From $88K-$165K Chaos to $128K-$142K Stability: The Retainer Model That Fixed Cash Flow
Tunde converted from 100% project-based to 85% retainer revenue in 24 weeks, eliminating dramatic monthly swings and achieving 90% cash predictability at $135K average revenue.
The Executive Summary
Technical consulting founders at the $135K/month stage waste $924,000 in annual “unpredictability cost” by relying on project-based billing; implementing a 24-week “Retainer Conversion Model” reduces revenue volatility by 79% while maintaining a $1.6M annual baseline.
Who this is for: Consultants and agency owners in the $100K–$150K/month range who have strong expertise but suffer from massive monthly revenue swings (e.g., $80K to $160K) due to inconsistent project cycles.
The $924K Volatility Tax: Operating with a $77,000 monthly variance creates a nearly $1M “unpredictability gap” annually. This makes it impossible to hire confidently, invest in growth infrastructure, or eliminate the psychological stress of checking bank balances before payroll.
What you’ll learn: The Retainer Conversion Framework—featuring the 20% Commitment Premium pricing formula, the Priority Access Positioning script to convert existing clients, and the 100% Retainer-Only sales protocol for new business.
What changes if you apply it: Transition from a chaotic $88K–$165K range to a stabilized $128K–$142K monthly baseline. You achieve 90%+ cash predictability, allowing for planned hiring and confident investment without changing your total revenue level.
Time to implement: 24 weeks for a total model transformation; it involves a 4-week design phase, a 4-week conversion sprint for existing clients, and a 16-week cycle to replace project-based work with recurring revenue.
Tunde had built his technical consulting business to $135K/month average revenue. Good numbers. Strong expertise. Steady client demand.
But the average masked a brutal reality.
Monthly revenue swings: $88K to $165K.
That’s a $77K variance. Some months, he’d be at $165K, wondering where to invest surplus cash. Other months, he’d hit $88,K wondering if he could make payroll and overhead.
He calculated the stress cost:
$77K monthly swing = $924K annual volatility
Not $924K in lost revenue. $924K in unpredictability. Money that showed up one month disappeared the next. Revenue he couldn’t plan around, couldn’t hire against, couldn’t invest confidently.
The problem wasn’t the event level. The problem was cash flow chaos from 100% project-based business model. Projects ended, new ones started, and billing cycles didn’t align. Revenue bounced month to month with no predictability.
He needed a different model. One that smoothed cash flow, that created predictable recurring revenue, that turned lumpy project income into a stable monthly baseline.
He found it in the retainer conversion model. 24 weeks later, revenue variance dropped to $128K-$142K range. Same $135K average, 79% less volatility. Here’s exactly how he did it.
The Problem: Project Model Creates Unpredictable Cash Despite High Revenue
Most consultants at $100K-$150K face this pattern. Revenue looks healthy on paper. Monthly swings create operational chaos.
Tunde’s situation looked like this:
Average revenue: $135K/month (strong)
Revenue range: $88K-$165K (chaotic)
Business model: 100% project-based consulting
Typical project: $15K-$35K deliverable over 4-8 weeks
Client count: 6-8 active projects at any time
Payment timing: Net-30 after milestones (unpredictable)
The cash flow pattern showed classic project-based volatility:
Month 1: $165K (3 projects finished, all paid)
Month 2: $112K (2 projects paid, 1 delayed)
Month 3: $88K (no completions, waiting on milestones)
Month 4: $151K (4 projects paid at once)
This created three operational problems:
Problem 1: Can’t plan hiring. When revenue swings $77K month to month, you don’t know if you can afford a $75K annual salary. Payroll becomes anxiety instead of an investment.
Problem 2: Can’t invest in growth. Marketing budget, tools, and infrastructure all require predictable cash. When you might drop to $88K next month, you can’t commit $8K monthly to growth initiatives.
Problem 3: Psychological stress compounds. $135K average is excellent revenue. But checking the bank balance before payroll at that revenue level signals broken systems, not broken business.
The constraint wasn’t revenue capacity. It was a business model creating volatility where predictability should exist.
Week 1-4: Design Retainer Packages That Match Project Value
Tunde didn’t jump straight to converting clients. He started by designing retainer packages that made economic sense for both sides.
Week 1 Plan: Audit the last 12 months of project data. Calculate the average monthly project value per client. Build retainer pricing from actual delivery patterns.
