, Louise learned to trust her team to handle day-to-day tasks, freeing her up to focus on strategic growth.
3. SYSTEMS: Automating and Optimising for Efficiency
Louise’s business lacked the systems needed for growth. We introduced several operational improvements:
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Automation tools for client management, freeing up her time and ensuring smoother client interactions.
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Project management software to track progress, budgets, and timelines more effectively.
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Financial reporting systems that gave her a clearer picture of where the business was heading.
These systems allowed Louise to step back from the minutiae of the business and focus on higher-impact activities.
4. FINANCIALS: Repricing for Profitability
Louise’s outdated pricing structure was hurting her business. She often gave away work for free, undercharging for her expertise. We used Propel’s Pricing Optimiser to:
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Raise her rates by 10% across the board.
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Introduce a tiered service structure, offering premium packages that better reflected the value she brought to clients.
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Stop offering free services, ensuring every bit of work added to the business’s profitability.
We also implemented Profit First, ensuring Louise’s business was structured to generate consistent profit while covering operational expenses. This gave her the financial stability to take a step back from day-to-day operations.
5. GROWTH: Building a Stronger Outreach Strategy
Louise’s branding was inconsistent, which hurt her ability to attract higher-paying clients. We rebranded her business to reflect her values and unique offering in the creative field, with a focus on:
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A refreshed visual identity and brand story that aligned with her target market.
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A clear, cost-effective marketing strategy that included social media presence, content marketing, and a referral programme.
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A consistent lead generation system, driving high-quality leads through targeted campaigns and repeat clients.
These changes positioned her business as a premium creative agency, attracting larger projects and higher-value clients.
Final results
£8,000 Monthly Income and a Life of Freedom
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Thanks to the Pentagon of Profit™ framework, Louise successfully transformed her business into a lifestyle business. She now draws £8,000 per month while spending minimal time on daily operations. With her newfound time freedom, Louise has launched a creative foundation that helps young people break into the film and TV industry. Her business continues to thrive under the direction of her team, giving her both the financial stability and the lifestyle flexibility she always dreamed of.
Propel books
Unlock the secrets of business success
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The Pentagon of Profit book offers an in-depth guide to Propel’s proven business growth framework. Through clear strategies and actionable insights, this book equips entrepreneurs and leaders with the tools to create lasting success and financial freedom.
Case studies
Mark’s £10 Million Exit Journey
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Mark was a seasoned entrepreneur in the luxury property market. While his company had built a solid reputation and a loyal client base, it lacked the scalability and systems necessary to achieve his ultimate goal; a £10 million exit. He found himself too involved in the daily running of the business, unable to step back and focus on growth. The financial management of the company was also inefficient, with little focus on profit planning, and his brand, while established, wasn’t fully maximised to attract new, high-value clients.
