You Were a Great Software Maker.
Now You Need to Be a Great Company Builder.
You built an incredible product and hit $1M+ in revenue. But now? You're stuck in the kitchen while your SaaS, AI, or PaaS business demands a CEO, COO, and CRO—not a coder.
The Shift You Haven't Made Yet
Getting to $1M required you to be a brilliant builder. Scaling past it requires something completely different.
Maker
How you got to $1M
Focused on craft and product perfection
Measured success by quality: "Is my product amazing?"
Operated within the work: building features, fixing bugs, talking to customers
Identity: Software Maker
Thinking: "How do I make a better product?"
Company Builder
What scaling to $10M+ demands
Focused on vision and value creation at scale
Measured success by impact: "Can this run and grow without me?"
Operated above the work: designing systems, building teams, managing profit
Identity: Company Builder
Thinking: "How do I build a better business?"
You can't code your way out of this problem.
Here's What Happens When You Stay in the Kitchen
These aren't growing pains. This is what happens when a brilliant maker refuses to become a business builder.
Revenue Becomes a Rollercoaster
One quarter you're up 40%, the next you're flat. You can't figure out why because there's no system, just you hustling harder. Cash flow anxiety keeps you up at night.
The Business Runs on Your Brain
Every decision flows through you. Sales needs you. Product needs you. Customers need you. You're the bottleneck, and deep down, you know it. Taking a vacation feels impossible.
Your Team Operates in Silos
Sales, marketing, and customer success aren't aligned. There's no shared playbook. No unified strategy. Just departments doing their own thing while you try to hold it all together.
You're Still Thinking Like a Software Maker
Your instinct is to build another feature, optimize another workflow, or jump on another customer call. But what you actually need is a revenue system, a go-to-market strategy, and operational leverage.
The hard truth?
Your technical brilliance got you here. It won't get you there.
It's Time to Get Out of the Kitchen
You don't need another consultant who hands you a 60-page strategy deck and disappears. You need someone who works with you to build the systems, align the teams, and install the operating model that turns your business into a revenue machine.
We combine executive-level strategy with hands-on operational execution. We turn your vision into measurable revenue systems that scale, not just plans that sit on paper.
Here's How We Help You Make the Shift
Build a Unified Go-to-Market Engine
We break down the silos. Sales, marketing, and customer success become one cohesive revenue team with a shared playbook, aligned incentives, and a clear path to predictable growth.
Install Data-Driven Operating Systems
We implement the dashboards, KPIs, and feedback loops you need to make decisions with confidence instead of gut feel. Real-time visibility means no more flying blind.
Design for Leverage, Not Dependency
We document the playbook, build the processes, and create the accountability systems that allow your business to scale without being dependent on you or any single person.
How We Work
A dedicated Fractional CEO/COO/CRO-level partnership that blends strategy and execution.
We start by diagnosing your biggest revenue and operations challenges, then build a customized 6-month roadmap that drives measurable results.
The Program Includes:
Revenue and Operations Audit
Uncover what's leaking profit, slowing sales, or blocking scale.
Growth Operating System
We create the structure, dashboards, and rhythms your team needs to perform consistently.
Execution and Leadership
Weekly working sessions to prioritize initiatives, align teams, and ensure follow-through.
Revenue Experiments & Optimization
Test pricing, packages, messaging, and funnels to drive immediate ROI.
Accountability and Reporting
Monthly scorecards and progress reviews tied to your business goals and KPIs.
Commitment
Minimum 6-month engagement (most clients extend to 12-18 months)
Retainer-based model depending on company size and scope
Monthly 1:1 engagement and strategic execution time
Designed for companies in this annual revenue range
In Plain Terms
You bring the business.
We bring the growth engine.
Together, we turn revenue chaos into predictable, scalable systems that actually work.
What You Actually Get for Your Money
Most clients see a 5x–15x ROI within 6–12 months through revenue acceleration, margin expansion, and efficiency gains.
$500K–$2M
In new or recovered revenue from pricing optimization, pipeline acceleration, and margin expansion
30–50%
Improvement in sales productivity through better processes, clearer messaging, and aligned incentives
2–3x Faster
Onboarding for new hires and customers with documented playbooks and repeatable systems
10–20 hrs/week
Of founder time recovered by eliminating decision fatigue, wasted meetings, and operational chaos
The Real Prize
A clear, repeatable GTM engine that drives consistent monthly growth without depending on you being in the kitchen every day.
That's the difference between a business that owns you and a business you actually own.
This Is NOT For Everyone
If any of these sound like you, we're probably not a fit. And that's okay.
