Hello Friend, Subscriber and Exitpreneur,

“Our industry doesn’t work that way.”

That’s what Tom, a commercial construction owner, told me when I suggested creating recurring revenue. He ran a successful $6M business but started every quarter at zero.

Today, 65% of his revenue is recurring.

Let me show you how – and why it matters more than you might think.

The Revenue Trap

Most businesses are built on hope: - Hope that projects keep coming - Hope that clients return - Hope that nothing disrupts the pipeline

But here’s the truth: Hope isn’t a strategy. And unpredictable revenue isn’t just stressful – it’s destroying your business value.

The $4M Transformation

Meet Rachel. She ran a successful IT consulting firm, but every month was a fresh start. New projects. New pressure. New stress.

“That’s just how consulting works,” she used to say.

Then she made one crucial shift: She stopped selling projects and started selling peace of mind.

Instead of: “We’ll fix your IT issues”

She offered: “We’ll prevent IT issues from happening”

The result? - 80% of clients moved to monthly contracts - Revenue became predictable - Her team could plan ahead - She stopped living project-to-project

But here’s the real kicker: Her company’s value tripled in 18 months.

The 90-Day Shift

Here’s the framework Rachel used to transform her revenue model (and yes, it works in your industry too):

Month 1: Package Your Expertise - List your clients’ ongoing problems - Define your ideal solution - Create subscription-worthy deliverables - Price for predictability

Month 2: Convert Your Champions - Start with your best clients - Show them the upgraded value - Make it easy to say yes - Let them be your success stories

Month 3: Scale Your Success - Use early wins to convert others - Refine your offering based on feedback - Build systems to deliver consistently - Train your team on the new model

The “Any Industry” Secret

Think your business can’t create recurring revenue? Look at these transformations:

Construction Company: Old model: Bid on projects New model: Annual facility maintenance contracts Result: 40% recurring revenue

Marketing Agency: Old model: Project-based campaigns New model: Monthly growth retainers Result: 75% recurring revenue

Manufacturing: Old model: One-time equipment sales New model: Equipment-as-a-service subscriptions Result: 60% recurring revenue

The Value Connection

Here’s why this matters: Predictable revenue doesn’t just make your life easier – it makes your business significantly more valuable.

Businesses with 70%+ recurring revenue typically command: - Higher profit multiples - Better financing terms - More interested buyers - Greater growth opportunities

But even if you never plan to sell, recurring revenue gives you: - Predictable cash flow - Easier planning - Stable team size - Lower stress - Real freedom

Next week, I’ll show you how to get your team to embrace this transformation (there’s a psychological trick that makes all the difference).

Until then, remember: Your business model determines your business value.

Building predictability with you,

Brian MacDonald Founder, Exitpreneur™

P.S. What percentage of your revenue is truly predictable right now? Hit reply and let me know – understanding your starting point helps me tailor future insights.

Coming Next Week: “The Leadership Trap: Why your best employees keep hitting a ceiling”

This Week’s Value Builder: Grab a coffee and do this 15-minute exercise: List your top 5 clients. Next to each, write what ongoing problem they face that you currently solve project by project. Now, imagine solving that problem on autopilot through a monthly service. There’s your recurring revenue model. Next week, we’ll help you pitch it.

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