There’s a crucial distinction between growth and scaling. Growth adds revenue proportionally to costs. Scaling expands revenue faster than expenses increase.

Here’s the systematic framework for moving through distinct business stages.

The Six Phases

Phase 1: Foundation (£0-50K)

Focus on proving capability and establishing initial client relationships. Typically lasts 6-18 months.

At this stage, you’re learning what works and what doesn’t.

Phase 2: Stabilisation (£50K-150K)

Emphasize creating consistency and documenting what works. Takes 12-24 months.

Stop reinventing the wheel every project.

Phase 3: Building Systems (£150K-400K)

Standardize processes and clarify market positioning. Requires 18-36 months.

This is where you shift from design-focused to entrepreneur-focused conversations with clients.

Phase 4: Scaling (£400K-800K)

Apply systems for growth while maintaining culture. Spans 2-4 years.

The systems you built in Phase 3 get tested here.

Phase 5: Optimisation (£800K-1.5M)

Emphasize efficiency and profit maximization. Takes 2-3 years.

Growth slows, but profitability accelerates.

Phase 6: Evolution (£1.5M-2M+)

Innovation and market expansion become ongoing processes.

You’re no longer building the business. You’re evolving it.

Five Major Barriers to Scaling

  1. Founder dependency: treating the owner as essential decision-maker
  2. Misconceptions about systematizing creativity
  3. Unpredictable revenue cycles
  4. Underpricing based on time rather than value
  5. Evolving challenges at different growth stages

These barriers are exactly what coaching for creative agencies is designed to address, with tailored strategies for each growth phase.

Decision-Making Frameworks

Implement systems that empower teams. My agency adopted a rule allowing any employee to solve problems costing under £50 without approval.

This fundamentally transformed operations. People stopped waiting for permission and started solving problems.

90-Day Action Plan

Days 1-30: Assessment, understand where you are Days 31-60: System-building, create the foundations Days 61-90: Optimization, refine what you’ve built

The Core Principle

Build for the person coming behind you. Create systems that function without founder involvement.

That’s not abandoning your business. That’s making it valuable.