You're Still Too Early (Under $1M Revenue)
You need basic business coaching, not executive-level strategy. Your problems are simpler than what we solve, and the ROI won't justify the investment. Come back when you've crossed $1M and hit the ceiling.
You're Already Too Big ($100M+ Revenue)
You need full-time C-suite executives, not fractional support. You already have sophisticated internal capabilities and complex processes. We focus on the $1M to $30M growth stage, not enterprise.
You Want a Quick Fix or Magic Bullet
If you're expecting 10x growth in 90 days, want guarantees, or think you can skip the hard work of building systems, this won't work. We build sustainable revenue engines, not hype.
You're in Crisis Mode or Turnaround
Declining revenue, layoffs, bankruptcy risk? You need crisis management, not growth strategy. We work with businesses ready to scale, not ones fighting to survive.
You're Running a Lifestyle Business
If you're satisfied with where you are, prioritize work-life balance over growth, and don't want to reinvest in scaling, that's totally fine. But we're built for founders who want to build something bigger.
You Can't Let Go of Control
Micromanagers, control freaks, and founders who can't delegate won't succeed here. If you need to approve every decision and can't trust external expertise, you'll stay stuck in maker mode forever.
Still here? Good. That means you're ready to make the shift from Software Maker to Company Builder.
Founders Who Made the Shift
They stopped being makers. They became company builders.
"This has allowed me to advance autism education in NE Wisconsin by creating a sustainable income for my family, a sellable asset to support my financial future, and aligned with my desire to support neurodiverse people of all ages regardless of socioeconomic circumstances."
"We have gone from 0 pipeline to a pipeline of $1M and begun to migrate to value-based pricing as well as crafted an offer from the jumble of tech and professional services offerings which was diluting time to value as well as customer lifetime value."
"I was drowning in product development and customer firefighting. Jen helped me build a real go-to-market engine, hire the right revenue leaders, and install systems that actually work. We went from chaos to predictable growth."
"We had revenue, but it was a leaky bucket. Jen showed us how to align our entire customer journey, fix our retention model, and build a repeatable sales process. Now we have a business, not just a product."
"We were stuck selling to SMBs with tiny contracts. Jen helped us reposition for enterprise, build an outbound motion, and craft a value proposition that resonates. Our pipeline quality transformed overnight."
"I was the only person who could close deals. Jen helped me document our sales playbook, hire and train a real team, and build the infrastructure to scale. I finally have a business that doesn't depend on me."
I Built This Because I Needed It
Hi, I'm Jen. Founder and CEO of Muster Revenue Lab.
I've spent 29 years on both sides of the kitchen. I've been the maker, the operator, the company builder, and the corporate SaaS executive leading teams of 182+ product managers, software engineers, and UX/UI designers. The whole shebang.
And I've been stuck exactly where you are right now.
I know what it feels like to build something incredible and hit $1M... only to realize that the skills that got you there won't get you to $10M. I know the chaos of being the bottleneck in your own business. I know the exhaustion of wearing every hat because no one else can do it "right."
Here's what I learned the hard way: You can't code your way out of revenue problems. You can't product your way out of operational chaos. And you definitely can't founder-hustle your way to sustainable scale.
You need a different playbook. One that combines executive-level strategy with hands-on operational execution. One that turns vision into measurable revenue systems, not plans that sit on paper.
That's why I built Muster Revenue Lab. Because I needed it. Because every SaaS, AI, and PaaS founder between $1M and $30M needs it. And because no one else was doing it this way.
The biggest lesson? Past $1M, the bottleneck is rarely the product. It's getting users and clients. It's building the distribution and delivery systems that turn a great product into a scalable business. That's where most founders get stuck, because that's not what got them to $1M in the first place.
I'm not here to give you a deck and disappear. I'm here to get in the kitchen with you, build the revenue systems that scale, and help you make the shift from Software Maker to Company Builder.
Our 30-Day Confidence Guarantee
We're confident we can help you make the shift. But if you're not seeing real progress in the first 30 days (if we haven't identified the bottlenecks, built the roadmap, and started moving the needle), we'll refund 50% of your Month 1 retainer and we'll part ways. No hard feelings.
You're taking a risk by trusting us. We should take one too.
Ready to Stop Being the Bottleneck?
Book a free 45-minute Discovery Call. We'll diagnose where you're stuck in "maker" mode, identify the biggest leverage points for your business, and map out what it takes to build a company that scales without you.
No pitch. No obligation. Just a straight conversation about what it takes to make the shift.