Show Notes:
Building a Business That Lasts
In this episode, Lisa Niekamp-Urwin, CEO of Tomorrow’s Technology Today, shares her 20-year journey from unexpected unemployment to building a thriving MSP. She gets real about the challenges of break-fix chaos, hiring the right people, making the leap to recurring revenue, and marketing like a pro—plus how to build a loyal client base that sticks with you through anything (even ransomware).
Key Themes and Takeaways for MSP Owners
Break-Fix Burnout Led to MRR Breakthrough. Switching to a managed services model brought predictability, peace of mind, and better results for both her and her clients. “With time and materials, we were always fighting fires. But when we did the proactive work—it actually worked,” says Niekamp-Urwin.
Marketing Relentlessly and Creatively. Niekamp-Urwin runs an all-in marketing machine, including a printed newsletter, weekly blog posts, monthly webinars, and direct mail campaigns. “There’s no one silver bullet,” says Niekamp-Urwin. “It’s all of it—together—that creates momentum.”
Hard Lessons and Big Loyalty. Early on, Niekamp-Urwin onboarded a new client who got hit with ransomware before her team finished setup. Despite it all, she honored her contract and helped them recover—earning their lasting trust. “It made me feel good, like we really owned it. The experience we gained was incredible,” says Niekamp-Urwin.
Own Your Numbers Early. Niekamp-Urwin struggled with tracking KPIs and profitability at first—but now insists it’s non-negotiable. “The more you look at your numbers, the more you understand them—and the more fun it gets to watch them grow,” she says.
Actionable Advice for MSP Owners
- Switch to Managed Services ASAP
- MRR creates stability, better client outcomes, and easier scaling. Don’t wait until you’re overwhelmed to make the shift.
- Track Profitability by Account, Not Just Overall
- Require techs to log time by ticket. Know exactly what each client costs you—and what they’re worth.
- Empower Your Team and Let Go of Control
- Delegate relationship ownership to a VCIO or account manager. Give your team freedom to act—with accountability.
- Master Your Financials and Contracts
- Get your tools and PSA aligned so you can see true revenue vs. cost. Don’t ignore your P&L—review it monthly. Work with an accountant to get your chart of accounts right early.
- Keep Learning—and Think Bigger
- Books like 10X Is Easier Than 2X helped Niekamp-Urwin stop playing small and go from 50 to 300+ mailers per week.
- She’s constantly listening to podcasts and reading audiobooks—even if it means circling the block to finish an episode.
What’s Next for Tomorrow’s Technology Today?
Niekamp-Urwin is focused on continuing to grow the business by 20% year over year—with no plans to sell. She’s building out her team, refining her marketing, and staying rooted in the community she’s served for over two decades. Her next chapter? Bigger impact, better systems, and keeping the momentum going strong.
Niekamp-Urwin’s journey is a powerful reminder that resilience, real marketing, and rock-solid service are the building blocks of a sustainable MSP. Whether you’re just starting out or stuck near the $750K mark, her story shows how a clear focus and a little guts can take you to the next level.
Like what you heard? Subscribe for more inspiring stories and visit MSPSuccess.com for strategies, tools, and templates to grow your MSP. If you missed last week’s special episode, tune in here to hear an exclusive interview with Robin Robins and Julio Lopez.