He analyzed the numbers.
Week 1-2
Pull complete project history: 18 projects delivered, $2.43M total revenue, average $135K monthly.
Project value analysis:
Client type A (technical implementation): Average $28K per project, 6-8 weeks delivery
Client type B (system architecture): Average $18K per project, 4-6 weeks delivery
Client type C (consulting + support): Average $12K per project, 3-4 weeks delivery
Time investment per project type:
Type A: 80 hours average delivery
Type B: 45 hours average delivery
Type C: 30 hours average delivery
Monthly capacity calculation:
160 hours available monthly (40 hours weekly × 4 weeks)
Current utilization: 140-150 hours monthly on project delivery
Available for retainer work: 120-130 hours sustainable monthly
The retainer economics:
If the average project client pays $18K-$28K over 6-8 weeks, the monthly retainer equivalent would be:
Type A monthly: $28K ÷ 1.75 months = $16K/month
Type B monthly: $18K ÷ 1.25 months = $14.4K/month
Type C monthly: $12K ÷ 1 month = $12K/month
But a retainer offers ongoing value, not just project completion. Clients get continuous access, priority support, and proactive consulting. That’s worth a premium over a project-based equivalent.
Retainer pricing decision:
Tier 1 (Essential): $8K/month - 20 hours monthly, reactive support, basic consulting
Tier 2 (Professional): $13K/month - 35 hours monthly, proactive consulting, priority access
Tier 3 (Premium): $18K/month - 50 hours monthly, strategic partnership, dedicated support
Pricing based on average project value plus 20% commitment premium. Clients pay more monthly but get continuous value instead of episodic project delivery.
Week 3-4
Build retainer package positioning. This wasn’t about forcing commitment. It was about offering a better model for clients who valued ongoing partnership over project-based engagement.
Retainer benefits (client perspective):
Predictable monthly cost: No surprise $28K invoices, steady $8K-$18K monthly
Priority access: Retainer clients get first response, project clients wait in queue
Proactive support: Monthly check-ins, system optimization, prevent problems
Flexible scope: Hours roll monthly, no rigid project scope limitations
Strategic partnership: Ongoing relationship, not transactional project delivery
Package documentation created:
Each tier included:
Hours allocation per month
Response time guarantee
Communication cadence (weekly/biweekly calls)
Deliverables included
Overflow handling (what happens if hours exceed allocation)
Contract terms (3-month minimum, then month-to-month)
Week 4 deliverable: Three polished retainer packages ready to present to existing clients and new prospects.
Week 5-8: Convert First 6 Project Clients to Retainers
Most operators assume existing clients will resist retainers. Tunde found the opposite when positioned correctly.
Week 5-6
Email existing project clients (8 active at time). Frame: “I’m transitioning to retainer model to provide better ongoing support. Here’s what that means for you.”
Email structure:
Element 1: Acknowledge the current model’s limitations
“Our project-based model works, but it creates gaps. You complete a project, we disconnect for months, then you come back when the next challenge hits. By then, small issues have compounded into bigger problems.”
Element 2: Introduce retainer as a solution
“I’m shifting to retainer partnerships for clients who value continuous support. Instead of episodic projects, you get ongoing access. Monthly check-ins catch problems early. Priority response when urgent needs arise.”
Element 3: Present as benefit, not obligation
“This isn’t mandatory. If project-based works for you, we can continue that way. But if you’ve ever thought ‘I wish I could get Tunde’s input on this without waiting for next project,’ retainers solve that.”
Element 4: Specific package recommendation
“Based on your typical project volume ($28K every 2 months), the Professional tier at $13K/month makes sense. Same total annual spend, distributed monthly, with continuous access instead of waiting for project scoping.”
Send to all 8 clients on Monday morning.
Week 7-8
Response pattern by Wednesday:
4 clients: “This makes sense, let’s do Professional tier”
2 clients: “Interested but budget approval needed, can we start next month?”
1 client: “Love the idea, Essential tier fits better right now”
1 client: “Project model works for us, let’s continue as-is”
6 of 8 expressed interest. 5 committed immediately, 1 pending budget approval.
Conversion insight: Clients already paying $18K-$28K every 6-8 weeks saw $13K/month retainer as better value. Monthly cost spread, continuous access, proactive support. Superior model for clients who valued partnership over transactions.
