Maximising profit in service-based businesses: A bold new framework

Most service businesses operate without financial stability, constantly caught in a cycle of inconsistent revenue, high customer acquisition costs, and unpredictable cash flow. Unlike product-based businesses, which have set price points and scalable inventory models, service businesses often rely on custom pricing, project-based income, and fluctuating client demand—making it harder to maintain steady profitability.

Ciaran Houlihan is an entrepreneur with years of experience helping businesses scale and grow. His new venture, Customers on Command, is a scalable solution which enables service businesses to achieve long-term financial stability through proven systems that help them generate predictable revenue, increase customer lifetime value, and optimise their acquisition models.

Ciaran Houlihan: A proven expert in service business growth

Unlike traditional marketers, who focus solely on lead generation, Houlihan builds businesses with profitability in mind, ensuring that every dollar spent on marketing contributes to long-term financial stability.

After realising there had to be a faster way for companies to scale customers without the wasted ad spend and frustrating marketing processes, Houlihan founded Customers on Command, where he and his hybrid marketing team are disrupting traditional approaches to sales for service businesses.

In its first two years, Customers on Command has already built and scaled multiple 7- and 8-figure businesses by focusing on customer acquisition economics and revenue modeling, with its clients generating over $60 million in direct sales during that time.

A great example is when Houlihan ramped up an immigration advisory firm’s revenue from $150,000 per month to more than $250,000 in just 41 days via a cash flow-focused acquisition model which implemented structured systems that eliminate guesswork and financial uncertainty. This approach allowed the clients to scale with precision and confidence rather than guesswork.

Houlihan’s prodigious skill at enhancing profitability through smart data solutions uniquely positions him to help service-based businesses succeed and grow. “What sets me apart is my ability to see the entire business ecosystem rather than just individual components,” explains Houlihan. “I’m not just about marketing tactics — I create predictable, systematic approaches to business growth.”

Achieving streamlined ad spend without wasting money

Most businesses view marketing as a cost, rather than an investment—and that’s where they go wrong; pouring money into ads without a clear structure. This leads to skyrocketing acquisition costs and an unpredictable return on investment.

Houlihan believes it’s possible to achieve a profitable return on ad spend by implementing a structured, AI-driven approach to lead generation and conversion. His approach involves attracting only high-value prospects into the pipeline by using a smart system to automatically identify and prioritise the most profitable potential clients.

This system analyses every stage of the customer journey, helping companies allocate their ad spend more effectively. One US-based cybersecurity firm who worked with Customers on Command was able to cut acquisition costs by 50% while booking two months’ worth of sales calls in advance.

Why are businesses leaving money on the table?

Although many businesses might look at the first sale as the defining moment in the customer journey, the more lucrative approach is to consider the long-term value of the client. Houlihan encourages businesses to embrace the idea of customer lifetime value by structuring marketing campaigns around what comes after that initial sale.

Through Houlihan’s approach, businesses can attract high-value, long-term customers rather than one-off sales, all while spending money in a way that generates long-term revenue. This can be a real game-changer for service businesses, allowing them to maintain steady profitability even during off-seasons.

With more targeted ad spending, businesses can assign clear value to every penny in their budget.

Why upfront cash collection is the key to scaling a service business

Service businesses are often held back from scaling due to a lack of steady cash flow; however, the financial models Houlihan has developed enable these businesses to maximise their upfront cash collection while maintaining happy customers. His approach involves charging premium prices upfront rather than relying on payment plans, and even providing special incentives to these customers to encourage payment in full.

Houlihan has also created structured pricing models that balance upfront revenue with long-term recurring income. By incorporating these changes and adjusting Houlihan’s system based on what works for each unique business model, service-based businesses can scale without having to worry about getting paid on time.

Sustainable pricing models: Charging what your service is worth

Service-based businesses tend to undercharge, basing rates on competitor pricing rather than true value or real unit economics.

Houlihan’s pricing strategy framework encourages pricing based on ROI, bundling services at higher price points to increase perceived value and revenue per transaction, and adjusting pricing dynamically. This allows service businesses to stay profitable even during market shifts and changes in customer demand.

The future of service business economics

Short-term strategies are no longer enough for service businesses to remain profitable. Thanks to the incredible results of Houlihan’s structured financial models—balancing acquisition costs, pricing, and revenue forecasting—it’s clear that businesses embracing smart approaches and data-powered results are better able to scale and grow successfully.

“What drives me is helping businesses remove their customer acquisition constraints so their only limitation becomes how much they choose to spend on advertising,” Houlihan concludes. “I believe in building businesses that operate on systems rather than luck or talent.”

Ciaran Houlihan’s long term vision is to continue pioneering these changes through Customers on Command, helping traditional service businesses transform into systematic, predictable growth machines.