#861 One Niche, One Funnel, Over $50K/Month Profit

At his lowest point, Jan Roos was $240,000 underwater. He had a full sales org, a director, reps, ad spend — and was barely breaking even. So he cut all of it.

Today he runs CaseFuel, a high-margin agency serving 300+ estate planning law firms, with 25 people and $50K/month in profit. In this conversation he breaks down how he got there: the niche nobody else was serving, the funnel that cracked it open, and what building a genuinely high margin service business actually requires.

Guest: Jan Roos, Founder of CaseFuel
Sponsor: wayfront.com/tmba

Thanks to this week’s sponsor Wayfront — the AI-ready operating system for productized agencies. One client portal. One team dashboard. All your data, AI-accessible. TMBA listeners get an extra free month on top of the trial at wayfront.com/tmba.

Links:

[Jan@casefuel.com](Jan@casefuel.com)
Peter Thiel — Zero to One
Eugene Schwartz — Breakthrough Advertising
Mike Michalowicz — Profit First
Business Resources
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Chapters

(00:00:30) — State of the agency
(00:03:27) — Margins, monopoly positioning, and Zero to One
(00:04:26) — The sprint: using AI to fix a department in crisis
(00:07:10) — How to build an agency monopoly
(00:08:10) — Origin story
(00:10:50) — Why estate planning attorneys couldn’t use Google Ads
(00:12:17) — The John Logar trick
(00:13:25) — COVID kills in-person seminars
(00:14:36) — How a funnel actually works (00:15:35) — Pull vs. push channels
(00:19:35) — Are webinars underused by founders?
(00:20:20) — AI: the demand letter hallucination story
(00:21:03) — The webinar model and problem-unaware markets
(00:22:04) — How AI found a $40K answer in 45 minutes
(00:22:20) — The most expensive mistake: wanting to be a cool boss
(00:24:56) — Location independence and working in sprints
(00:27:47) — Personal finance: accepting low profitability
(00:29:46) — $240K underwater: how he turned it around
(00:30:43) — Profit First and building a cash reserve
(00:31:09) — How to reach Jan and who he wants to connect with

CONNECT:

Dan Andrews is the co-founder of Dynamite Circle, author of Before the Exit, host of the Tropical MBA podcast, and an entrepreneur who has successfully launched and scaled multiple 7-figure businesses.

Email Dan@tropicalmba.com

PLAYLIST:

AI and the High-Margin Agency: What’s Working in 2026
Hard Questions, Easy Business
The Roadmap for Turning a Skill Into a 1M+ Productized Service