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Notion is releasing new updates regularly, and more companies are adopting the app for internal processes. During this time, it can be tempting to take your Notion consultant role a step further by setting up an agency. But is it the right move? What potential pitfalls should you be aware of when scaling your consultancy?
We spoke to Skyler Birk-Stachon, a Go-to-market (GTM) Lead for Optemization, one of the first and largest established Notion consultancies serving clients such as Discord, Loop, Jasper, MetaLab, and others.
As someone at the forefront of closing clients, Skyler has valuable insights into what makes a Notion agency successful and what challenges to expect when scaling your business.
Defining your agency’s focus and niche
Notion is like a Swiss army knife for productivity and processes, which is great news for the user. But what if you’re selling your services as a Notion consultant or agency? If Skyler were to start a competitor to Optemization today, he’d consider getting hyper-specific instead of trying to solve every problem.
“I might focus solely on being the top Notion consultant for agencies, specifically for their project management needs,” he says. “This approach would allow for a very defined problem, a tailored model, and clear metrics, all centered on solving one specific issue.”
At the same time, Optemization has defined its ideal client profile (ICP) as a Series A+ startup, but it could be any company interested in Notion services. In one week, Skyler might talk to a large international housing and construction company, a music label, a private equity firm managing over $2 billion, and a typical Series C startup.
“Our positioning is unique because most companies have clear pain points they’re solving. For example, If you’re selling HR software, it’s about better insights into employee benefits. But with Notion consulting, we solve many challenges that, while similar at their core, can be completely different,” he explains.
Your experience starting as a consultant may not be the same as what Optemization deals with as a larger agency, but niching at the beginning can give you a clearer focus and ICP to target before you expand. This approach can make it easier to find and serve clients effectively rather than trying to cater to wildly different needs from the start.
However, even with a niche focus, you may still come across difficulties identifying specific client problems. Skyler explains: “The challenge with cold outreach in our field is that it’s difficult to pinpoint a company’s specific problems. We might not know if they use Notion or what issues they face. So, I’ve found it’s best not to guess, as you’re likely to guess wrong.”
This challenge of identifying specific problems applies whether you’re niched or serving a broad market. Skyler’s solution is a value-driven approach that can be effective in both scenarios. The agency offers a free course with actionable items to improve the Notion workspace, as well as templates and articles about specific Notion features. If others find it helpful, they’ll use it or forward it to the relevant person. This approach triggers curiosity.
“Notion is seen as an infinitely customizable software with immense potential, but many don’t know how to fully utilize it,” Skyler adds. “By delivering value upfront, we hope to spark interest and start conversations.”
Using a value-first approach, you can navigate the complexities of selling Notion services, whether focused on a specific niche or serving a broader market like Optemization. As your consultancy grows, you may expand beyond your initial niche, but the principles of understanding client needs and providing upfront value remain crucial.
Sales and marketing strategies for Notion consultancies
Scaling a Notion consultancy requires a unique approach to sales and marketing, given the versatile nature of the software and the varied needs of potential clients. Skyler’s diverse sales background provides valuable insights into tackling these challenges.
His sales journey spans the gambling industry to medical sales and working for a small Series A startup. He even experimented with setting up his own agency, juggling four commission-only sales roles simultaneously. However, when Tim from Optemization reached out with a full-time role, Skyler recognized it as the right move.
“I wondered why the company hadn’t scaled more given their success with such big tech companies,” Skyler reflects. “I realized there was likely a sales and marketing issue preventing scalability, which I saw as an interesting challenge to tackle.”
The key question for Skyler became: How do you sell a solution when you’re unsure if the client needs it? This is also a question most Notion consultants will face. Skyler’s approach addresses this challenge head-on, focusing on transparency and client-centric conversations.
“I start every call by asking what would make the interaction feel positive for the other person,” Skyler explains. “This allows the buyer to tell me exactly what they’re interested in and what they want to know.”
From there, Skyler digs deeper: “I ask questions to understand how their organization works. Since there’s nothing specific to demo, I tailor my pitch to what they’ve told me is interesting. I’m a permission-based seller, so if they don’t mention any pain points that warrant our services, I’m upfront about it.”
If a business pain emerges, Skyler explains how the consultancy can help and discusses the next steps. “I’m always real with them. If I think we might not be the best fit, I’ll tell them straight up,” he adds. His honesty builds trust and often leads to better outcomes for everyone involved.
