Josh Berg — Hedgehog Marketing
From overworked agency founder to 32-hour weeks, 25% margin, and a productised AI service line.
Where Josh started.
Josh ran Hedgehog as a bespoke marketing agency. Revenue growing but margin inconsistent, scope creep eating profitability, founder on every retainer. Couldn’t see a path off the work without revenue collapsing.
Four areas, in sequence.
Margin discipline
Real margin per retainer tier. The Park Rule applied — name what gets paused if revenue slips.
Productisation
Three productised retainer tiers replacing bespoke quoting. AI service line built in parallel.
Founder release
Account director playbook. Josh out of weekly delivery for the core retainers.
Operating rhythm
Weekly numbers review. Quarterly business review. Founder week around strategy.
Sequence matters. We don’t work on People before Foundation. We don’t fix Marketing before Money.
Where Josh is now.
Hedgehog turns over $554K annually with 25% net margin. Josh works a 32-hour week. AI service line running alongside the core marketing offering.
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