THE AGENCY GROWTH CLUB
How Harry Build a Global SEO Agency With $0
(Complete Framework)
In this episode of the Agency Growth Club podcast, CEO of SEO for Hire, Josh Peacock, sat down with Harry Sanders, the founder of StudioHawk, to discuss the challenges and experiences faced by agency owners.
Harry began his journey starting StudioHawk, homeless.
Nine years later, his agency has reached incredible heights, with growing teams and offices based in Australia, UK, and the US.
Harry has managed to refine his unique approach and strategy towards building a strong and resilient agency, adding:
“I’m incredibly grateful for where I’ve come in my journey from where I was, and I don’t ever want to forget my roots.
That’s why I do a lot of ambassadorial work around youth homelessness.”
Harry joined the Agency Growth Club podcast to share his invaluable insights from his journey with StudioHawk, touching on:
- Significant growing pains
- Team structure
- Cash flow management
- Hiring practices
- The importance of company culture
- Scaling the agency
- Lessons he’s learned along the way
In this article, we’ll be covering the key themes and actionable advice from the episode, offering a comprehensive guide for agency owners navigating similar challenges.
Key Takeaways:
- Refine Sales and Marketing Strategies: Continuously optimize your approach to ensure steady client acquisition.
- Implement a Pod System: Organise your team into smaller, more efficient units.
- Monitor Cash Flow: Be prepared to make strategic adjustments during economic downturns.
- Develop a Clear Hiring Rubric: Focus on attributes that align with your company values.
- Cultivate Company Culture: Be intentional about the culture you want to create.
- Recognise Role Limitations: Be willing to step back and empower others.
- Invest in Talent Development: Provide growth opportunities and promote from within.
The Growth Stage
The Three-Year Mark: A Critical Juncture
Harry emphasised a critical growing pain that many agencies encounter around the three-year mark.
During the initial years, agencies often experience rapid client acquisition with minimal churn. However, as time progresses, natural attrition begins to occur, along with referrals and better client relationships.
“Around that three-year mark, you start having natural attrition.
Clients aren’t necessarily always going to be with you forever.
You could be the best company in the world, and clients will still leave due to new marketing managers or new directions.
It can be a very stressful environment.”
Clients may leave for various reasons, such as:
- Changes in their marketing strategy
- The hiring of new personnel
This shift can lead to a stressful environment where agencies find themselves losing more clients than they are bringing in.
Refining Sales and Marketing Strategies
To address this challenge, Harry emphasizes the importance of refining the agency’s sales and marketing strategies.
At StudioHawk, they faced difficulties due to a flat organizational structure, which initially seemed effective but became problematic as the agency grew. With too many individuals involved in decision-making, the agency struggled to maintain clarity and direction.
To overcome this, they restructured the organization, creating dedicated roles and departments that allowed for more efficient operations and better management.
Actionable Advice:
- Evaluate Your Organizational Structure:
Regularly assess whether your current structure supports your growth.
Consider creating specialized roles and departments to streamline decision-making.
- Refine Your Sales Funnel:
Continuously optimize your sales and marketing strategies to ensure a steady influx of new clients.
Focus on building long-term relationships rather than short-term gains.
Team Structure and Culture
The Pod System
When discussing team structure, Harry advocates for a “pod” system, where teams consist of no more than eight members.
He believes that smaller teams foster camaraderie and a sense of identity, which is crucial for building a strong company culture. Each team has its own name and identity, contributing to a sense of belonging among team members.
Team leaders are responsible for managing people issues while also participating in billable work, ensuring they remain connected to the front lines of the agency’s operations.
Actionable Advice:
- Implement a Pod System:
Consider organizing your team into smaller pods to enhance communication and collaboration. Ensure each pod has a clear identity and purpose. - Empower Team Leaders:
Select team leaders who can manage people issues and contribute to billable work. This dual role keeps leaders grounded and connected to the team’s daily operations.
Cash Flow Management and Navigating Economic Downturns
Harry touched on the often-overlooked topic of cash flow management.
As a professional services business, StudioHawk benefits from a steady stream of monthly recurring revenue, which helps mitigate cash flow issues.