This approach is effective for scaling a Notion consultancy because it allows flexibility in addressing diverse client needs while keeping integrity and building long-term relationships. What might be a mutual decision not to go ahead with a project today may turn into something bigger when the lead refers your business to their network because you were upfront and honest.
Developing a scalable business model
Most Notion consultants are faced with the age-old question, “How should I charge?” Fixed-scope project rates are a common pricing model in the Notion consulting space. Consultants typically charge a set fee for a defined project, such as setting up a company wiki or creating a project management system. After the initial project, many offer ongoing support at an hourly rate or a fixed monthly retainer.
While this traditional model gives clarity for consultants and clients, it can be challenging for Notion work, where project scopes often evolve. So, how can you create a pricing model that allows for flexibility and scalability? Optemization has tackled this issue with a unique approach.
Unlike most consultants, Optemization switched to a subscription-based model. “In the Notion world, it’s incredibly difficult to create a scope that makes sense and sticks,” says Skyler. “Even if we align on a scope during the sales process, like building a centralized digital headquarters with five team spaces and project management, there’s a high chance the organization will want more as we work, changing the scope.”
With that in mind, the agency found it counterproductive to lock clients into a specific contract and price when the scope is likely to change. Instead, the agency offers unlimited monthly service requests. Clients can request whatever they want each month, and the team works through the requests until none are left or the client is satisfied. They can pause and resume the service as needed, which allows flexibility and lets the team get more work done, be creative, and support smaller projects and businesses.
But even with a subscription model, it’s not necessarily the best or the only way. The ambiguous nature of Notion consultant work makes finding a scalable model challenging. On top of that, what if clients want to see project proposals for a subscription-based pricing model? They might want to know the estimated time and cost for the original scope, especially if it’s a larger organization that requires approval from legal or finance departments.
To address this, Skyler has found success writing proposals that outline bullet points as forms of requests, assuming the scope doesn’t change — even though it likely will. Then, the team turns the agreed-upon project scope into a list of requests that get worked on until completion. In the end, it becomes a beautifully formatted Notion document that C-suite executives can easily skim, determine what they want, check if it fits their budget and timeline, and approve.
As you consider scaling your own Notion consultancy, exploring similar flexible models could be key to your success. Don’t be afraid to change your pricing model if your original approach doesn’t work or keeps your consultancy from growing.
Should I build a team or stay solo?
As your Notion consultancy grows, you’ll inevitably wonder whether to remain a solo entrepreneur or build a team. This decision can significantly impact your ability to scale and your business’s direction.
“If you’re content being a one-person agency earning $5-10K a month and that fits your lifestyle, there’s no need to go bigger,” says Skyler. “To build a full agency, you need to map out your vision. Do you want to hire a team of consultants and be the salesperson? Or do you prefer building and marketing, in which case you might hire a salesperson first?”
Being a salesperson might not be what most Notion consultants envision for their future. So, at what point should you consider hiring someone to take on the sales role for your business? For Skyler, the benchmark is around $10K a month. At this point, it’s no longer a side hustle but a business that needs structure.
“For a small Notion consultancy looking to hire, I’d prioritize scrappiness, creativity, and innovation over technical Notion expertise,” he explains. “You want someone who can focus on outcomes and solutions rather than features and technicalities. That’s what sales is about — understanding the core business pain and the desired outcome.”
Finding sales talent with limited funds can be challenging. Skyler suggests platforms like Upwork for contract work or to find people willing to work on higher commission percentages. But if you’re not ready for a dedicated salesperson, he recommends “selling without selling”.
What this means is social selling. “It may be daunting, but becoming active on LinkedIn and X (Twitter) and consistently posting content can generate inbound leads, reducing the need for direct selling,” he explains.
Whether you remain solo or build a team, the key is to match your decision with your long-term goals for your Notion consultancy. Remember, scaling doesn’t always mean growing in size — it can also mean increasing your efficiency and impact as a solo consultant. Perhaps you want fewer high-ticket clients to have more free time for hobbies or travel. Whatever direction, focus on delivering value and building relationships in your niche.
Grow with your vision in mind
Building and scaling a Notion agency is a dream for many consultants. Whether you specialize in a niche, adopt a flexible pricing model, or expand your team, aligning your approach with your long-term goals is key. Ask yourself what growth means to you and what practical steps you need to take to achieve it.
As you work on growing your consultancy, learn from successful agencies like Optemization, but adapt strategy to fit your business. The dynamic Notion ecosystem offers endless options for delivering value to clients and building a lifestyle that works for you. It won’t be easy, but if growing your consultancy is what you want, start taking steps today.
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