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How do agencies survive and thrive beyond their early years? Four founders sat down with Kinsta.com" target="_blank" rel="nofollow noopener">Kinsta to share candid reflections on the decisions that shaped their businesses over the last 15 years. From handling major client losses to scaling intentionally, these insights provide valuable lessons for the WordPress agency ecosystem.
The video series, titled They figured it out (mostly), captures unscripted conversations with agency founders who confront real-world challenges head-on. It’s a rare look behind the scenes at the business side of scaling agencies—an aspect that often goes unnoticed compared to the technical hurdles.
Built Mighty’s WooCommerce Focus and Hiring Strategy
Jonny Martin started Built Mighty in 2009 in Seattle, initially as a merchant selling products online. But his interest shifted to building eCommerce platforms rather than operating them, leading to the creation of his agency. Today, Built Mighty specializes exclusively in WooCommerce, managing complex integrations and custom plugin development for technical projects.
Martin attributes much of his success to the people he hires, emphasizing rapid hiring and testing processes. “You’ve got to hire fast, fire fast,” Martin said. Prospective hires complete paid test projects within days of submitting their resumes. Successful candidates are onboarded with mock client projects to evaluate fit before handling real client work. This approach ensures quick feedback and minimizes wasted time with mismatched hires.
Fixel’s Niche and Risk Management
Vin Thomas, founder of Fixel, took a measured approach to scaling his cybersecurity-focused agency. For the first decade, Fixel consisted of just two people. The agency began scaling intentionally five years ago, growing to eight team members who now serve 33 ongoing retainer clients.
The agency’s niche emerged organically when an early client, Distil Networks, was acquired. The marketing team scattered across the industry, bringing Fixel along for new projects. However, that same client concentration became a liability when another retainer client, representing a third of Fixel’s revenue, was acquired and the engagement ended.
“It was a big hit,” Thomas admitted. The experience reshaped Fixel’s approach to client diversification, reinforcing the importance of avoiding over-reliance on a small number of accounts.
Pronto Marketing’s Lessons on Scaling and Pricing
Tim Kelsey’s journey with Pronto Marketing began with what he thought would be a one-year adventure in Southeast Asia. Fifteen years later, Pronto has grown into a full-service agency managing over 1,000 clients with 80 team members split between Thailand and the Philippines.
Pronto’s rapid scaling once pushed its team size to 140, but Kelsey realized they had surpassed their limit when he stopped recognizing staff in the elevator. “There were times where I would get in the elevator and not realize someone worked at Pronto,” he said. The agency scaled back and refocused on its core strengths.
Another key lesson for Kelsey was the importance of raising prices. For over a decade, Pronto avoided increasing monthly support fees for existing clients. The delayed adjustment highlighted the necessity of pricing strategies that align with inflation and service value.
What To Do
- Agency Owners: Evaluate your hiring processes for efficiency and fit. Consider rapid testing and onboarding methods similar to Built Mighty’s approach.
- Client Managers: Assess your portfolio for over-concentration risks. Diversify to avoid reliance on a small number of high-value clients.
- Financial Planners: Review pricing structures for long-term sustainability. Ensure fees keep pace with inflation and service improvements.