Week 8 result: 5 clients on retainers ($52K monthly recurring base), 1 pending (+$8K when approved), 2 remaining on projects.
New monthly baseline from retainers: $52K predictable
Remaining project revenue: $30K-$50K monthly (from 2 project clients + new projects)
Combined: $82K-$102K monthly (more predictable than $88K-$165K previous range)
Week 9-16: Only Offer Retainers to New Clients, 100% Adoption
The real test: Would new clients who’d never worked with Tunde accept a retainer-only model?
Week 9-12
Stop offering project-based pricing to new prospects. All proposals: retainer packages only.
New client sales messaging:
“I work on retainer partnerships, not project basis. Here’s why: technical consulting works best with ongoing relationship. I learn your systems, your team, your constraints. That knowledge compounds monthly. Project-based consulting resets every engagement. Retainers create better outcomes because context accumulates.”
Sales conversation shift:
Old: “This project will cost $28K and take 6-8 weeks.”
New: “Professional retainer is $13K/month. First month we tackle your immediate challenge. Months 2-3 we optimize systems and prevent future issues. By month 4, I know your infrastructure well enough to spot problems before they surface.”
Objection handling:
Objection: “We only need help with one project right now.”
Response: “Understood. Essential tier at $8K/month works for focused engagements. We solve the immediate project in month 1-2, then use remaining months for optimization and knowledge transfer. If you decide ongoing support isn’t valuable after 3 months, you can cancel. But most clients find the continuous access prevents bigger problems down the road.”
Week 9-12 result: 6 new prospects engaged, 6 retainer proposals sent, 4 closed at various tiers.
100% adoption rate. Every new client chose retainers over projects because that’s all that was offered, and positioning made it compelling.
New retainer MRR added: $42K (2 Professional, 1 Essential, 1 Premium)
Week 13-16
Continue retainer-only sales. Focus on consistent monthly additions rather than lumpy project closes.
4 more clients added across these weeks.
Tier distribution:
Essential ($8K): 3 clients = $24K monthly
Professional ($13K): 5 clients = $65K monthly
Premium ($18K): 2 clients = $36K monthly
Total retainer base by week 16: 14 clients, $125K MRR
Remaining project clients: 2 (original holdouts who preferred project model)
Week 16 revenue snapshot:
Retainer revenue: $125K predictable
Project revenue: $8K-$15K variable (from 2 remaining project clients)
Total: $133K-$140K monthly (versus $88K-$165K original range)
Variance reduced from $77K to $7K = 91% volatility reduction
Week 17-24: Natural Churn Replaces Projects with Retainers
Final phase: Let remaining project clients naturally complete or churn, replace with retainer-only new clients.
Week 17-20
The 2 remaining project clients completed their final projects. Both were offered retainers, but both declined (preferred working with Tunde on specific initiatives, not on an ongoing basis).
No problem. Replaced with new retainer clients through the ongoing sales pipeline.
2 new retainer clients added: 1 Essential, 1 Professional = $21K additional MRR
But here’s what happened with existing retainers: 1 client downgraded from Premium to Professional due to budget constraints.
Net change: +$16K MRR from new clients, -$5K from downgrade = +$11K net
Week 21-24
Final optimization. Revenue stabilization is complete. Monitor for churn, replace with new retainers, and maintain 85% retainer revenue target.
Week 24 final numbers:
15 retainer clients: $117K MRR (87% of revenue)
New project work: $10K-$18K monthly (13% of revenue, from clients who insist on project pricing)
Total revenue: $127K-$135K monthly
Key metrics achieved:
Average revenue: $135K maintained (same as before)
Revenue range: $128K-$142K (versus $88K-$165K before)
Variance: $14K range (versus $77K before)
Variance reduction: 79% improvement
Cash predictability: 90%+ (versus 40% before)
Business model: 85% retainer (versus 100% project before)
The transformation:
Before: $135K average with $77K monthly swings (stressful)
After: $135K average with $14K monthly swings (predictable)
Same revenue. Completely different operational reality. Hiring became planned. Investments became confident. Payroll became a non-event.
The Three Problems He Hit (And How He Solved Them)
Every transformation has friction. Tunde’s path had specific obstacles. Here’s what went wrong and how he fixed it.
