Free · Printable
Local Agency Starter Map
Eight decisions, in order. One page.
Most early agencies stall because the decisions get made out of order — pricing before market, tools before offer, hiring before numbers. Fill this in top to bottom. Pencil is fine; you'll revise it.
Lackey Works
Agency Starter Map
- 01Choose a narrow market
- 02Define one recurring offer
- 03Set scope and pricing
- 04Select a primary lead-generation channel
- 05Build a simple sales and follow-up process
- 06Standardize onboarding and fulfillment
- 07Track weekly operating numbers
- 08Create a 90-day execution plan
Build What Works.
The sequence
Make these decisions in order.
Choose a narrow market
A specific market makes every later decision — offer, pricing, channel — easier and cheaper.
Generic example: Independent HVAC and plumbing companies within 60 miles of one mid-size city, 3–15 employees.
Define one recurring offer
One-off projects restart you at zero every month. A subscription compounds.
Generic example: Website hosting + monthly updates + Google Business Profile management + a short monthly report.
Set scope and pricing
Pricing you can defend prevents the discounts that quietly kill margins.
Generic example: $350/mo, $500 setup, roughly 2–3 hours/month, month-to-month after 3 months.
Select a primary lead-generation channel
One channel done weekly beats five channels done occasionally.
Generic example: Direct outreach: 40 personalized emails + 10 in-person visits per week, Tuesdays and Thursdays.
Build a simple sales and follow-up process
Most closes happen on the third to fifth touch. Without a process those touches never happen.
Generic example: 20-minute call → one-page proposal same day → follow-ups on days 2, 5, 10, and 20, then quarterly.
Standardize onboarding and fulfillment
Consistent delivery is what makes recurring revenue actually recur.
Generic example: Intake form + 30-minute kickoff; monthly checklist in one shared doc; a 5-line email report on the 1st.
Track weekly operating numbers
You can't manage what you only look at at tax time. Seven numbers, every Friday.
Generic example: One spreadsheet tab per week; reviewed Friday 4:00 pm before shutting down.
Create a 90-day execution plan
Ninety days is long enough to see results and short enough to stay honest.
Generic example: Day 90: 6 recurring clients at $350/mo. Predictor: 40 outreach/week. Stop: one-off logo work.
Get the map
Put the whole agency on one page.
- One US Letter page
- Fill-in prompts for all eight decisions
- Weekly scorecard and 30/60/90 plan
Send me the Starter Map
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After the map
See the same decisions inside a real agency.
Keyed In follows the numbers, trade-offs, and systems behind Key City Digital as the next stage gets built.