EP154 - Getting Unstuck - Client Success Stories with Julian Shelley & Ian Luckett

INTRO

In this episode of the IT Experts Podcast, we talked with one of the Growth Hub clients, Julian Shelley, about how he got unstuck.

Welcome to the IT Experts Podcast, the only podcast to help MSPs scale to 1,000,000, and if already there get to 5 and go fast. At the end of the day, isn't it all about building a business that works for you rather than you for it? I hope you enjoy the show.

IAN

So, good morning, good afternoon, good evening. Welcome to the IT Experts podcast. Today we got a real special episode today. It's a client success stories podcast and we are joined with Julian Shelly from Woodstock IT. Hey, Julian, how you doing today?

JULIAN

I'm really good. Thanks, Ian. How about you?

IAN

Yes, I'm all good. Thank you. I'm all buzzing for this show. Now, bit of a disclaimer on this one on this podcast we are going to be sharing with you Julian’s story of what he's done during the growth hub and for two reasons really. Number 1 Stuart and I on a daily basis speak to so many MSPs and sometimes people need to hit rock bottom, sometimes they don't know how to ask for help. Sometimes they don't know what they need to do and you know, our role is to help people to, you know, help more people change more lives, make more impact. And have a bit of a have a bit of a giggle while we're doing it sort of thing, which is what we do at the growth hub. So as you're going through this podcast, if you're feeling a bit stuck, then there's going to be a call at the end of it just to say, look, get in contact with us or alternatively reach out to the tech drive to come to you at any of the other communities out there to help you implement some of the things that Julian's done, so this is not a sales podcast, but this is a podcast where we’re going to be talking to one of our super clients about some of the things he’s done the way he's applied it, the mindset he's changed, because when I first met Julian, he was in a position where and you'll hear from him and himself. He was just like, do you know what? I'm either going to do this or I'm going to just delete this and just go and do something else because I'm just not enjoying it anymore. So let's get into the story of how we helped him get his mojo back. Helped him get his drive and the vision for the future. So just before we get started, Julian, do you want to give us a bit of a run down? Who are you? What do you do? Who you help? How big's your MSP and all of that kind of?

JULIAN

Yeah, of course. No worries. And so I started my MSP in 2011 and I think back then that acronym MSP was not widely used. I think it's fair to say we were IT support companies back then. So things have changed. I started the business off the back of a relatively short career in IT working for other IT companies and long story short, I’ve had enough of being treated badly as an employee. And I felt like there was a gap in the market for me to do it better and support my local business community in the process. So yeah, I started the business 2011. It was just me on my own and grew the business very steadily, very organically over the years working on a basis of adding one employee per year and we sort of stuck to that more or less. So fast forward to present day 2023 and we have 13 employees. It's been a gradual growth. But it's been a it's been a good journey along the way.

IAN

Excellent stuff. Whereabouts you based?

JULIAN

So we're based near Gatwick in West Sussex, Tanfield, Horsham.

IAN

Lovely, lovely part of the world. So, Julian, we, you know, when we first met, you came to, I think we first we first met or you first saw us when we was talking CompTIA, what resonated with you, and it's really interesting to understand these things for your own sales process in your MSP as well as kind of my point of view. What was it that resonated with you when we were talking on stage that made you think, hang on a minute I've got to get in contact.

JULIAN

I'll be completely honest, I can't remember the specific content.

IAN

I know you're going to say that.

JULIAN

You were talking about, I mean itwas over a year ago, so bear with me. But what I will say is. But not nothing to do with the content, but everything to do with your sales approach. You had there, was a call to action. I like scan the QR code, stick to my e-mail address in whatever it was, and let's see what happens. And obviously in the following days and and weeks there was follow up there was there was e-mail content and everything that you were saying was resonating with me in terms of what I was in the business. And then you very kindly visited us to your office in Luton and there was the taste of one thing led to another. So, it was more your approach than what you were saying, but obviously something you said at the time made it with me so.

IAN

Okay, I'll take that.

JULIAN

We'll, we'll take that. We’ll leave that in the archives.

IAN

Then we'll leave that in the archive. So brilliant stuff. So when we're, you know, looking to support more people, we do some discovery days. We've actually got 1 coming up in December. Shameless plug straight in the 1st 5 minutes of the podcast, but what was going on in your head then? When you when you thought I need to go and need to go and check out this taste today I need to go and see this Discovery Day I need to do something. How were you kind of feeling at the time?