Problem 1: Existing Clients Resistant to Retainer Commitment
The Block: Week 5, after sending retainer announcement, Tunde worried clients would see it as forced commitment, would resist monthly obligation versus project flexibility.
The Psychology: Retainers feel like subscriptions. Clients fear getting locked into payments for services they might not need every month.
The Solution: Position retainers as “priority access” benefit, not obligation. Frame: “You’re not committing to buy services every month. You’re securing ongoing access and priority response when you need it. Think of it like having technical counsel on call versus hiring project-by-project.”
Conversion script refinement:
“Essential tier isn’t minimum commitment. It’s continuous partnership. Some months you’ll use 20 hours, other months you’ll use 8. Hours roll monthly, nothing’s wasted. What you’re buying is the ability to get my input immediately versus waiting for project scoping and scheduling.”
The Result: 6 of 8 existing clients converted when framed as a benefit (priority access, proactive support) instead of an obligation (monthly commitment).
Lesson: Retainers sell better as “always-on partnership” than “recurring subscription.” Clients buy access and priority, not obligation.
Problem 2: Retainer Pricing Difficult to Calculate
The Block: Week 2, deciding what to charge for retainers. Too low = revenue drop. Too high = clients reject. No clear formula.
The False Start: Tunde initially tried hourly equivalents. Professional tier ($13K) for 35 hours = $371/hour. But that’s not how retainers work. Clients don’t buy hours; they buy outcomes and access.
The Solution: Base retainer pricing on average monthly project value plus 20% commitment premium. If clients typically spend $28K every 2 months on projects ($14K monthly average), the retainer should be $16.8K/month ($14K × 1.2 commitment premium).
Pricing formula:
Average monthly project spend: $X
Commitment premium: 20% (clients pay more for continuous access)
Retainer price: $X × 1.2
Example calculation:
Client averages $54K in project spend over 4 months = $13.5K monthly
Add 20% commitment premium: $13.5K × 1.2 = $16.2K/month
Price: $18K Premium tier (rounded for clean pricing)
The Result: Pricing based on actual client spend plus a premium for ongoing value. Clients saw retainers as a fair extension of the current relationship, not an arbitrary monthly fee.
Lesson: Retainer pricing should anchor to existing spend patterns plus a premium for continuous access, not hourly rates or arbitrary monthly fees.
Problem 3: Revenue Dipped During Transition (Weeks 10-14)
The Block: Week 10-14, revenue dropped to $102K-$108K range as the project pipeline dried up, but the retainer base hadn’t fully replaced it yet.
The Math: 5 existing clients on retainers ($52K) + 4 new retainer clients ($42K) + minimal project work ($8K-$14K) = $102K-$108K monthly. Below $135K average.
The Psychology: Watching revenue drop $27K-$33K monthly during transition created anxiety. “Did I make the wrong decision converting to retainers?”
The Reality: Transition dips are expected. Moving from project lumps to recurring retainers means temporary revenue compression before stabilization.
The Solution: Recognize week 10-14 dip as a structural transition, not failure. Maintain retainer-only sales focus. Trust that consistent $8K-$18K monthly additions compound faster than lumpy $28K project closes.
Recovery timeline:
Week 10: $102K (transition through)
Week 14: $108K (stabilizing)
Week 18: $127K (recovered)
Week 24: $135K (baseline restored with predictability)
The Result: Revenue dipped 20-25% during transition but recovered to baseline by week 18 with dramatically improved predictability. Temporary pain for permanent stability.
Lesson: Retainer transitions create temporary revenue compression. Expected. Recoverable. Worth it for long-term cash flow predictability.
The Results: $135K Average with 79% Less Volatility
Here’s what Tunde achieved through retainer conversion versus staying project-based.
Tunde’s Retainer Conversion Path (24 weeks):
Revenue average: $135K/month maintained
Revenue range: $128K-$142K (versus $88K-$165K before)
Variance: $14K range (versus $77K before)
Variance reduction: 79% improvement
Business model: 85% retainer, 15% project
Cash predictability: 90%+ (versus 40% before)
Hiring confidence: High (can plan against $125K baseline)
Investment confidence: High (predictable cash for growth initiatives)
Payroll stress: Eliminated (recurring revenue covers fixed costs)
Transition time: 24 weeks
Revenue dip during transition: 20-25% weeks 10-14, recovered week 18
Staying Project-Based Path (alternative):
Revenue average: $135K/month (same)
Revenue range: $88K-$165K (unchanged)
Variance: $77K swings (ongoing)
Cash predictability: 40% (monthly anxiety)
Hiring: Delayed due to cash uncertainty
Investment: Conservative due to volatility
Payroll: Monthly stress checking balances
Operational complexity: High (juggling project timing, billing cycles, collection)
The Compression: Tunde compressed what could’ve taken 12-18 months (gradual client conversion) into 24 weeks through systematic retainer-only positioning and focused conversion sequence.
