Start an AI Agency / Services

How to Use This Template

Replace every [[Token]] with your real details. Tables are sized for typical solo or small-team agencies: scale rows up or down. Work through the sections sequentially. The finished document is your operating plan and can be used to brief partners, set prices, or guide your first hires.

What to Provide

Section 1: Niche and Service Productization

Primary niche: [[e.g. "B2B SaaS companies with 10-60 employees that rely on content and support automation"]]

Why this niche: [[Market size signal, pain points you understand, accessibility for you]]

Core service offers (productized):

1. AI Content Engine: monthly retainer that produces 8-12 pieces of high-signal content plus distribution automation.

1. AI Workflow Automation: one-time build or monthly support that connects 3-6 tools and removes 10+ hours of manual work per week.

1. AI Agent Deployment: custom agent setup for a defined use case with training and 30-day optimization.

1. AI Audit + Roadmap: fixed-scope diagnostic that delivers prioritized recommendations and a 90-day execution plan.

Service packaging rules:

• Each offer has a clear scope, deliverables list, and timeline published on your site.

• Add-ons are priced separately and never bundled into base offers.

• Every service includes a documented handoff or maintenance option.

Section 2: Ideal Client Profile (ICP) and Positioning

Firmographic ICP:

• Company size: [[10-80 employees]]

• Revenue range: [[$1M-$15M ARR]]

• Tech stack signals: [[Already using Notion/Slack/CRM but manual processes dominate]]

• Buying triggers: [[Recent funding, headcount growth, new product launch, painful support volume]]

Role of buyer: [[Founder, Head of Marketing, COO, or Support Lead who feels the pain directly]]

Positioning statement (use on site and proposals):

We help [[ICP description]] replace repetitive manual work with reliable AI systems so they can [[core outcome: e.g. "scale content and support without adding headcount"]]. Unlike general consultants or point-tool vendors, we deliver complete, working workflows plus the operating instructions your team actually uses.

Differentiation bullets (pick 3-4):

• Fixed-scope productized offers instead of vague "AI consulting"

• 90-day launch plan included with every engagement

• Training + documentation so you are not locked in

• Ongoing optimization retainer option

Section 3: Pricing Models

Choose and document one primary model plus acceptable variations.

Retainer model (recommended for ongoing work):

Project / one-time pricing:

Value-based add-ons (optional):

• Performance bonus tied to measured hours saved (rare, only for mature clients)

• Revenue-share on content programs in specific niches

Pricing guardrails:

• Never discount below 80% of list on first engagement.

• Require 50% upfront on projects; retainers billed monthly in advance.

• Annual prepay gets 10% discount.

Section 4: Service Delivery Workflow and Tool Stack

Standard delivery SOP (every engagement):

1. Kickoff call: confirm scope, success metrics, access, timeline.

1. Discovery: 3-7 days of research using client tools + your templates.

1. Blueprint / prototype: produce the plan or first working version.

1. Build + internal test: implement in client's environment.

1. Client review + iteration: 1-2 rounds max.

1. Training + documentation: live walk-through + written SOP.

1. Handoff + 14-day support window: then move to maintenance or close.

Core tool stack you will use and recommend:

Client handoff artifacts (always deliver):

• 1-page "how the system works" diagram

• Step-by-step SOP for any manual steps that remain

• Prompt library (cleaned, versioned)

• Runbook for common issues

• 30-day check-in calendar invite

Section 5: Lead Generation and Sales Motion

Primary channels (ranked for your situation):

1. Content + SEO: publish one deep "how we did X for Y" case study per month on your site + LinkedIn.

1. Warm outreach: 5-8 personalized messages per week to ICPs who recently raised, hired, or complained publicly.

1. Partnerships: 2-3 complementary agencies or consultants who refer AI implementation work.

1. Speaking / webinars: one per quarter on a narrow topic ("How we cut support reply time 70% with agents").

1. Productized audit offer: low-barrier entry that converts 25-40% to larger work.

Sales process (keep it short):

1. Discovery form or 20-min call: qualify fit and pain.

1. Send tailored proposal (use the template in your docs) within 24 hours.

1. 1 follow-up call to answer questions and discuss scope.

1. Contract + deposit.

1. Kickoff within 5 business days of signature.

Qualification questions to ask every lead:

• What is the single biggest time sink or error source right now?

• What would success look like in 90 days? (Get numbers.)

• Who else needs to approve and what is their main concern?

• What budget range have you discussed internally?

• Have you tried any AI tools already? What worked or failed?

