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THIS WEEK
Most consultancy stories follow the same arc: leave a corporate job, hang a shingle, hustle for clients. Anthony Pierri's story follows a different path. He and his cofounder did not quit and freelance. They productized. They turned a service into a system, priced it like software, and quietly crossed $1.7M in revenue while running fewer than a dozen client sprints per month.
Here is how they built it, and what you can take from it regardless of where you are right now.
THE STORY
They Found the Problem Before They Built the Solution
Anthony spent years moving between fields, including church ministry and music, before landing in tech. The common thread was always the same: he liked growing things. When he joined an agency offering design, development, and product management, he noticed something that most people in his position ignored.
The agency worked with everyone. Different industries, different scopes, fully custom projects every time. It was functional but impossible to scale. Repeatable marketing needs a repeatable product. They had neither.
So Anthony and his cofounder began experimenting. They posted content on LinkedIn about different service ideas and watched what gained traction. Two topics kept getting engagement: product positioning and homepage strategy, specifically for B2B software startups.
That signal was enough. They built a single, fixed-price offer around those two things: a two-week sprint that delivers a positioning strategy and a homepage wireframe. They called the company FletchPMM, spun it out of the agency amicably, and focused entirely on that one offer.
$1.7M Annual Revenue | 500+ B2B Clients Served | 2 Weeks Per Sprint | 8-10 Sprints per Month |
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Pricing That Signals Value
The sprint is sold at three price points based on company revenue, not on hours worked or deliverables negotiated:
$10,000 for companies under $2M in annual revenue
$20,000 for companies between $2M and $20M
$30,000 for companies above $20M
This tiered structure does something clever. It keeps the offer accessible to early-stage startups while capturing significantly more value from mature companies. Every client gets the same process. The price scales with their ability to pay, not with scope creep.
"Distribution first. Build an audience before you build a product." |
The System Behind the Sprint
Delivering a consistent result in exactly two weeks requires more than a good process document. Anthony's team built a custom internal app using Lovable, a no-code tool, that functions as a project management system built specifically around their sprint workflow. It assigns daily tasks to each role and automatically routes client materials to the tools where the team does its core work.
This kind of infrastructure is what separates a freelancer from a consultancy. When the system runs the engagement rather than the founder, you can scale without adding proportional labor to every new client.
Their broader stack is lean: Figma for visual outputs, Loom for async client communication, Zoom for live sessions, Attio as their CRM, and Slack for internal coordination. Nothing exotic. The differentiation is in the workflow, not the software.
WHAT MAKES THIS WORK
1. They built distribution before the product.
Anthony and his cofounder now have a combined LinkedIn following of roughly 148,000 people. That audience did not appear after the business launched. They posted consistently, tested different ideas, and let engagement tell them what to build. By the time FletchPMM was a real company, there was already a market paying attention.
2. A fixed offer removes the negotiation trap.
Custom scopes kill margin. Every time a client wants something slightly different, you lose the efficiency that makes a service business profitable. FletchPMM delivers the same three deliverables to every client. That constraint is not a limitation. It is what makes the business scalable.
3. Volume creates a referral engine.
Working with 8 to 10 companies per month means 100+ clients per year. Each one is a potential referral. That compounding effect grows quietly in the background without any ad spend or outreach effort. The math only works if your offer is repeatable.
YOUR MOVE
You do not need to be a positioning consultant to apply this model. The structure works across coaching, design, writing, financial advising, and most knowledge-based services. Here is how to start:
1. Pick one specific problem you can solve in a defined timeframe. Not "I help businesses grow" but "I help e-commerce brands fix their abandoned cart sequence in five days."
2. Post about that problem on one platform before you build the offer. Watch what questions come back. Those questions are your product spec.
3. Create a fixed deliverable list and a flat price. Remove options. One scope, one outcome, one price per client tier.
4. Build a simple internal checklist or Notion template that lets you run the same process with every client. Start there before investing in custom software.
If you want to see what a mature version of this model looks like in practice, Anthony's team shares positioning breakdowns and examples in their newsletter. You can also follow Anthony and Rob on LinkedIn, where they post regularly about B2B positioning and what is actually working in their business.
FINAL NOTE
The consultancy model is not dead. It is just crowded with people selling time. The ones pulling ahead are building systems that sell outcomes. That shift does not require a technical background or a large team. It requires clarity on what you solve, consistency in how you deliver it, and patience to build an audience before you build a product.
Anthony spent years figuring this out inside other people's organizations. You have the shortcut sitting right here.
