Scaling a business to $1M ARR is tough, especially in an emerging market where the road isn’t well-paved. That’s exactly what Andrew Bloch did with his agency Kaomi. From leveraging his niche to mastering client retention and setting up his next venture, Andrew managed to turn the challenges he faced into a winning playbook.
In this issue, we’ll break down Andrew’s approach, uncovering exactly what it takes to build a niche agency, lock in long-term contracts, and prep for a powerful exit.
Let’s dive in.
Combine PPC and SEO for a Unique Market Offer
When Andrew launched Kaomi, he didn’t attempt to be a jack-of-all-trades. He started with a laser focus on PPC and eventually combined it with SEO creating a service package that no other agency was offering in South Africa.
Andrew observed a huge gap: agencies in South Africa were either trying to do it all or weren’t specializing deeply enough to provide serious results. By initially focusing on PPC and then expanding into SEO as a complementary service, Kaomi developed a hybrid offer that delivered all-around growth.
This specialized approach enabled Kaomi to win high-spending clients, such as Cars.co.za and Sportingbet. “There was almost no competition for these clients because we had a unique value proposition,” Andrew explained. “Most clients didn’t even know the difference between PPC and SEO they just cared about growth, and we offered it in one package.”
By offering PPC and SEO together, Kaomi positioned itself as the go-to partner for businesses in need of both services—a rarity in the South African market. This unique positioning gave Kaomi a competitive edge, allowing them to address client needs holistically and making it challenging for other agencies to compete on the same level.
Takeaway
To create your own winning offer, start with a niche or a core service and then identify additional services that provide more value to clients in combination. Look for complementary offerings that will help clients reach their goals faster, and use this combination to position yourself as the go-to provider.
Pitch to CEOs and CFOs, Not Just Marketing Teams
Andrew learned early that talking to marketing teams often meant drawn-out sales cycles and lower value. Instead, he went straight to the top, pitching Kaomi’s services directly to CEOs and CFOs.
To appeal to decision-makers, Andrew framed Kaomi’s value proposition around revenue growth and cost savings rather than technical PPC and SEO specifics. “We’d say, ‘We’re going to reduce your ad spend while growing your revenue by 20-30%,’” he shares.
This simple yet impactful pitch, focused on outcomes, allowed Kaomi to build relationships at the executive level, securing high-ticket, long-term contracts.
Takeaway
Positioning your agency as a true driver of business growth builds high-value relationships at the executive level.
When CEOs see your work impacting their bottom line, they’re more likely to trust and rely on you as a strategic partner—one whose insights directly support their vision and success.
Tailor your pitch to speak directly to the C-suite. For CEOs, emphasize growth; for CFOs, focus on ROI and efficiency. Keep the conversation high-level, focusing on business outcomes and leaving out jargon that doesn’t resonate with their concerns.
Strengthen Client Retention with Quarterly Face-to-Face Meetings
Most agencies struggle with retention. Kaomi, however, maintained an average client contract length of 4.5 years.
Andrew credits this to a unique, high-touch approach: quarterly “director trips” to meet clients in person.
These face-to-face meetings allowed Kaomi to develop close, trust-based relationships with clients across South Africa.
“We flew across the country every quarter to meet clients. The hands-on approach made us more than just a vendor—we became part of their team,” Andrew explains.
By establishing genuine relationships, Kaomi was able to position itself as an essential partner in each client’s growth.
Takeaway
By providing exceptional value and embedding yourself deeply within your clients’ businesses, your service becomes much more sticky.
You’re not just a vendor, you’re a trusted advisor they rely on.Schedule quarterly check-ins with your clients, even if they’re virtual.
Use these meetings to discuss not just the results but also their business goals and challenges.
The personal touch builds loyalty and reinforces your role as a long-term partner.
Price for Value and Keep Raising Rates
Pricing is one of the biggest hurdles for any agency especially when operating in markets where budgets tend to be leaner.
But Andrew took an assertive approach: he set Kaomi’s rates high from the start and raised them whenever he could.
Rather than basing pricing on market norms, Andrew set prices based on Kaomi’s impact. “We just kept increasing rates until we met resistance,” he said.
Kaomi’s reports often went straight to the board level, so Andrew knew clients would value a premium approach.
By speaking directly to executive teams, he positioned Kaomi as a high-value service, which justified the price tag.
This approach not only kept Kaomi profitable but also attracted clients who were serious about long-term growth.
Takeaway
High pricing doesn’t just boost revenue; it sends a message about your agency’s authority and the results you deliver.
Evaluate your pricing based on the value you provide, not just market averages. Don’t be afraid to set rates that reflect the impact of your work, especially if you’re dealing with C-level clients.
Keep raising rates until you meet resistance; it’s often a sign of strong demand.
Consider Market Size and Competition Before Expanding Internationally
When Andrew looked to expand beyond South Africa, he quickly realized that market conditions varied greatly. South Africa had a lower density of agencies per client compared to the UK, which meant less competition.