However, during economic downturns, the agency has had to make strategic decisions to maintain profitability.
Harry emphasized the importance of investing in systems and processes during challenging times, even if it means sacrificing short-term profits for long-term growth.
Actionable Advice:
- Monitor Cash Flow Closely:
Keep a close eye on your cash flow and be prepared to make strategic adjustments during economic downturns. - Invest in Systems and Processes:
Prioritize investments in systems and processes that will support long-term growth, even if it means short-term sacrifices.
Hiring Practices and Company Culture
Avoiding Hiring Mistakes: A Clear Rubric
Hiring is another critical area to agency growth.
Harry acknowledges that mistakes in hiring are inevitable but stresses the importance of addressing them quickly.
A poor hire can negatively impact the entire team’s morale and performance.
To avoid hiring mistakes, Studio Hawk has developed a clear rubric outlining the qualities they seek in candidates. They prioritize individuals who are passionate, supportive, and aligned with the agency’s values, rather than those with inflated egos.
Actionable Advice:
- Develop a Hiring Rubric:
Create a clear rubric that outlines the qualities you seek in candidates. Focus on attributes that align with your company values and culture. - Address Hiring Mistakes Quickly:
If a hire isn’t working out, address the issue promptly to minimize the impact on your
Cultivating Company Culture
Harry reflects on the importance of company culture, noting that it must be intentionally cultivated from the top down.
StudioHawk aims to attract individuals who are committed to personal and professional growth, rather than those seeking a party-centric environment.
This focus on culture has contributed to a positive reputation for the agency, with candidates consistently reporting favorable experiences.
Don’t believe us?
Here’s some proof of their team member reviews on their experience with the agency.
Actionable Advice:
- Cultivate Culture Intentionally:
Be deliberate about the culture you want to create and ensure it is communicated and reinforced from the top down. - Attract the Right Talent:
Focus on attracting individuals who align with your company’s values and are committed to growth.
Lessons Learned and Strategic Adaptation
Recognizing Role Limitations
As Harry reflects on his nearly nine years of running StudioHawk, he identifies several key lessons.
One significant realization is the need to set aside ego and recognize the limitations of one’s role.
He recounts a pivotal moment when he transitioned from a CEO role to a more strategic founder position. By stepping back from day-to-day management, he was able to empower others within the organization to take on leadership roles, ultimately facilitating growth.
“I realized one of the biggest bottlenecks in the business was me. I don’t like people management, setting budgets, or going through KPIs. That’s the role of a CEO. So, I put my ego aside and realized there was a better person for this job. Since then, we’ve grown massively.”
Actionable Advice:
- Recognize Your Role Limitations:
Be willing to step back and allow others to take on leadership roles when necessary. This can facilitate growth and empower your team. - Focus on Strategic Leadership:
Transition to a more strategic role if it benefits the organization, allowing you to focus on long-term goals and vision.
Nurturing Talent
The importance of having the right people in the right positions is ultimately what will make-or-break a great team.
He shares examples of team members who have risen through the ranks, highlighting the agency’s commitment to nurturing talent and providing opportunities for growth. This approach not only strengthens the organization but also fosters loyalty and dedication among employees.
Aim to:
- Invest in Talent Development:
Provide opportunities for growth and development within your organization. Recognize and nurture talent to build a strong, loyal team. - Promote from Within:
Whenever possible, promote from within to reward hard work and dedication, and to maintain continuity and stability.
Harry Sanders emphasizes the importance of adapting to challenges, refining team structures, managing cash flow, and cultivating a strong company culture.
By learning from his journey, other agency owners can gain practical strategies to overcome their own growing pains and achieve sustainable success in the agency world, 2025 and beyond.
Would You Risk Profitability to Grow $4M Stronger?
Harry has built one of the most formidable SEO agencies, adding $4M in Australian revenue this year while expanding into the US. With a team of 70 strong, we dive into the setbacks, lessons, and strategies that fuelled Harry and Studiohawk’s exceptional success.
Our Guest: Harry Sanders, Founder of Studiohawk
28 minute listen