Building an Empire with a Single Brick: Meet Patrick McKenzie

What happens when you hit a bill rate that nobody wants to pay? (e.g. $50k/week or something ridiculous)

There has to be a limiting factor somewhere.

"Would love to read more about how that worked. I thought my $180/hour with $1k per diem for on-site was phenomenal. Jeez, I need to charge more."

Maybe not so fast.

To me the 30k is (most likely) editorial hyperbole which is not to say Patrick didn't make $30k on some weeks.

If you can make (repeatedly) 30k per week (or even 15k per week) that's a boatload of money on a yearly basis. So I would imagine that while Patrick had 1 or 5 jobs that might have paid that much, he determined that there would not be a continuing stream of work at that rate. Multiply that by 52 and see what you come up with.

If you could continue to charge that kind of money (and perceived a continuing demand) you could most certainly afford to hire someone to offload some of the work that is done (both admin, sales and actual consulting) to less qualified people that you could then oversee. After all not everything that a consultant like Patrick does needs to be done by Patrick. Similar to what attorneys do and other consulting firms do.

It is no secret to anyone who is in business that there is elasticity in pricing such that you can jack up prices on some occasions and some people will pay those rates. As such it's possible that you (the parent comment) are charging (at the rates you are charging) less than your value. But it's also possible that you would get drastically less work if you charged more than your per diem offsite. Even if a large consulting firm is able to charge 5x as much. (Or Patrick).

As a general rule, what I have found with pricing, is that it often pays to charge on a per project basis as opposed to a time basis. I find this to be true in both how I charge (I do a small amount of consulting on the side (not the main thing I do, but close to 6 figures last year)) and how I buy consulting.

If I need something done and the person says "$5000 for the project" that is easier to spend to "solve a problem" then $750 per hour or "$1000 per hour and it will take me 5 hours". See the difference? On the other hand if you perceive the total cost of the project is many hours and you are willing to sell those hours for $100 per hour it may pay to price like that. It all depends on the circumstance.

(Disclaimer: I've been an employee and a product startup founder but never a consultant.)

I think the key idea here is that you can change who you hang with in consulting. The world is a really big place, and it's filled with some people who are willing to pay a lot for the particular services you offer, and a lot of people who are not willing to pay a lot. Raising your rates just means that you will self-select for engagements with the people who are willing to pay a lot.

When you're an employee, your pool of opportunities is significantly more limited, at least unless you're willing to change jobs. So it's a lot harder to convince people to pay you more.

The key mindset shift you need is the ability to a.) put yourself out there and let yourself be found by the folks who are willing to pay a lot and b.) say no to the people who are not willing to pay a lot. (Also c.) get laughed at by folks who think it's ridiculous how much you're charging.) This is uncomfortable for a lot of people; it's still uncomfortable to me, which is why I'm not a consultant at this point, although it's also a very necessary skill for a startup founder and so I'll probably have to learn it and make peace with it anyway on my current trajectory.

The limiting factor is how much value you add to their business. That can be a lot, eg. I could easily imagine patio11 adding $50K of value in a week's time by introducing a marketing campaign that sells $500K of product, or Matasano adding that much value by fixing a security hole that would cost more than $1M in lost goodwill.

One of my fiancee's B-school professors specializes in pricing theory. He can make several million dollars in one consulting engagement, because he tells companies where they should price their products to maximize revenue, and so he just needs to charge some fraction of ($new_revenue - $old_revenue), which is usually measured in millions.

Use of the word outside of scientific contexts often confuses people, because the common verb "falsify" has a completely different meaning.