Small Spark Theory EP81 guest Paul Halfpenny, CTO Filter
Men at Arms by Terry Pratchett


Launching an agency product

Paul Halfpenny | Filter

I have met many agencies over the years who have had ideas for spinning out their own products. 

The outcomes have been varied. From those who have successfully launched and created additional revenue streams, to those who have continued to scale and ultimately sell their product business. For many though, the constant pull of client projects and the day to day demands of running an agency mean that many brilliant product ideas just never make it out of the agency doors. 

In this episode I speak with Paul Halfpenny, Co-Founder and CTO of digital agency Filter, just as the agency launches PersonalizeWP

We discuss the importance of defining and getting behind the ‘right’ idea for the agency. The challenges of managing resource, securing investment and launching to market all while keeping the agency ticking along with a happy team and clients. 

Paul’s recommended read is Men at Arms by Terry Pratchett. Listen in to find out how to win a copy. 

This episode is sponsored by E2M, the #1 white label digital agency partner. Visit to enjoy 20% discount on your first month.

Further reading:

The Marketer’s Guide to Personalisation

5 Ways To Use PersonalizeWP To Personalise Your WordPress Website

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Men at Arms by Terry Pratchett