IMO for smaller markets, it's oftentimes easier to build a one-off custom solution than to make a generic one-size-fits-all solution. Custom software is high ma

IMO for smaller markets, it's oftentimes easier to build a one-off custom solution than to make a generic one-size-fits-all solution. Custom software is high margin but low volume so there aren't as many opportunities to scale up. I'm working with a client right now at a 30h/wk retainer. I solve problems for them and communicate with the team regularly as if I were an employee. In my experience it's easier to sell your value to the C-suite because they focus more on outcomes than line items or specific tasks. Relationships, reputation and positioning are key.