Scale a Service Business with a Signature Method | Tory Burch Foundation

You did it. You launched your business, turned an idea into income and gained some traction. But as demand grows, the inevitable happens: there aren’t enough hours in the day. You’re booked up, spread thin, and burned out. It’s time to scale your service business.    

Enter Megan Hale, a scaling strategist who joined our webinar series to share how service-based businesses—like coaches, therapists, and consultants—can do so sustainably while increasing revenue. It’s a lesson this former psychotherapist learned the hard way. In 2017, with a toddler at home, a newborn on the way, and a husband about to be deployed, she had just 10 hours a week to work. Her one-to-one client model wasn’t going to cut it anymore. She needed a smarter structure—so she created one.

“I had to make it work with limited resources, limited energy, and limited support,” said Hale, who also founded Dream Money, the revenue-planning software. “By creating a repeatable process that’s built on a signature methodology, I shifted my business trajectory. It was a game-changer.”

WHEN IS IT TIME TO SCALE?  

It’s time to scale when one or more of the following apply to you:

• You’re maxed out on time and revenue. Other than raising prices, scaling is your only other option for serious growth.
• You want to reach more people and expand your impact.
• There’s no room (or price point) for new clients.
• Your business relies on your presence—which means revenue takes a hit when you get sick or go on vacation.  

By creating a repeatable process that’s built on a signature methodology, I shifted my business trajectory. It was a game-changer.

THE IMPORTANCE OF A SIGNATURE METHOD.

If you’ve ever thought about moving from a one-to-one to a one-to-many model for scaling, you know that challenges abound. Your clients and their problems are unique, which means they often need custom support.  

“It’s very rare that every single client is going to need the exact same thing,” said Hale, adding that solo interactions allow for much-needed flexibility, not to mention intimacy. “The depth and the connection you form in the relationships—people fear missing out on it.”

That’s why Hale designed what she calls a signature method, a way to scale with less effort and more intention. “It’s agile, highly customizable, and delivers consistent results while designing offers that prioritize your desired level of intimacy,” she said..  

In basic terms, a signature method is how you get people from A (where they are now) to Z (where they want to be). It’s the way you show up for your clients. Think of it as your elusive secret sauce, what differentiates you from others doing similar work. And while this can be notoriously hard to define, Hale makes it easy with her Wisdom Model.

HOW TO CREATE YOUR OWN: USE THE WISDOM MODEL.

Simply identify four key factors to map out your lived experience—or “wisdom.” Having your own signature method is crucial when you’re scaling your team. It trains new staff on your methodology and company culture. More than that, it drives brand cohesion, marketing focus, and client referrals, helping you earn trust and stand out.

Core Result

This is what you help people achieve. It’s the heart of your work, what you want to be known for, the transformational point Z.

Core Pillars

What do your clients need to master for the core result to be possible?

Core Values

What matters most to you in how you do business? By clarifying your values, you can attract clients who truly align—your “soulmate clients,” as Hale describes them.

Core Curriculum

These are the concepts, skills, tools, and philosophies you teach your clients. It could be, for instance, a lesson on financial literacy, a goal calculator, or a specific exercise you guide them through.

Don’t get hung up on wording. Focus on the concepts and your areas of expertise. “You’re creating a framework,” said Hale. “It’s kind of like a puzzle, you’re figuring out what goes where. The language can take time to dial in.” So, leave space for evolution.

THE ANATOMY OF A SUSTAINABLE BUSINESS MODEL.

Once your signature method is in place, use it to guide a full suite of services. It should be a mix of one-to-one and one-to-many offers, all structured within a four-tier pyramid—each level drawing your clients deeper and deeper into your work for sustainable, exponential growth.

The best part? The pyramid is actually a loop. The base layer continually feeds the offers above it so there’s always a natural next step to keep clients engaged. 

Here is how Hale recommends turning your signature method into offerings based on a pyramid:

Brand Awareness

This is your entry point, the top of the pyramid where potential clients first discover you. It’s made up of free or low-cost content: social media, podcasts, blogs, and the like. It’s where people get to know you, what you do, and why it matters.

Introductory Offer

This is the initial glimpse of your signature method. Low-cost and low-commitment, it’s a step into your world and helps people gauge whether your approach and values resonate with them. Examples include a live course or a group workshop.

Mid-Tier Offer(s)

There are two types of mid-tier offers—you can sell one or both. The first is quick-touch and easy to execute, like a membership club or an advanced certification. The second, on the other hand, is more high-touch, high-rapport, and intensive—think one-on-one coaching, a VIP event, or a retreat.

Foundational Offer

This offer is exactly as it sounds—it’s the foundation of your business, where your complete signature method comes to life. Whether it’s a multi-month group program or a mastermind certification, here is where your clients get the deepest level of support and transformation.

Pro Tip: When brainstorming your suite, start with the foundational offer—and only do one at a time. Not only is it going to create the biggest transformation for your clients—and require you to build out the most intellectual property—it’s going to be your highest-ticket service so you can drive massive revenue with a smaller audience.

Remember, you can always repurpose, say, the first lesson from the foundational offer to create your introductory offer. “Work hard once, leverage the rest,” Hale said.

“The goal is to make this generate 60% to 100% of your minimum viable revenue (MVR), which is how much your business needs to earn to cover seven key financial needs for a full year,” explained Hale. Those seven key financial needs will change from founder to founder, but likely include things like your owner’s draw and retirement contributions. Use Hale’s calculator to get clear on what those numbers are for you. “This is what will establish your cash flow and will inform many strategic decisions for you and your business.”