JULIAN

It was a strange time because the business was ticking over and it was, you know, it was doing, I guess I was feeling I was working with a business coach at the time. And I suppose it was a timing thing because that that relationship was coming to an end or and I could believe that, you know, we kind of reached a ceiling with what I could do with that particular business code, so I guess I was subconsciously in the market or something else. So when I saw that you were offering an MSP specific coaching journey. It was just like a penny drop moment. I was like that. That's exactly where I need to be. So yeah, that was that was, it really.

IAN

And you said to us, you know, kind of when we first met. It was just you're doing alright, you're kind of getting on good enough, but I think some of the things you said to me just weren't feeling energized about it anymore. It was kind of, it was almost turning into a bit of a job that you did that you owned and obviously enjoyed the profits from rather than something that was exciting and new and things like that was that was that a fair reflection.

JULIAN

Yeah, I'd say so. I mean that that in, in my own business journey, I guess I have built the business up to a point where it could run without me and there was that, you know, that constant temptation to take advantage of that and, you know, actually, yeah, I don't, I don't need to do anything because the business will run, but actually the reality is if you if you are a business owner and you have a team around you, you can't really do that you've got to keep pushing for. And that's what was missing. I didn't have that, that guidance and that focus and or any kind of mentor to kind of put an arm around me and say look this is this is the way maybe you should be doing things and you know there's there is a better work. So yeah that was that was where my head was at the time.

IAN

Really brilliant. What was some of the things that you learned at the at the Discovery Day at the Taste today, where was what was the poignant moments, as it would be.

JULIAN

Yeah, there were several. I mean, there's, there's, you know, just just, just looking at your your background behind you, you've got the pyramid there, the, the MSP journey and that was a that was a big one for me. Just looking at the different stages and actually being able to really kind of connect with where I had been in the past and where I was now. And everything that you know, everything in that journey was just like, I remember doing that. Been there, done that. And so that was a real eye opener and then the other thing was you're, you know, you're kind of strap line that you use where you talk about helping MSPs to get to 1,000,000 pounds revenue or get to 5 million faster. And again I'm like well that million pound revenue target is one that we had on the on the radar for a really long time. So that was exciting to kind of hear that and actually put some framework around it.

IAN

Funny, the whole million pound thing because million pound turnover doesn't mean anything if you've if you haven't got a good profitability and a good client retention and great employee engagement and all. But it does seem to be this blocker that people just sometimes for some stupid reason can't get through and I don't know what it is, but it you know it's a, it's a funny one, isn't it?

JULIAN

It is, yeah, and ironically as well, obviously, as the years go by 1,000,000 pounds is worse, less and less. Yeah, it's still it's still a big, big milestone nonetheless though.

IAN

Maybe we need to update? The strap line, but I'm not sure if it will ring that well that well on the marketing side of things. So Julian. What other elements of the program have you really found beneficial?

JULIAN

So something I didn't realise early on but soon became clear was that there is a regular meet ups as part of the program so not only a single day sort of every eight week alignment session where you know we sit around boardroom table and thrash out a few things. But there's also two day intensive session where we will get together again. Sort of ballroom style, and there's a lot of content, always some great ideas, a lot of engagement from all the other MSP owners, but also really importantly, a chance to just have a bit of a laugh and have a few drinks and catch up with some of the others. And that's a that's a regular thing which I'm starting to look forward to every time in the diary. Now I'm like, OK well then the next time what we're doing so really valuable and I'd say again, just going back to what? I was saying about collaborating with other MSPs, it's a great opportunity to build those relationships and get to know people. So yeah, really, really great stuff.

IAN

It is amazing when you know when you guys get together and you know Stuart and I's vision of what we were trying to achieve at the beginning and then when you guys just sitting there chatting and talking and enjoying my, I have a very powerful ****** quiz. Everything everybody loves because it is the worst quiz in the world. But there's some pretty good prizes. But that should be a reason that you should join it, but OK, great.

So we you came to discover that you said look we need to give this a go. We need to get we need to get moving forwards because we wanted to drive the business you know a bit more not aggressively a bit but a bit more deliberately what was it what was it like when you started the growth hub.

