Build #73 - Build your agency like you're preparing to sell - even if you're not

Most agency founders aren’t actively preparing for an exit. But the ones who do, or at least run their agency as if they are, often build stronger, more profitable businesses.

This isn’t about rushing to sell. It’s about creating an agency that gives you options. One that’s scalable, resilient, and enjoyable to run - with or without a future sale in mind.

So, what does an exit-ready agency look like?

Profitability first

Even if you never plan to sell, improving profitability makes your agency more stable and more rewarding to run. Buyers look at EBITDA - but every agency, no matter the size, should be working to improve margins.

That doesn’t mean a drastic overhaul. Often, it’s about a series of small changes:

• Rate cards that reflect the value you deliver
• Accurate proposals that avoid under-pricing
• Projects delivered on time and on budget
• Strong utilisation across the team
• Streamlined delivery processes
• Regular tracking of key metrics

A profitable agency isn’t just more valuable - it’s also easier to run and less dependent on constant firefighting.

Sales that don’t depend on the founder

If all your new business comes from the founder, you’ve got a single point of failure. For buyers, that’s a risk. For you, it’s exhausting.

An agency that’s built to scale has a consistent, repeatable approach to generating leads - one that doesn’t rely on you being in every room or writing every pitch deck. That includes:

• Clear, distinctive positioning
• A structured lead generation process
• A documented sales and marketing strategy

When new business isn’t bottlenecked around you, the whole agency becomes more sustainable.

Avoiding over-reliance on a single client

No single client should represent more than 20-25% of your revenue. It’s not just about risk - it’s about resilience.

Client concentration lowers agency value and makes you more vulnerable to sudden changes. A healthy client mix also makes it easier to make decisions that serve your agency’s future, not just your current revenue targets.

Retainers help here - they provide predictable income and reduce the pressure to constantly hunt for new work.

Financial clarity and control

Strong financial management is essential - not just for a potential sale, but for day-to-day decisions.

That means more than just tracking revenue. You need visibility over:

• Profit margins by project and service
• Forecasts to support hiring and investment
• Patterns that highlight where money’s being lost

Larger agencies may have a full-time FD. But smaller ones can benefit hugely from fractional financial support - bringing rigour to reporting without the full-time cost.

A strong leadership team

Buyers don’t just look at the numbers - they look at the people. If the founder is doing everything, the business is hard to scale and even harder to sell.

You don’t need a full senior leadership team, but you do need people who can take ownership of key functions - from client relationships to delivery to operations.

This isn’t just about value at exit. It’s about giving you the space to focus on strategy, vision, or even take a break - knowing the business can still run without you.

Scalable systems and processes

Processes aren’t about red tape - they’re about freedom. When things are consistent and repeatable, you can grow without chaos.

The most scalable agencies have documented systems for how they scope, deliver, and review work. These don’t need to be perfect - they just need to be clear, followed, and regularly improved.

Strong processes reduce reliance on key individuals, improve quality, and make onboarding new hires much faster.

Clear and accessible documentation

If you ever do choose to sell, your documentation will be under the microscope. But even before that, having the right information easily available reduces risk and boosts confidence.

At a minimum, your agency should have:

• Client contracts
• Supplier agreements
• Employee policies and contracts
• Intellectual property clauses

A well-organised file structure makes this painless - and protects the business day to day.

Creating a business that gives you freedom

Preparing for exit doesn’t mean you’re planning to leave. It means you’re building an agency that runs smoothly, grows consistently, and gives you more control over how you spend your time.

That might mean:

• Stepping back from operations
• Spending more time on business development or creative work
• Exploring a new venture
• Or yes - eventually selling

But the point is: the choice is yours.

An exit-ready agency is one that works for you - not the other way around. So even if a sale is never on the table, you’ll have built something that gives you space, stability and satisfaction.

And that’s success in its own right.