Case study
Transforming a content agency into a profitable, scalable business
How Charlotte Laing went from feeling overwhelmed and breaking even on 7-figure revenue to tripling her turnover, growing her team from 25 to 45, and finally feeling in control of the business she’d built.
3x
Revenue tripled
25 → 45
Team growth
11
Coaching sessions
10
Months to results
The situation
I started working with Charlotte, the founder of The Content Emporium, in September 2023. Her business provided high-quality, end-to-end content solutions for large brands - strategy, creation, editing, photography, video, design, and community management across social media, web, and email marketing.
Starting from scratch years earlier, Charlotte had grown the agency to 7-figure annual revenue and a team of 25. By most measures, the business was a success. But behind the numbers, things weren’t working the way they should have been.
“I felt like I was in charge of a ship that I didn’t quite know how to steer. We were experiencing great success, yet I was making no profit - it was all quite challenging.”
The three challenges we identified
Profitability. Despite 7-figure revenue, the agency was breaking even at best. There was no clear path to consistent profit - the money was coming in, but it was going straight back out.
Client dependency. A significant proportion of revenue came from a single client on a precarious 3-month rolling contract. One decision from that client could have destabilised the entire business.
Leadership overload. As a solo founder, Charlotte was deeply involved in day-to-day operations, leaving little time for strategic growth or business development. She was working in the business, not on it.
Her goals were clear: improve profitability, diversify the client base, and build a sustainable business she could lead confidently.
What we worked on
Our coaching began with a discovery session to pinpoint the agency’s value proposition and vision. Over 11 sessions from October 2023 to December 2024, I guided Charlotte through a tailored process:
Reframing value
Early on, I encouraged Charlotte to shift her focus from cost-based pricing to articulating the unique value her agency offered clients. This mindset shift unlocked new ways to negotiate and grow.
Strategic planning
We developed strategies to secure a longer-term contract with her main client and acquire additional clients to reduce dependency. The goal was stability first, then growth.
Leadership development
I supported Charlotte in delegating operational tasks, empowering her team, and transitioning into a strategic role - moving from “working in” to “working on” the business.
Practical tools
From contract negotiation tactics to business development plans, I provided actionable advice drawn from my own business experience, supplemented by valuable connections (including procurement experts).
“Jason helped me reframe my mindset around the business and offered practical solutions and valuable connections. He’s down-to-earth, sensible, and his advice is rooted in real experience - not just theory.”
Each session included specific actions, accountability checkpoints, and celebrations of progress - fostering both momentum and confidence.
The results
By November 2024, the transformation was remarkable:
3x
Revenue tripled
Monthly turnover tripled within 10 months of starting coaching.
£M+
Stable foundation
Charlotte secured a 3-year, multi-million-per-year contract with her main client, replacing the precarious 3-month rolling deal.
+20
Team growth
The team expanded from 25 to 45 members, including 18 new hires in 10 months, with a senior leadership team now running daily operations.
↑
Personal shift
Charlotte reported feeling “lighter,” less isolated, and more in control, with time to focus on business development rather than admin tasks.
“My turnover tripled, my team grew, and I finally feel in control. Working with Jason unlocked a new phase for my business - it’s been a game-changer.”
What this case shows
Charlotte’s story illustrates two things I see consistently across the founders I work with:
Value drives growth. Focusing on what you bring to clients, not just what you charge, opens doors to bigger opportunities. Charlotte’s agency was already delivering exceptional work - the shift was in how she communicated and priced that value.
Delegation builds sustainability. Letting go of control empowers teams and frees leaders to focus on strategy. Charlotte didn’t need to work harder. She needed to work on different things.
Using the Success Framework, Charlotte’s initial constraint was a combination of clarity (understanding the true value of her agency) and capability (building the leadership systems to scale). Once we addressed those two areas, the growth followed.
Could coaching do the same for your business?
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