21d • General discussion
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Section 1 — Choose Your Business Model First
This is the most important decision you will make before your first sales conversation. Everything downstream — your pricing, your pitch, your onboarding, your GHL setup, and the long-term value of what you’re building — depends on which model you operate.
There are four possible models. Here are the tradeoffs for each.
Model A — The SaaS Agency Model
Recommended for most beginners
How it works:
You maintain a GHL agency account at the $297/month Pro plan, which gives you unlimited sub-accounts. Every client you sign gets their own sub-account underneath your agency. You own the infrastructure, you control the assets, and you are the operator of systems that run on the client’s behalf. The client never needs to log into GHL — they simply see the results: calls answered, leads captured, reviews generated. You handle everything behind the scenes.
Pricing structure:
• One-time setup fee: $297–$497, which covers your initial configuration and build-out time
• Monthly retainer: $397–$797/month, which covers ongoing system management, performance monitoring, weekly updates, and your role as their dedicated AI systems operator
• Your GHL cost: $297/month flat regardless of how many clients you have on the Pro plan
The math at scale:
At 5 clients at $500/month, your gross MRR is $2,500. Subtract your $297 GHL cost and your net is $2,203/month.
At 10 clients at $500/month, your gross MRR is $5,000. Net is $4,703/month.
At 20 clients at $500/month, your gross MRR is $10,000. Net is $9,703/month.
At 30 clients at $500/month, your gross MRR is $15,000. Net is $14,703/month.
Note: usage fees for calls, SMS, and AI tokens are additional and should either be factored into your pricing or passed through to clients separately.
The upsides:
You are building a genuine recurring revenue business with compounding MRR. You own the client relationship, the sub-account, and all account data. MRR businesses are sellable — a stable, documented agency at $10K/month typically sells at a 10–15x monthly revenue multiple, putting exit value at $100K–$150K or more. Your low ongoing cost structure means you can offer reduced-risk entry points like a waived setup fee or a discounted first month to close hesitant prospects without hurting your margins. Clients never need to understand GHL — you are their operator, not their trainer.
The downsides:
You carry ongoing management responsibility for every client sub-account. Client churn directly reduces your MRR. The monthly retainer can be a harder initial conversation than a one-time payment for price-sensitive prospects.
Who this model is for:
Anyone whose goal is stable recurring income, a scalable client base, or an eventual business exit. This is the model that builds something worth owning — and worth selling.
Model B — The Affiliate Build-Out Model
How it works:
You perform a high-ticket build-out for a client using your GHL affiliate link. They sign up for their own GHL account through your referral, own their account outright, and pay GHL directly every month. You earn 40% recurring commission from GHL on their monthly subscription for as long as they remain a subscriber, plus a one-time build fee for your setup work. Because the client owns their account and pays GHL directly, GHL is their primary support resource — your ongoing obligation is minimal or optional.
GHL affiliate commissions at 40% recurring:
If your client is on the $97 Starter plan, you earn $38.80/month.
If your client is on the $297 Pro plan, you earn $118.80/month.
If your client is on the $497 SaaS Mode plan, you earn $198.80/month.
Pricing structure:
• One-time build fee: $1,000–$3,000 or more depending on scope
• Optional maintenance retainer: $100–$200/month if the client wants ongoing support beyond the initial build
• Recurring affiliate commission: $38.80 to $198.80/month per client depending on which GHL plan they are on
The income ceiling — the honest comparison to Model A:
Your affiliate commission is passive, recurring, and reliable. But the per-client income ceiling is structurally lower than Model A. At the highest available plan ($497 SaaS Mode), your monthly commission is $198.80. A typical Model A retainer for the same client would be $500/month or more. The gap per client is at least $301.20/month.
To put that in practical terms:
A Model A client at $500/month generates $500 in ongoing income.
A Model B client on the $297 Pro plan generates $118.80/month in commission.
A Model B client on the $297 Pro plan with a $150/month maintenance retainer generates $268.80/month.
A Model B client on the $497 SaaS Mode plan generates $198.80/month in commission.
To generate equivalent ongoing income to a single Model A client at $500/month, you would need approximately four Model B clients on the $297 plan — commission only. This is the core tradeoff of the model. Higher upfront cash, lower ongoing income per client.