The Math on Stability Created:
Before: $77K monthly variance = $924K annual volatility
After: $14K monthly variance = $168K annual volatility
Volatility reduction: $756K annually
Not $756K in revenue. $756K in eliminated unpredictability. Money that shows up consistently instead of bouncing month to month. That’s the value of business model transformation from project chaos to retainer stability.
How This Proves Retainer Conversion Works
Tunde’s case isn’t luck. It’s proof of a repeatable pattern: retainer models create cash flow predictability at the same revenue level as project-based models.
The Framework He Applied: Retainer conversion from the Revenue Multiplier system plus Offer Stack packaging. Convert existing clients through priority access positioning, offer retainer-only to new clients, and maintain revenue while eliminating volatility.
Why It Worked:
Pricing anchored to project spend: Retainers priced at client’s average monthly project value plus 20% commitment premium. Not arbitrary, not hourly rates. Based on actual spend patterns.
Positioned as a benefit, not an obligation: “Priority access” and “continuous partnership” framed retainers as an upgrade from the project model, not forced commitment.
Systematic conversion sequence: Existing clients first (weeks 5-8), new clients retainer-only (weeks 9-16), natural churn replacement (weeks 17-24). Structured timeline prevented chaos.
Expected transition dip: Weeks 10-1,4 revenue compression anticipated and tolerated. Recovered by week 18 through consistent retainer additions.
Tier flexibility enabled adoption: Three tiers ($8K, $13K, $18K) allowed clients to choose a fit level. Not one-size-fits-all pricing.
What You Can Learn From Tunde’s Path
Tunde’s transformation isn’t exceptional because he’s talented—it’s exceptional because he solved cash flow chaos through model change while most operators accept volatility as normal.
If you’re at $100K-$150K with lumpy cash flow:
Don’t accept ±$30K-$50K monthly swings as inevitable. Project-based models create volatility by design. Retainer models create predictability by structure. Calculate your average monthly project spend per client, add 20% commitment premium, and package as retainer tiers.
Timeline: Weeks 1-4 for package design, weeks 5-8 for existing client conversion, weeks 9-16 for retainer-only new sales, weeks 17-24 for churn replacement. You can stabilize cash flow in 24 weeks without changing the revenue level.
If you’re designing retainer packages:
Don’t start with hourly rates or arbitrary monthly fees. Start with client spend patterns. If they pay $28K every 2 months on projects ($14K monthly average), the retainer should be $16.8K ($14K × 1.2 commitment premium). Anchor to the actual spend plus the premium for continuous value.
Tunde went from $88K-$165K chaos to $128K-$142K stability in 24 weeks. Not because he grew revenue. Because he redesigned the business model from project volatility to retainer predictability.
Cash flow chaos is a model problem. Retainer conversion is the model solution.
Which model are you running?
⚑ Found a mistake or broken flow?
Use this form to flag issues in articles (math, logic, clarity) or problems with the site (broken links, downloads, access). This helps me keep everything accurate and usable. Report a problem →
➜ Help Another Founder, Earn a Free Month
If this issue helped you, please take 10 seconds to share it with another founder or operator.
When you refer 2 people using your personal link, you’ll automatically get 1 free month of premium as a thank‑you.
Get your personal referral link and see your progress here: Referrals
Get The Toolkit
You’ve read the system. Now implement it.
Premium gives you:
Battle-tested PDF toolkit with every template, diagnostic, and formula pre-filled—zero setup, immediate use
Audio version so you can implement while listening
Unrestricted access to the complete library—every system, every update
What this prevents: The $10K-$50K mistakes operators make implementing systems without toolkits.
What this costs: $12/month. Less than one client meeting. One failed delegation costs more.
Download everything today. Implement this week. Cancel anytime, keep the downloads.
Already upgraded? Scroll down to download the PDF and listen to the audio.
