You don't get niching until you do it: Pete Lynagh, Haul | Ep:005

FREE AGENCY HEALTH SCORECARD (8 questions, instant results): https://moveatpace.com/agency-scorecardPete Lynagh runs Haul (https://haul.agency/) from Mornington, Victoria. Haul is a full-service digital marketing agency that works exclusively with transport and logistics companies. Before Haul, Pete spent over a decade running a generalist agency called Stage Fright Management. A four-year engagement with Border Express, one of Australia's largest logistics companies, showed him how underserved the industry was. He shut the generalist model down and rebuilt around a single vertical.Most agency owners wrestle with whether to niche. Pete went further than that. He killed the generalist business and bet everything on one industry.In this episode we talked about:- The unconventional career arc from electrician to NLP practitioner to agency owner- The four-year Border Express engagement and the moment it changed Pete's direction- What it actually cost to shut down a generalist agency and rebuild around one vertical- How deep industry knowledge changes the sales conversation (you stop selling marketing, you start solving problems operators thought only other operators understood)- The Content Marketing Quadrant: Pete's framework for positioning inside a niche- The Arrow Transport engagement: 53% revenue growth and 472% traffic increase in 12 months- How Haul is using AI without losing what makes the agency specialised- What Pete would tell any agency owner thinking about niching into a single industryPete did not set out to build a sellable business. He set out to build a better one. The result is the same. This episode is about how a genuine niche tightens two value levers at once: sales engine maturity and predictable profitability.---Want to work with me?Take the free Agency Health Scorecard and find out where your agency stands:https://moveatpace.com/agency-scorecard/Join 200+ agency owners getting weekly frameworks:https://moveatpace.com/newsletter/---Connect with me:LinkedIn: https://www.linkedin.com/in/c-mca-0a9b6b160/Website: https://moveatpace.comPodcast hub: https://moveatpace.com/podcast/Email: [email protected]#ExitReady #MoveAtPace #AgencyOwner #AgencyGrowth #AgencyScaling