At 10 clients on the $297 plan, commission only:
You earn $1,188/month in recurring passive income. That income is predictable, automatic, and grows with every new build — but it requires roughly four times as many clients to match the same MRR you would generate under Model A.
The upsides:
Higher upfront cash per engagement than Model A. Near-zero ongoing fulfillment once a build is complete and working. Affiliate commissions are genuinely passive and recurring — as long as clients stay on GHL, the income continues without your involvement. This model works well for ownership-minded clients who are uncomfortable with the idea of a third party managing their account — the conversation becomes “you own everything, I’m building it for you.” Your affiliate portal gives you full visibility into every active and cancelled subscription, so you always know the status of every client relationship.
The downsides:
You are not building a sellable business asset. The clients on your affiliate link are GHL’s customers, not yours. There is no MRR to transfer, no client book to sell, and no multiple to apply at exit. Per-client recurring income is always lower than a Model A retainer — the maximum possible commission is $198.80/month versus $500 or more under Model A. Growing your income requires continuous new builds rather than simply retaining and expanding your existing client base. When a client cancels their GHL subscription your commission stops — and while the relationship does not have to end (you can see cancellations in your affiliate portal and reach out to understand what happened), without an active retainer there is no built-in structure for ongoing contact.
Who this model is for:
Someone who wants maximum upfront cash per client, minimum ongoing management responsibility, and is not building toward a business exit or an MRR-based sale.
Model C — The Hybrid Model
Best approached after your first few clients
How it works:
You run both Model A and Model B simultaneously depending on what each client wants and what makes sense for their situation.
A client who wants everything handled on an ongoing basis, never wants to think about the technology, and values a fully managed relationship goes under your agency as a sub-account — Model A.
A client who wants to own their infrastructure, is already GHL-curious, or simply prefers a one-time engagement gets the affiliate build-out — Model B.
You carry both income streams at once: a growing MRR base from your sub-account clients and passive affiliate commissions from your build-out clients.
The honest caveat:
Running this model well requires you to fluently explain both options and help each client choose the right one for their situation. That is a more nuanced sales conversation than presenting a single offer. Do not start here. Get your first three clients under one model, learn it thoroughly, and then introduce optionality once you can navigate both conversations with confidence.
Model D — Pure Freelance Build
Lowest leverage — approach carefully
How it works:
A prospect already has a GHL account and hires you for a flat project fee to build the Trinity inside their existing account. No affiliate commission applies since they are already a GHL customer. No recurring income exists unless you negotiate a maintenance retainer in the same conversation before the project begins.
Leverage :
This is the lowest-leverage version of this business. You are trading time for a one-time fee with no passive income, no compounding MRR, and no sellable asset. It is not a business model — it is freelance work.
The one scenario where it makes sense is when the build fee is $2,000 or more and you successfully negotiate an ongoing maintenance retainer in the same conversation.
Before accepting a pure freelance engagement with someone who already has GHL, always explore whether they would be willing to move to a new sub-account under your agency instead. Many will — especially when you explain that you will be managing the account on an ongoing basis and they will never need to touch the platform themselves.
The Decision Summary
Model A gives you lower upfront income per client but the highest ongoing income per client, the most stable and scalable MRR, full ownership of the client relationship, and a sellable business at exit. This is where most beginners should start.
Model B gives you higher upfront income per client but lower ongoing income per client, passive and reliable affiliate commissions, near-zero fulfillment after the build, and no sellable asset at exit. This is the right choice for someone who wants maximum upfront cash and minimum ongoing responsibility and is not planning to exit the business.
Model C combines both and is appropriate after you have experience and confidence with at least one of them.
Model D is freelance work. Approach it only when the fee and terms justify it, and always try to convert it into Model A first.
What to Decide Before Module 4
By the time you finish this section, answer one question:
Am I building a SaaS agency where I own and manage client sub-accounts (Model A), or am I doing affiliate build-outs where clients own their own GHL accounts (Model B)?
If you are genuinely unsure, default to Model A. It builds the most durable business, creates the most predictable income, and gives you the most leverage in every client conversation. You can always add Model B for the right client once you have your footing.
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