Your P&L Says You're Profitable. Your Cash Flow Says Otherwise.
A step-by-step guide to calculating Agency Gross Income, utilisation, and realization rate so you know exactly which clients and projects are actually making you money.
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- Secure checkout via Stripe
- One-time purchase, no subscription
What's actually going wrong
This is a written Markdown guide — not software — that walks agency owners through calculating Agency Gross Income (AGI), staff utilisation, realization rate, and per-client profitability using their existing QuickBooks or accounting exports. It includes worked formulas, a monthly checklist, and templates you can rebuild in a spreadsheet. Owners and principals of project- or retainer-based marketing and creative agencies with roughly 5-40 staff and $500K-$5M in annual AGI or revenue who need to see past gross revenue to know which clients and cash timing actually keep the business healthy.
What Agency Profit Ledger does
A step-by-step guide to calculating Agency Gross Income, utilisation, and realization rate so you know exactly which clients and projects are actually making you money.
Everything included with Agency Profit Ledger
- Setup & Instructions
- Agency Dashboard & KPIs
- Revenue, AGI & 12-Month Forecast
- Client Profitability Ranking
- Project & Retainer Profitability
- Utilisation & Capacity Planning
- Labour & Contractor Cost Rates
- Gross Margin & Delivery Margin
- Cash-Flow Forecast & Owner Compensation
- Break-Even & Hiring Scenario Planner
- Monthly Financial Review Checklist
- The Weekly Financial Rhythm
- How to Identify an Unprofitable Client
- How to Identify a Margin Problem
- Capacity & Hiring Decisions
- Cash-Flow Decision-Making
From purchase to using it this week
- 1Buy — secure checkout via Stripe, instant confirmation.
- 2Download — get the real spreadsheet and the full written guide immediately.
- 3Follow the guide — work through all 16 sections in order, each one a real, usable part of the system.
- 4Use it — built to run every week, not to be read once and closed.
Built for
Owners and principals of project- or retainer-based marketing and creative agencies running roughly 5-40 staff and $500K-$5M in annual AGI/revenue
Not the right fit if
This is a self-implemented spreadsheet-and-guide system — not done-for-you software, not a subscription, and not a substitute for professional legal, tax, or medical advice.
Premium one-time professional package, $199 — strong, well-evidenced demand and clear buying intent support a premium price
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Frequently asked questions
What is this?
This is a written Markdown guide — not software — that walks agency owners through calculating Agency Gross Income (AGI), staff utilisation, realization rate, and per-client profitability using their existing QuickBooks or accounting exports. It includes worked formulas, a monthly checklist, and templates you can rebuild in a spreadsheet.
How much does it cost?
Premium one-time professional package, $199 — strong, well-evidenced demand and clear buying intent support a premium price
Who is this for?
Owners and principals of project- or retainer-based marketing and creative agencies with roughly 5-40 staff and $500K-$5M in annual AGI or revenue who need to see past gross revenue to know which clients and cash timing actually keep the business healthy.
How do you know this solves a real problem?
Agency financial blindness is a well-documented pattern: roughly 42.5% of new marketing companies close within five years, most from cash-flow and profitability problems rather than lack of client work — not from an empty pipeline. Generic small-business tools like standard QuickBooks reports or basic P&L templates track gross revenue but don't surface AGI, utilisation, realization rate, or per-client profitability, which is exactly the gap this guide addresses.