Playbook / Lessons / Expand: new markets

Win first clients in a new industry with an introductory package

Kang's first strategy is to expand into new industries using existing skills: apply your expertise to related industries where the fundamental challenges match problems you already know how to solve. He suggests adapting existing marketing materials and case studies to the new industry, securing a few first clients as proof points, and offering introductory rates or specialized packages to reduce risk for early clients, without pursuing too many verticals at once.

“Try offering introductory rates or specialized packages to reduce perceived risk for pioneer clients.”— Jay Kang, 7 Ways to Get More Agency Clients When Growth Slows Down, Apr 2025

Do this

Pick one related industry, rewrite one of your case studies in that industry's terms, and offer a first client there a specialized introductory package.

More in this pack

• Prove demand abroad before you staff an overseas office
• Stay in your first location for the first few years
• Recruit local partners like customers with a filtered list and outreach
• Expand into a client niche close to the one you already serve

Get your plan

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