Learn how to level up your business by building a productized service.

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Break Free of Billable Hours.

Still freelancing and living project-to-project? Has your earning potential plateaued? Stuck wearing all the hats and doing everything yourself?

If you wish you'd never have to write a lengthy proposal again or take a client who doesn't value your work, then you're not alone.

In fact, every freelancer hits these challenges at some point in their career. Even raising your rates and chasing after bigger fish won't get you where you need to go.

Maybe it’s time for a promotion.

But self-employed web workers like us don't have a boss we can butter up to give us that corner office with the higher salary. We're on our own.

So in order to truly level up in your career, and gain that freedom you've been chasing all these years, then you'll need to promote yourself.

That starts with making your transition from Freelancer to Business Owner.

Business Owner

Frank the Freelancer

  • Frank makes money by the hour, or sometimes by the project.
  • Frank owns nothing more than his time.
  • Frank is stuck answering to "clients from hell"
  • Frank is spread too thin, wearing too many hats.
Business Owner

Beth the Business Owner

  • Beth’s business pays her, even on her days off.
  • Beth owns an asset that grows in value.
  • Beth’s focused on building a business, not chasing unpaid invoices.
  • Beth’s business runs itself, so she can focus on the big picture.

OK... That all sounds great.

But right now, you’re paying the bills with client work. The time you spend with your family occupies whatever free time you have left. How will you ever make it happen when the cards are stacked against you?

Take The Path of Least Resistance

You can gamble your late-night weekend hours on an unproven idea for an app. Or you can take the pragmatic approach to building a scalable business:

A productized service.

It’s your best opportunity to level up. A productized service involves little risk, low barrier to entry, and a proven path to scalability. You’re simply converting something you already do into a value-added service that can scale.

What is a Productized Service?


From your customer’s perspective, a productized service offers a specialized "done for you" solution with a compelling value proposition, packaged at a set price and scope.


From the founder’s perspective (that’s you), a productized service is one that runs systematically, and continues to produce and grow with or without your direct involvement.

A productized service is your alternative to billing by the hour, and taking any and every project just to keep the lights on. It can be designed to let you focus solely on your craft (while cutting out the boring stuff). Or it can be streamlined, systemized, and automated to run itself, while you focus on the bigger picture.

But no matter where you take your productized service, you will finally earn your promotion from Freelancer to Business Owner. And with that promotion come these perks:


Create a service model designed for growth. Earn more as your business grows.

Remove Yourself

Design systems and automation so your business can run without you.

Get Paid, Even on Days Off

Detach your work from your time. Create a business that produces on its own.

Build an Asset

Own a business that not only pays the bills, but grows in value.

Focus on the Big Picture

Work "on" your business, not "in" your business.

Steady, reliable income

End the feast and famine cycle for good. Grow your baseline income month after month.

Brian Casel

Brian Casel

Seen in

How I Productized My Business... Twice

I’m Brian Casel. Here’s the story of how I transitioned out of freelancing.

A few years back, I made my living as a freelance web designer, selling my time for money and living project-to-project. Although I was comfortable, I knew I needed to transition to a product business if I was ever going to build a real business that can scale.

My first productized service actually started as a SaaS. It was a web design product for restaurants. Like most freelancers building software “on the side”, I struggled to gain traction.

Eventually, through many trials and errors, I figured out that what customers really value is the done-for-you service aspect. So I transformed my SaaS into a productized service, built systems and delegated all of the delivery to my team. This allowed me to sell the business for a 6-figure exit.

Then I went back to my playbook and launched my 2nd productized service business, a marketing company called Audience Ops. In less than it's first year, this business went from 0 to $25K in monthly recurring revenue (MRR).

The Productize course not only draws on lessons from my own work building two successful productized service businesses, but also the lessons from others who I continuously research and interview. There's nothing I enjoy doing more than talking shop with fellow freelancers who are turning the page and becoming business owners.

A comprehensive course to guide your way

Productize is your roadmap and skills training designed to guide your way to building a productized service and help you level up as a business owner.

Through a combination of HD video lessons, step-by-step workflows, processes that you can plug right into your business, and a supportive learning environment with business owners just like you, you’ll have everything you need to successfully level up and build a thriving productized service business.

What Could Productizing Mean For Your Business?

Justin Jackson

Justin Jackson

Product People

"If you’re looking to transition into building products, I always recommend starting with a Productized Service. It’s the best way to learn what customers will pay for."

Andrew Warner

Andrew Warner


"I used to feel that I had to do everything myself or it wouldn’t be done right. Because I finally learned how to document what I do, my business is run better than I could have ever done on my own. Systematizing is a core skill that every founder needs to learn."

Dan Norris

Dan Norris


"Processes have been a key part of our consistent 15% month on month growth at WP Curve. We have systems for everything. They’ve enabled us to keep our service consistent while growing from 0 to 21 people in 14 months."

Dan Andrews

Dan Andrews


"Productized services are the fastest way to cashflow your education as a business owner. It’s a great model for anyone looking to get into the entrepreneurial game."

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