Ongoing advisory is a monthly retainer for owners who have a plan and need senior judgement while they carry it out. It gives you regular check-ins, quick answers between them, and continuity, because the person advising you remembers what was decided and why. Retainers run $2,500 to $12,000 per month plus GST/HST, depending on hours and involvement.
What ongoing advisory is
Think of it as a part-time strategist with a long memory. Many owners make a dozen related decisions a quarter: which supplier to keep, whether a campaign has had enough time, when to hire. Advisory keeps those decisions consistent with each other.
A retainer usually covers:
- Scheduled check-ins, often every two weeks or monthly, depending on the scope.
- Between-call questions by text or email, answered within normal business hours.
- Review of suppliers' work: agency reports, proposals, website changes and ad budgets.
- A running decision log, so you can see the reasoning months later.
- A quarterly look back at the numbers the plan said would move.
Who it suits
It suits owners who are actively executing, not just planning. A business rolling out the priorities from a defined-scope business review is a typical case. So is an owner managing an outside agency who wants an independent check on what they are paying for.
It is less useful if nothing will change in the next six months. Paying a retainer to discuss the same situation monthly is poor value; a strategy session when something does change would serve better.
Is a retainer paying for itself?
A retainer should be justified with a number, not a feeling. Here is a simple test.
Take the monthly fee and divide by your gross margin to find the extra revenue you need to cover it. At a $2,500 retainer and a 40% gross margin, that is $6,250 in extra monthly revenue. Add avoided waste too: if the advice stops a $1,500-a-month ad campaign that wasn't working, that counts.
Review this every quarter. If the retainer clearly isn't covering itself after two quarters, reduce the scope or stop. We'd rather you do that than keep paying out of habit.
Timeline
Advisory starts with an onboarding conversation and a review of where your plan stands. Within the first month you should have a shared list of priorities and the two or three numbers you'll both watch.
After that the rhythm is steady: check-ins on the agreed schedule, quick answers in between and a quarterly review. The notice period for changing or ending the retainer is written into your proposal.
How results are measured
Each quarter you look at the numbers the plan named, typically enquiries, close rate, average sale, margin and the hours the owner spends on work someone else could do. The point is direction and cause: did the number move, and did the decision we made cause it?
For context, our proof comes from our HVAC work. BCWide.ca achieved 3× leads in 90 days and HVACDeal.ca reached 500+ leads at a 12:1 ROI. They show what steady, measured work can do in that sector; they are not a forecast for yours. The results page explains the difference.
The Growth Partner Program
For a small number of businesses there is a performance-based alternative. Under the Growth Partner Program, Ali's hours come first and his fee follows from results that can be measured. It only works where results can be measured cleanly and both sides agree on how. Limited partnerships are available, and fit is discussed case by case.
Mistakes to avoid
- No agreed numbers. Without them, a retainer becomes a monthly chat.
- Saving every question for the check-in. Quick questions are part of the scope; send them when they come up.
- Letting the advisor run the business. Advice is input. You own the decisions and the results.
The pricing page shows how retainers compare with the other formats, and you can start with a free call through the contact page.
Frequently asked questions
What does ongoing advisory cost?
Monthly retainers run $2,500 to $12,000 in Canadian dollars, plus GST/HST based on your province. The figure depends on hours and involvement, and it's set in writing before you start.
Am I locked into a long contract?
No lock-in is part of how we work. The notice period and any other terms are stated in writing in your proposal, so you can read them before you agree.
How is this different from hiring an agency?
An agency mainly executes. Advisory is mainly judgement: deciding what to do, checking suppliers' work, and keeping priorities straight. Some owners use both, with Ali reviewing the agency's plans and reports.
What is the Growth Partner Program?
It is a results-linked arrangement: Ali commits his time first, and his pay depends on outcomes you can measure together. Partnerships are limited and are only offered where the results can be measured fairly.