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Agency Business Checkup

Start with a fresh perspective.

There is no reason to take on all of the risk and stress of running your own agency business if you aren’t getting what you want from it.

Working with Chip Griffin on the ABC process will help you to better understand where you stand today and how to get where you want to be tomorrow.

What IT does

The Agency Business Checkup (ABC) process helps you identify immediate challenges and opportunities to get you started on the path to meaningful change.

Together, we will use the AIM-GET Framework to take a high-level look at where your agency stands today and what you should be working on right now.

The AIM-GET Planning Modules

During a complete ABC process, we work through each of the six modules.

Ambition

  • Agency performance review
  • Owner goals
  • Agency goals
  • Owner role
  • Exit planning

Identity

  • Branding
  • Positioning
  • Service offerings
  • Ideal client definition
  • Engagement types
  • Collateral review
  • Website review

Management

  • Overall SWOT analysis
  • Financial reporting & controls
  • Contracts review
  • Risk assessment
  • Cash flow planning
  • Ownership structure

Growth

  • Pipeline review
  • Target lists
  • Marketing plan
  • Outreach plan
  • Pitch/proposal review
  • Business development resources

Execution

  • Client review
  • Project profitability
  • Time tracking
  • Standard operating procedures
  • Client documentation
  • Project management and reporting

Talent

  • Organizational structure
  • Team review
  • Performance management
  • Compensation strategy
  • Resource planning
  • Recruiting

Who it is for

PR & marketing agency owners who choose to pursue an ABC engagement usually have one or more of the following challenges:

  • A desire to increase revenue growth
  • A need to improve profitability
  • A challenge in recruiting and retaining top talent
  • A question about benchmarking the overall performance of the agency
  • A concern about their own workload and/or compensation
  • An interest in selling the business at some point

The ABC process works best for public relations and marketing agencies with at least $500,000 in annual revenue and 3 to 30 team members.

What you get

You will gain more clarity about your vision for the agency and how to achieve the results you want.

You will get hours of feedback and ideas from Chip Griffin based on his experience from three decades in the agency world. 

There will be a combination of quick wins and long-term strategies that you can apply to your business to make a real difference.

Your questions will be answered, your assumptions will be challenged, and you will walk away with more knowledge to grow your agency to recoup your investment many times over.

How it works

It starts with a detailed questionnaire to provide a background for our conversations and to start to uncover the key issues we need to explore.

A kick-off call sets the stage for the rest of the engagement and refines the agenda to meet the needs that we identify together. 

Next, we hold a series of remote work sessions to discuss your business in-depth and review the fundamentals. At each step along the way, we will identify items for follow-up and offer practical advice and solutions that you can begin to implement immediately.

At the conclusion of the work sessions, we will schedule a follow-up session to review progress and offer additional feedback as needed.

Timeline & COST

The amount of time it takes to complete the ABC process depends largely on your own schedule and the ability to do the required homework for each session. It can be completed in as little as 3-4 weeks, but typically takes 60-90 days.

Within 30 days of the conclusion of the final work session, we will have a concluding call to review any follow-up questions that you may have.

The ABC process costs $4500.

Choose the solution that's right for you.
Find Your AIM
Positioning & Pricing

In this subset of the full ABC process, we focus on refining your positioning, define your ideal client profile, and establish pricing that is both competitive and profitable.

  • Existing client profitability
  • Service offerings evaluation
  • Agency positioning statement
  • Target client definition
  • Profit-tracking approach
  • Pricing model review

Cost: $4,500

AIM to Grow
Positioning & Pricing + Growth Plan

In this subset of the full ABC process, we work together to better define your positioning and pricing and then create a business development plan that enables you to achieve your goals.

  • Everything in Find Your AIM
  • Business development review
  • Target accounts list
  • Client acquisition process
  • Webiste & collateral review
  • Marketing approaches

Cost: $7,500

Agency Business Checkup
Top-to-bottom review

The full ABC process takes a deep dive into every aspect of your business, including overall strategy, positioning, pricing, processes, and talent recruitment and management.

  • Everything in AIM to Grow
  • Owner role review
  • Business & management structure
  • Financial reporting
  • Talent acquisition & retention
  • Succession & exit plans

Cost: $12,500

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