In this episode of Retained Trust, host Karl Hughes speaks with John Doherty, founder of EditorNinja. John recounts the winding path from running a marketplace agency to building a thriving productized editing service. The two dig into the challenges of scaling, lessons from running managed marketplaces, and the operational trade-offs of productization. John shares what makes EditorNinja’s model sustainable, why flexible staffing is crucial, and how personal contentment plays a role in entrepreneurial growth. Whether you're scaling an agency or considering productized services, this episode is packed with grounded wisdom.

Key Points From This Episode:

[00:00:00] John Doherty explains why he sold a marketplace business to focus on EditorNinja.

[00:01:48] The early days and first revenue from Credo’s lead generation model.

[00:04:57] Why marketplaces are hard to scale and how the pandemic disrupted a promising trajectory.

[00:07:12] Quality control and margin challenges in marketplace models.

[00:09:27] Building a managed service first as a strategic choice for long-term marketplace potential.

[00:11:25] The power of unfair advantages when launching a new business.

[00:13:02] How EditorNinja built an early talent pool of professional editors.

[00:15:27] The real value agencies add for both clients and freelancers.

[00:18:45] Why productization improves delivery and simplifies operations.

[00:21:38] Flexibility within a productized service—balancing standard offerings with custom needs.

[00:25:20] How productization makes sales more straightforward and scalable.

[00:29:06] Hiring and capacity planning when working with flexible, fractional talent.

[00:31:29] Incentivizing availability with minimum guaranteed payments.

[00:33:08] Why early-stage agencies shouldn’t start fully productized.

[00:36:34] Scaling requires expanding either services or target markets.

[00:38:08] Aligning opportunity vehicles with your skills and ambitions.

[00:41:32] Decoupling personal happiness from business outcomes.

[00:45:30] Reframing interruptions as privileges of entrepreneurship.

[00:47:05] Building an internal and external support network as a founder.

[00:48:59] John’s go-to book: The 4-Hour Workweek by Tim Ferriss.

Links:

• John Doherty on LinkedIn: https://www.linkedin.com/in/johnfdoherty/
• EditorNinja: https://editorninja.com/
• Karl Hughes on LinkedIn: https://www.linkedin.com/in/karllhughes
• Production and editing by The Podcast Consultant: https://thepodcastconsultant.com