Close rate targets (track monthly):

• Audit offer → paid project: 30%+

• Proposal sent → signed: 45%+

Section 6: Capacity and Pricing Math

Current capacity calculation:

Available client hours per week: [[e.g. 18]]

Hours per typical retainer client: [[e.g. 6-8]]

Max active retainers at healthy utilization: [[2-3]]

Project buffer: Leave 4-6 hours/week open for one-off projects or overages.

Pricing math example (solo founder at [[18]] hrs/wk client time):

• 2 content retainers @ $2,400 = $4,800/mo

• 1 workflow maintenance @ $1,800 = $1,800/mo

• 1 audit project per quarter @ $2,900 = ~$967/mo averaged

• Total run rate: ~$7,567/mo with room for one more retainer or 2 projects/quarter.

Utilization target: 70-80% of available hours. Above 85% you burn out or drop quality. Below 60% you need more lead gen.

When to hire first contractor or employee:

• You are at 80%+ utilization for 8+ weeks straight and turning away good work.

• You can package a repeatable delivery role (e.g. "AI content specialist") with clear SOPs.

Section 7: Contracts, Scope, and Client Onboarding

Required contract elements (use a lawyer template once, then reuse):

• Clear scope with out-of-scope list

• Deliverables and acceptance criteria

• Timeline and milestone payments

• IP ownership (client owns final outputs; you retain templates and frameworks)

• Confidentiality + data processing terms

• Revision limits (2 rounds standard)

• Cancellation / pause terms for retainers (30 days notice)

• Limitation of liability and "not professional advice" where relevant

Onboarding checklist (send as Notion page or PDF after deposit):

1. Access list: which tools, what level of permission.

1. Brand voice guide or 5-10 sample assets.

1. Success metrics and reporting preference.

1. Key stakeholders and escalation path.

1. Current pain examples (3-5 recent tickets, posts, or processes).

1. Preferred communication channel and response time expectations.

1. Kickoff call scheduling link.

Scope creep protocol:

• Any request outside the written scope gets a written change order with price and time impact.

• Small tweaks (<30 min) may be absorbed in retainers; anything larger is billed or deferred.

Section 8: 90-Day Launch Plan

Days 1-30: Foundation

• Finalize 2-3 core offers and publish pricing page.

• Build or update website with 1-2 case studies (even if small previous work).

• Create proposal, contract, onboarding, and delivery templates.

• Set up CRM + finance tools.

• Secure first 3 discovery calls from warm network or content.

Days 31-60: First clients and delivery

• Close and deliver first 1-2 paid projects or audits.

• Document every step and time spent.

• Collect testimonials and results.

• Iterate offer descriptions based on what clients actually valued.

• Launch one piece of lead-gen content per week.

Days 61-90: Systems and pipeline

• Convert 1-2 project clients into retainers where it fits.

• Refine pricing and scope using real data.

• Hire first contractor for overflow if capacity is tight.

• Build a repeatable sales cadence (outreach sequences, follow-ups).

• Set 6-month revenue target and reverse-engineer required pipeline.

Milestones to hit by day 90:

• 3+ paying clients

• Documented delivery process for at least one core service

• Predictable lead flow producing 4-6 qualified conversations per month

• Clear view of monthly profit after tools and any contractors

Worked Example: Solo Consultant to 2-Person AI Services Shop

Starting point: Strong prompt engineering + automation skills, 15 hrs/wk available, target $6k/mo in 6 months.

Offers chosen: AI Workflow Automation (project + optional maintenance), AI Content Engine retainer.

ICP: Seed-stage SaaS founders who are already writing blogs and answering support manually.

First 90 days outcome: 2 retainers + 2 projects closed. Monthly recurring $4,200 by day 75. Hired a part-time research contractor for 6 hrs/wk. All delivery documented.

Pro Tips

• Productize before you sell. Vague "we do AI stuff" loses to crisp offers with prices.

• Under-promise on scope in the first 3 clients so you can over-deliver and learn.

• Track actual hours per service religiously for the first 6 months: your pricing math will be wrong until you do.

• Use your own agents to accelerate delivery (research agents, outline agents) but always human-edit before client handoff.

• Say no to bad-fit clients early. One bad client costs more than three good ones in stress and reputation.

Common Pitfalls

• Selling custom everything instead of productized packages.

• Pricing too low and resenting the work.

• Skipping documentation: every engagement becomes a new invention.

• Ignoring capacity math until you are overbooked and quality slips.

• Taking on "interesting" projects outside your ICP that drain time with no repeat potential.

Use this plan as your actual operating document. Update the numbers and offers every quarter as you learn what clients value most and what you enjoy delivering. The agencies that win are the ones that ship clean, predictable work at fair prices with transparent scope.