Building a $1.7M/yr tech-enabled consultancy by productizing a repeatable 2-week service

Anthony Pierri found an underserved niche at his previous job and built a tech-enabled positioning consultancy to fill it. Now, FletchPMM is bringing in nearly $2M/yr.

Here's Anthony on how he did it. 👇

A love of growth

I had a long career bouncing around from field to field before eventually entering tech.

I've always been a bad employee. And I've always loved growing things. I spent many years working in churches, and loved helping them grow with new attendees. I've also always had musical projects on the side, and loved growing the audience and Spotify listenership.

I now run a positioning consultancy called FletchPMM that has helped 500+ B2B software companies find their positioning strategy, document it in an internal deck, and share it on a rewritten homepage.

Software companies struggle because they lack focus on a target market. They try to target too many groups at once, which dilutes their message and creates an undifferentiated product.

The same applies to a church or a band, by the way. In fact, with my current band, we apply the same positioning strategies we recommend to B2B software startups — with decent success! Our band has roughly 130k monthly listeners, and many songs have between 1-5M streams.

So, FletchPMM allows me to do what excites me: growth. Last year, we did $1.7M in revenue. This year, we are projecting to pass $2M. We have four full-time employees and several contractors.

Getting started

My cofounder and I met while working at an agency providing design, product management, and software development services. The company worked with businesses of all sizes, offering fully customized statements of work. This broadness in both its market and business offerings made repeatable, scalable marketing impossible.

We needed to create a repeatable offer that could be sold consistently to the same type of customer, ideally for a fixed price (a "productized offer"). Over time, we incubated ideas for this offer and eventually leveraged LinkedIn to find answers.

As we posted content about various potential offers, we felt a pull towards both "product positioning" and "homepages," especially for B2B software startups.

This led us to create the packaged offer we still sell today: 2-week positioning sprints that deliver a new positioning strategy and a homepage wireframe.

As we built this out, we realized this offer didn't quite fit the agency's focus. It primarily fell under marketing, and the company didn't offer any marketing services at the time.

We spoke with our agency's executives and agreed on an amicable spin-off. This allowed us to operate as a standalone consultancy, which we rebranded as "FletchPMM".

Pricing tiers

So now, we sell the flat-rate 2-week positioning sprints that I mentioned. It results in three deliverables:

• 4-6 positioning strategy options

• An internal positioning strategy deck

• A homepage wireframe with production-ready copy

We sell these sprints with three pricing tiers based on company size:

• $10k - for companies making $2M or less in annual revenue

• $20k - for companies making over $2M up to $20M in annual revenue

• $30k - for companies making more than $20M in annual revenue

And we want to increase pricing, as the market allows.

Tech stack

We first built distribution: The audience came first, then the product we sell.

Once we found a pull for our current service, the next big hurdle was creating a repeatable process. This has been ongoing iterations over the last three years, culminating in a process standardized enough to bring in external consultants to help run our process with clients.

On a related note, here's our stack:

• Figma: We use this to create all of our LinkedIn graphics, decks/presentations for clients, and even as our "infinite canvas" for running workshops.

• Loom: We use this to send updates back and forth between our team members and clients.

• ChatGPT/Claude/Gemini: We use these primarily to assist with research before client engagements and for AI-generated graphics, designs, etc.

• Lovable: We use this to create several important applications used throughout the two-week sprint process with clients.

• Attio: This is our current CRM of choice; we switched from Airtable to get a real CRM (though Attio has slightly underwhelmed us overall).

• Zoom: Our video conferencing app.

• Google: We use the Google suite for the usual things, and its folders as the backend for our AI work.

• Slack: We use this for all internal comms.

Building custom internal software

We've found that the more we build custom software to automate and standardize our processes, the better! The Lovable apps have been especially helpful.

For example, we created an end-to-end "sprint management" app for internal use. It's essentially a project management app built around our specific two-week process. It outlines the exact daily tasks for each role, and automatically pushes any materials we upload to a project to the LLMs where we do the bulk of our work.

Marketing channels

A few posts went "viral" early in my posting, so that gave us some traction and the endurance to keep posting even during the long dry spells when 10+ posts did not perform at all.

Our main marketing channels are:

• LinkedIn organic content: My cofounder and I have large LinkedIn audiences (~80k followers for me, ~68k for him). As these audiences grow, so does our word-of-mouth.

• Speaking at marketing conferences

• Being guests on podcasts or live webinars

• Our newsletter

• Referrals: Because of our sprint model, we work with 8-10 companies per month. The longer this continues, the more it snowballs with increasing referrals.

We are also testing new marketing channels this year:

• A dedicated SEO effort

• Paid LinkedIn ads

Transitioning from founder-led to company-led

The largest obstacle we are facing is transitioning from a primarily founder-led business to a company-led business.

Right now, most leads come because they follow my cofounder or me on LinkedIn. This creates a challenge if we ever want to sell the business — or step out in any meaningful way.

We are working on this transition, but it is a long process. We've significantly scaled back the number of sprints my cofounder and I run and brought on more contractors/team members to fill those gaps. And we're building their credibility by having them also post on LinkedIn to build their own brands. This also extends credibility to the company brand.

Focus on distribution first

Here's my advice: Focus on distribution first!

Now that everyone can build with AI, the biggest leverage will be letting people know about your product in a scalable, cheap way.

Pick a channel with an organic algorithm and spend 3-9 months cracking it before you build a thing.

What's next?

From here, I want to continue to grow the business and make it fully run without my cofounder or me in the weeds.

You can check out our positioning newsletter or follow Rob and me on LinkedIn. And check out FletchPMM!