You want to start a Klaviyo agency? Fine. But let's cut the crap: most people fail because they think technical skill alone carries a business. It doesn't.
I've seen this play out a dozen times. Specialists who nail Klaviyo but can't sell, can't network, can't handle a client who's a nightmare. They burn out in six months. The "one third delivery, two thirds theatre" line is spot on, but I'd argue it's even worse-more like 20% delivery, 40% sales theatre, 40% emotional labour keeping clients from jumping ship.
Your best bet? Don't go direct to clients yet. Go to other agencies. They already have the trust, the contracts, the bullshit overhead. Pitch yourself as a subcontractor. They take a cut, you do the work. It's not glamorous, but it's the fastest way to get cash flow without burning your own time on endless pitches.
Upwork? Mostly a race to the bottom. But if you catch a client-side marketer who's desperate to bypass procurement, it can work once in a while. Don't rely on it.
Speaking at Measurecamp or similar is decent, but slow. Better to spend that afternoon DMing local agency owners than polishing a slide deck nobody watches.
And that bit about including two months support in the setup? Yes. Forces a retainer mindset from day one. Most solo operators skip that and wonder why clients vanish after launch.
Bottom line: you're not building a Klaviyo agency. You're building a business where Klaviyo is the product. If you can't stomach the theatre, stay an employee.
