Specializing is scary. But focusing on one high-growth niche can take your agency to multiple seven figures without working harder.

If committing to one niche feels risky, Erica’s story will show you what’s possible on the other side.

This week, I’m joined by Erica Hakonson, CEO of Maven Collective Marketing, an agency that went all in on one niche: Microsoft Partners.

And here’s the wild thing…

Once they declared that focus, clients didn’t hesitate, they started saying:
“How have we not heard of you yet?”

This episode is packed with real talk about what it takes to go narrow, go deep, and build trust that actually compounds. Erica shares how they became the go-to marketing partner in the Microsoft Partner ecosystem, and how research, relationships, and restraint have fueled their growth.

Here’s what we cover:

• Why declaring a single niche was the turning point
  How proprietary research changed the game
• What it takes to deeply onboard and upskill a team
• The upside of saying no to wrong-fit clients and hiring before you feel ready

If you’re wrestling with whether going all in on a niche is “too limiting,” this episode will shine light.

🎧 Listen in, and then share it with a fellow agency owner who needs to hear it.

Resources mentioned:

• Maven Collective Website: https://mavencollectivemarketing.com
• LinkedIn: Erika Hakonson
• Youtube: Maven Collective

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep133

Podcast Edits by Lindsay Curtis

A lot of agency owners want deeper community but quietly assume it doesn’t really exist.

They’ve been in rooms where everyone’s guarded. Where conversations stay surface-level. Where “collaboration” is just a buzzword.

That quiet belief—“it would be nice, but that kind of network probably isn’t out there”—can keep you stuck, going it alone.

But I’ve seen what happens when the right people show up. And that’s exactly what this episode explores.

In this episode of the Small But Mighty Agency podcast, I’m pulling back the curtain on what happens inside Agency Together, a curated referral network built on clarity, connection, and trust.

These are the kinds of wins that don’t happen by accident.
They happen in the right room, with people who actually show up for each other.

🎧 Inside the episode, you’ll hear:
→ The referral ripple that turned a values-aligned intro into a five-figure client
→ A collaborative project that united multiple agencies to expand niche visibility
→ How one operational insight helped uplevel a team and increase retention
→ Why one agency’s clarity and strategy led to a fully booked quarter
→ And how generosity around AI and systems created real time-saving results for others

If you’ve been skimming the surface but craving strategic, supportive relationships to grow your agency, this episode is your invitation.

Real wins happen when people stop “just” networking and start building together.

💡 Tune in now to hear what’s possible.
👥 Already know you’re ready for more community, more generosity, and less guarded growth?
Join us at agencytogether.com

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep131

Podcast Edits by Lindsay Curtis

You probably don’t need more leads.

That might sound counterintuitive, especially when every sales post says the opposite.

But what looks like a lead problem is usually something else:
→ A relationship problem
→ A misaligned positioning problem
→ A missing structure for managing trust

You’ve got people in your orbit—clients, collaborators, past leads, curious followers.
But if you’re not engaging those relationships intentionally?
Your growth stays inconsistent. Your pipeline stays unpredictable.

We’ve all heard it: “Your network is your net worth.”
But here’s what that really means for Small But Mighty agencies:

Your network isn’t just a list of contacts. It’s your relationship management system.
And managing that network isn’t marketing—it’s sales.
Sales built on trust.

To make that work, you need clarity:
✔ Who are the people that actually grow your business?
✔ What role do they play in your network?
✔ How are you staying connected to them consistently?

That’s what we’re unpacking in this episode.

Inside, you’ll learn:

• Why “more leads” isn’t always the answer (and what is)
• The 3 relationship roles every agency needs to grow: Referrers, Collaborators, Amplifiers
• How to shift from chasing connections to curating a high-trust network
• Why relationship management is your most underutilized sales strategy

Because when you stop networking randomly and start building relationships on purpose?
That’s when growth starts to feel lighter and less of a hamster wheel.

Resources & Links:

• Join the next Agency Together Strategic Partnership Mixer
• Connect with Audrey on LinkedIn → linkedin.com/in/kwanaudrey

Hey thanks for hanging out with me at the Small But Mighty Podcast. If you enjoyed this episode it would mean the world to me if you hit the follow or subscribe button in your podcast app and share it with a friend. And I’ll see you on the next one.

Get the full show notes and more information here: https://audreyjoykwan.com/podcast/ep131

Podcast Edits by Lindsay Curtis