[Live Training Series] RUN YOUR AGENCY LIKE A PRO

E230: The magic of niching and how to price your project with Aaron Carpenter

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Outsourcing services for digital agencies – website design & development, e-commerce, SEO, content marketing, link building – E2M (sponsored).

Aaron Carpenter runs the agency Legendary Lion, which he founded in 2011, and is also a UGURUS mentor.  He has over 300 clients in his niche, has completed over 500 projects, and also created a directory website that sold for nearly 7 figures.

Episode highlights:

  • How Aaron struck out on his own as an agency owner—and gracefully left employment.
  • What made Aaron confident that he was ready to step out and start an agency.
  • What Aaron is niched into and how he got started.
  • Why Aaron’s niche is perfect for him and his team.
  • What he’s learned about working in the “private practice” world.
  • Why niching down makes sense and the range of advantages vs. being a generalist.
  • How Aaron developed a *pricing calculator*.
  • It’s essential to establish a potential client’s revenue. However, they aren’t always forthcoming. Here’s how to figure it out.
  • Best advice: Read and follow Traction by Gino Wickman
  • Habit that contributes to success: Showing up
  • Recommended tool: Track your time – Harvest or Toggl, also Google Docs
  • Recommended book: Brent’s book – Get Rich In The Deep End, and Jab, Jab, Jab, Right Hook by Gary Vaynerchuk
  • Run time: 39:33



  • “It sounds like you still get that rush.”
  • “You’re making some agency owners who love to nerd out on code BLUSH a little bit.”
  • “I kinda need a stepping stone.”
  • “A lot of people have a lot of fear of that jump.”
  • “We learned how to squeeze the most value out of a budget and still be able to pay ourselves.”
  • “This guy gets it.”
  • “The nuances are where you have your competitive advantage.”


  • Find out the cycle of how your niche operates, and where your agency can fit in.
  • Get to know your niche so well that you have answers to questions they haven’t asked yet.

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