I don't know where my next client is coming from?
- samueljpart
- Feb 21
- 3 min read
Updated: Feb 28
Client: Sam Smith - Founder of Villagers Studio
💡 Clarify the business model, define the offering, work out who to sell it to.
The Challenge
"How can I stop relying on hope to win clients and feeling crushed when I lose a pitch?"
When Sam and I started working together, he had already started Villagers, a design studio with a strong creative foundation. He had secured clients through his personal network and experience working at top studios, but he faced a critical challenge:
🔹 He had no structured strategy for winning new clients—his pipeline was non existent.
🔹 Unclear business positioning—was he freelancing or running a design studio?
🔹 Struggled with early-stage volatility—The losses hit very hard.
Sam needed to define his positioning, create a sustainable client acquisition strategy, and build a foundation for growth that he believed in.
Sam Smith - Founder Villagers Studio
"Working with Sam completely changed my perspective and gave me clarity on both my studio and my future. I’ve always been driven by great work and building a sustainable business, but Sam helped me see that success doesn’t have to come from chasing big brands—it comes from working with the right ones. He gave me the structure to focus my efforts, refine my offering, and pitch my value using the tools I already have, rather than waiting for the ones I might have in the future."
Our Approach
We started by analyzing the design studio market to place Villagers in the right space. This process helped clarify his strengths, positioning, and ideal clients.
🔹 Market Research & Positioning
✔️ Researched competitor design studios to analyse what made them successful.
✔️ Identified where Villagers fit in the market and how to stand out.
✔️ Explored why big brands hire big studios—the key insight came from a design industry veteran we consulted.
💡 The Breakthrough Moment "You can be everything to everyone, but make sure when you pitch, you're the best option for the job."
This perspective shifted Sam’s mindset—he realised that rather than chasing shiny opportunities, he needed to refine his service offering and focus on the clients where Villagers could be the best choice. This would
🔹 Defining a New Business Strategy
With this clarity, we designed a new business strategy focused on:
✔️ Refining his service offering—aligning his studio’s strengths with client needs.
✔️ Targeting the right clients—focusing on industries where Villagers could offer unique value.
✔️ Prospecting & Validation—learning how to identify, validate, and nurture high-value prospects.
✔️ Implementing a structured outreach system—weekly actions to build relationships and secure projects.
The Results
✅ Sam now has a business strategy that aligns with his customers.
✅ He no longer relies solely on referrals—he has a system for winning new work.
✅ He’s positioned Villagers for growth, team expansion, and working with larger brands.
What’s Next?
With a clear strategy in place, Sam is now focusing on:
Scaling his client base we meet bi weekly to review the prospecting & nurturing strategies
Breaking into larger brand partnerships by partnering and working with large studios as a specialist boutique.
Exploring new market segments that align with Villagers' strengths. We meet every month to discuss his progress and Sam often calls me when he is feeling lost or confused.
Do you relate to Sam's story?
🔹 If you’re a freelancer or agency owner stuck in unpredictable client cycles, I can help you understand your pipeline and the actions you can take to influence it.
🔹 If you struggle to define your positioning, I’ll help you identify your unique advantage in the market.
🔹 If you want a clear plan for growth, we’ll build a strategy that aligns with your goals.
🎯 Identify the Challenge → 🔍 Build a Strategy → 🚀 Take Action 👉 Book a free 30-min call to explore how I can help.
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