Start Your AI Business: Build, Price and Sell AI Services in 2 Days (Free Workshop, September 21-22)
The Short Version
- What: Start Your AI Business: Learn How to Build, Price and Sell AI Services in 2 Days
- When: Monday September 21 and Tuesday September 22, 2026, 12 to 2 PM EDT each day
- Who: Mike Cooch, CEO of ServicesThatScale
- Cost: Free, virtual, live both days
- Registration: Opens Tuesday September 16
This page goes live before registration does. Bookmark it. The registration link appears here the moment it opens.
The Problem This Workshop Is Aimed At
Revenue is fine. Pricing is not.
That is the situation most service businesses are in right now, and adding AI services has made it sharper, not easier. Every client wants something slightly different. Delivery gets custom. Overhead climbs with the client count. Margin quietly leaves the building.
Here is the chain most owners recognise.
- You sell a custom scope, so every proposal starts from nothing.
- You deliver a custom build, so cost per client never falls.
- The client is buying your time, so growth means hiring.
- Hiring eats the margin that growth was supposed to produce.
- When pricing pressure arrives, the only lever left is a discount.
Adding "AI" to the service list does not fix any of those five lines. Packaging it properly does.
What You Walk Away With
HighLevel lists six outcomes for the two days.
- How to build an offer ladder that separates software, systems, agency services and leadership into distinct price points.
- How to separate software from services so clients keep what they rely on even if their service needs change.
- How to turn what you already offer into a clear, repeatable system you can package and sell.
- How to choose pricing and positioning that fits your market and sets the right buyer expectations.
- How to protect margins without defaulting to discounts.
- How to build a 12-month growth plan and reprice existing customers with confidence.
Day One and Day Two
| Day | Focus | What you leave with |
|---|---|---|
| Monday September 21, 12-2 PM EDT | Structure. Take the offer you sell today and rebuild it as an offer ladder. | A ladder that separates software, systems, services and leadership, with delivery requirements attached to each rung. |
| Tuesday September 22, 12-2 PM EDT | Pricing and the plan. Where margin leaks, how price points shape buyer expectations, how to reprice without losing people. | Price points, a margin model and a 12-month growth plan you can start on that week. |
Bring the offer you are selling right now, even if it is messy. That is the raw material for day one.
Who Mike Cooch Is
Worth knowing before you give up four hours.
Mike Cooch is CEO of ServicesThatScale. He built Everon Technology Services, an IT managed services provider, into an INC 5000 company three years running and sold it in a successful exit. He then built a second business, a managed marketing services company, which HighLevel's affiliate materials describe as reaching over $300K a month in recurring revenue by the end of its first year. He holds an MBA from Babson College, guest lectures there on managing fast-growing businesses and has trained thousands of entrepreneurs on the Services That Scale approach.
The short version of his argument, made on HighLevel's own affiliate podcast: custom work cannot scale, because every client is buying a different thing. The fix is not more clients. It is fewer things, sold more times.
If you want the longer breakdown of his model before the workshop, I wrote one here: Who is Mike Cooch? SYaaS vs SaaS and the productised agency model explained.
Who Should Be In The Room
- Agency owners billing hourly or per project who want recurring revenue instead.
- Freelancers and consultants who have added AI services and are not sure what to charge for them.
- HighLevel users who have the tools but have not packaged them into something sellable.
- Anyone about to raise prices and unsure how to tell existing clients.
Skip it if you are looking for prompt tricks or a tool demo. This is about offer structure and pricing, not software features.
How To Get The Most Out Of It
Three things, in order.
- Bring a real offer. Whatever you are selling this week. The workshop is a rebuild, so you need something to rebuild.
- Know your delivery cost. Roughly what it costs you in hours to deliver that offer for one client per month. Day two is about margin, and margin needs a starting number.
- Have an account open. Everything Mike teaches gets built inside HighLevel: the offer ladder becomes Snapshots, the delivery becomes workflows, the pricing becomes recurring billing. If you do not have an account yet, start one before the 21st so you can build along instead of taking notes.
✅ HighLevel 30-Day Free Trial
That link runs 30 days free rather than the standard 14, which covers the workshop and three weeks of building afterwards.
Registration
Registration opens Tuesday September 16. This page updates with the link that morning.
If you want it in your inbox instead of checking back, subscribe below and I will send it the day it opens, plus a short note on what to prepare for each day.
FAQ
Is the workshop actually free? Yes. It is a free virtual workshop, live on September 21 and 22, 12 to 2 PM EDT both days.
Do I need a HighLevel account to attend? No. You can attend without one. You will get more out of it with an account open, because the offer ladder, delivery and billing all get built inside the platform.
Will there be a replay? HighLevel has not confirmed a replay for attendees. Treat it as live and block both slots.
What time is it in my timezone? 12 PM EDT is 9 AM Pacific, 5 PM UK, 6 PM Central Europe and 1:30 AM the following day in India. Both sessions run two hours.
Is this a pitch? It is a HighLevel workshop, so the platform is the context for the build. The teaching is offer structure and pricing, which applies whatever you run on.
When does registration open? Tuesday September 16. The link goes on this page that morning.
Is this an affiliate promotion? Yes, and it should be obvious rather than buried. I am a HighLevel affiliate. If you start a trial through a link on this page I earn a commission, at no extra cost to you. The workshop itself is free either way, and you can register directly through HighLevel without going near my links.
Affiliate disclosure: this page contains affiliate links to HighLevel. Earnings and results are not guaranteed. Any figures mentioned reflect individual experiences and may not be typical.