JULIAN

It was honestly, it was a bit overwhelming to start with cause there’s a lot of content, a lot of ideas and you know, you get this sort of shiny ball syndrome where you know this. You want to sort of take it with it, take it over and run with it before, before you've before you've even walked. So yeah, it was there. Was it? When I say overwhelming, I mean that in a good way. It was, you know, there a lot of positive content. A lot of ideas, a lot of things that I could see the potential in. So I really enjoyed it as well. It was and I am still really enjoying it. I should add it's a really, it was an exciting time for the business as well, cause I think my team around me could see this renewed energy in me like I had that feedback from them for more or less straight away. So that was really nice to hear. And then you know, fast forward. I mean, we're nearly 12 months in now. You know we're really starting to reap the benefits of that. And again, the guys are aware that I have this relationship with the growth hub and that's an ongoing thing and I'm constantly bringing in new ideas, sometimes a bit unpopular, but you know, hey, that's just the way it goes. So. So yeah, it's been a great, a great journey so far.

IAN

Yeah. And the and the key points of some of the methodology that we were using with you know, with the planning and things like that when you started. How did you get on with that?

JULIAN

Yeah. So that is a framework that I think was missing from my almost my entire business journey having a having a regular plan in place. That that you keep checking back in on and then updating it. I've never really done anything like that before. My approach has always been a little bit more, shall we say chaotic? But so yeah, so that having that that regular planning is you know here all the time in others, in my Business Network you know obviously it's important for any business and I think I just managed to escape it for it, for a lot longer than I should have done, but we got there in the end.

IAN

Brilliant. And you're enjoying, you know, and alongside that. And so just a little bit of an explainer, kind of how it works at the growth Hub is, is that we help three types of MSPs? Pretty much 250 to 750 turnover is 1. It really works on your maturity and 750 to 1.5 is another group and then 1.5 and above is our boardroom client. So it's all about leadership. So the first one's all about stabilizing the middle ones about strengthening and then the larger the boardroom is about accelerating. And Julian is in the middle group. So you are in an accountability pod with other MSPs of your size because they literally are as far as we're concerned, completely different businesses, even though they all run in the same thing because you're going through different things. I was on the phone this morning to a client who's in completely overwhelmed, is one of the smaller guys completely overwhelmed cause he's going to do everything himself. Whereas with yourself.

Now, Julian, we’ve been discussing bringing in senior leaders and the right senior leaders. And what jobs are they going to do and are they going to turn into a senior leadership team hopefully in years to come, you know, but helping you to step back and focus. So we've got that accountability kind of there's weekly, weekly checkins. As well and the accountability is quite interesting, isn't it? Cause some days, some days he's so good and some days it's not so good, isn't it? As the advert says. But that's alright, isn't it? Because you've got your plan that you're sticking to.

JULIAN

Yeah. Yeah. And that's the beauty of. You are going to have good and bad days. I think everybody does. But yeah, that where the planning comes in and you know you can always revert back to that and there'll be something on there that is achievable at a small win or you know you can just, you know, just take a look at it, it's just to refresh your memory is all it needs sometimes.

IAN

How do you feel and connect with the other members of the Growth hub? Because it's a really quite unique communities and I know we got lots of other communities out there for MSPs, but what's your take on the community with the guys we've got in the group.

JULIAN

Yeah. Really welcoming, I have to say and overwhelming sense that they want to help other MSP owners. So that's that was a real eye opener as well. It's, you know, to find out that actually the MSP community is really, really collaborative. You know there's you, you would think being IT experts a lot of them there would be a tendency for you know keeping your cards. Those two chefs, but actually that's not the case at all. So yeah, I found I found an overall, everyone has been really engaging, really helpful, really supportive.

IAN

Because we've all been through the same journey. Because the great thing is, is that everybody has a 16 week action plan. Everybody has an accountability pod. Everybody has, you know that that support network and all the other things that we've got with our own power app and other things to kind of keep you on track and it's to help you go better, you know, faster and implement that. You know that that much quicker but also stay focused on what's mattered to you right now. And that's where Stuart and I are constantly going. No, no, no. Left a bit left bit. No, no, no, not that bit. No, you're not doing sales today. You're going to you're focusing on that first and putting everything in that order, which is, which is really important. So look, let's cut to the chase. What's the impact of the first year of the Growth Hub for you? What's the what's the results you can give us a bit of a turnover people. What's the headlines for people on the show?

JULIAN

Yeah. OK. So I, I mean the top line, the revenue we've increased by just over 16%, but more importantly our net profit has increased by 40% in the last 12 months we’ve exactly we've added 20% net profit that what it's about. Three members of staff to facilitate some of that, and that's made a big difference. So just a just a note on the profit side of things as well. You know part of the support we've had from the growth hub has been identifying some cost savings and helping others additional support in terms of or advice in getting some extra cash into the business through the R&D tax credits.

IAN

Yeah. Yeah, that right.

JULIAN

Thank you for that. So yeah. It's all helped, yeah.

IAN

That was a that was a very big help wasn't it? That was a good one for you any so first year we've grown by 40% any so 16% on the on the on the income, 40% on the revenue, any sales and marketing activities going on at the?

JULIAN

Yeah, it's been a big shift in, in the way we do that as well. We've, we've churning out regular newsletters now increased our social media engagement. It's been a, there's been a lot of stuff going on. It’s sort of never ending really, but. All good stuff.

IAN

And that's starting to resonate with new leads coming in that just connecting with you just like we did back at CompTIA. I'm guessing that.

JULIAN

Yeah, yeah, indeed. I'm more, yeah. And more importantly as well, we're getting better at tracking those incoming leads and how many of them are converting and where they're coming from. And obviously, once you have that data in front of you, it's a lot easier to make smarter decisions about what is and isn't working with your marketing. So it's really important.

IAN

And you know, and with your team now you know you're up to 13. We know where your turnovers at. There's a nice, you know, there's been a bit of you know systemization and optimization I guess for those people there's quite a bit of capacity now within your team, isn't there to take you probably to get that, get that turnover up again, you know in a good push in the next year ahead just but without killing anyone?

JULIAN

Yeah, yeah, definitely. So taking advantage of some of the latest technology, some of the some new tools we're adding that are going to allow us to implement more automation. So we'll be able to effectively take on more clients, but without having to take on more staff and without overwhelming them. So yeah, it's really, really exciting.

IAN

Excellent. We keep a track of that with Julian’s at all clients with their headline numbers and profitability and making sure we're using the metrics of the, of our maturity score to make sure they stay on track.

Julian, thank you. Thank you very much today for being so honest and open. And I know that you're keen to get your message out that you're now, you know kind of unstart you infused your team have known it the numbers are looking like it. You know things are happier and which enables you to do things outside of work as well as inside of work and work as much as you want. What's kind of like some of your final thoughts for people who may be sitting on the fence a little bit might be sort of thinking there. Well, maybe I should, maybe I shouldn't then what's your advice for?

JULIAN

I would say you've got to fully engage with something like this if you're going to+ do it, it's you know, you'll get out of it what you put in. And that's true with many things in life. And but what I will say is my my only regret is that I wish I'd found something like this. 10 years ago because it would have made it easier.

IAN

Sorry mate, we got good then.

JULIEN

No, no. Fair enough. I'll forgive you. But we got there in the end. So, but yeah, I would say anyone that your other friends just and iif you feel like you’re a bit stuck. And you, you know, you feel like you want to grow your business a bit more than just do it just get on board and give it a go.

IAN

Fantastic. And you know, just kind of bringing this into a, you know, a bit of a close if the time is right for you, if now is the time when you're fed up with it and you've got the bandwidth and you know that you can, you know, come into the program and you know dedicate your time to grow in your business, then you can either contact yourself or Stuart if you're ready to kind of crack on, we can, you know, just reply back. We'll put some links in the in the show notes here or if you're still a little bit pondering around, I'm not quite sure. Should I show on I'm going to put a link into the MSP mastery quiz and in just 4 minutes you can assess your business. You can go in, have a look, you get a personalized report, it tells you which part of the model you should be focusing on, what, what, what we need to be looking at next and where you need to work forwards. So it gives you a little bit more idea of some of the MSP journey that we talked about. And how that works, so that is going to be it for us for today, Julian, thanks ever so much for your time today in you know, preparing for the show and recording it also been so open and honest and vulnerable as well just because we just wanted to get this message out of your great journey that you've been on and to share it with others. And if they're interested. And the time is right. More importantly then, they can get in contact. So all the best for yourself with your business and in the program for the next, you know, weeks, months and years ahead and you go enjoy the rest of your day. Cheers.

JULIAN

Thanks again. Cheers.