How StartupCookie took on 40% more clients without hiring
StartupCookie is a one-person agency for B2B SaaS. Its founder, Barbara Jovanovic, moved everything she'd built for each client into type.com: a space per client, with that client's voice, brand and skills inside. Two months later she's serving 40% more clients, and still hasn't hired.
StartupCookie is an AI-native agency for B2B SaaS. Its founder, Barbara Jovanovic, runs product marketing, founder LinkedIn ghostwriting, thought leadership, AI-search content, video and GTM agents for a small roster of clients.
She was early to AI. In 2025 her process was a ChatGPT chat box she prompted for every task. By early 2026 she'd moved to Claude Code, with custom skills and a context folder for every client.
It worked, but all of it lived on one laptop. Nobody else could reach a client's context, and a skill built for one client couldn't easily help the next. Every new client meant more of Barbara's own hours.
A space for every client, with that client's skills inside
Barbara's first request in type.com set the pattern: each space should be named after a client. Every client now has one, holding that client's voice files, brand guidelines, strategy docs, past work and every thread of work done for them.
She didn't start from scratch. She uploaded the zipped skill folders she'd built in Claude Code, and type.com turned them into shared skills inside each client's space. In two months she's built about 18 client-specific skills.
The skills compound. When a batch of posts landed well for one client in September, she asked for the format to become a skill she could reuse everywhere:
“can you save this as a skill so you can follow this structure in other spaces for other clients' content?”
That became a reusable content-calendar skill. Later, one client's ghostwriter skill became the starting point for another's.
Ghostwriting that learns from every edit
Founder LinkedIn ghostwriting is StartupCookie's highest-volume work, and it runs in every client space. Call transcripts come in from Granola. The client's ghostwriter skill drafts the posts, and they're fact-checked against the sources before Barbara sees them.
Then she edits, hard. The difference is what happens next: every correction is written back into that client's skill, so the same mistake doesn't come back. Lint scripts block phrasing she's banned. A quote bank built from ten recorded calls keeps one founder's posts in their own words.
One founder call produced 17 post drafts. And the posts are landing: after two went live for one founder, Barbara noted they “got more engagement than usual.”
The ghostwriting loop
- 1
Founder call
Transcripts pulled from Granola
- 2
Draft
Written with that client's ghostwriter skill
- 3
Fact-check
Checked against the call and source docs
- 4
Edit
Barbara corrects tone, claims and phrasing
- 5
Skill learns
Each correction is logged back into the skill
She runs the same system on her own content. A voice skill trained on her Substack and LinkedIn writing drafts her posts, with its own banned-phrase list and a ledger of every correction she's made.
Four blog posts a week, fact-checked before the client sees them
For a mental-health software client, Barbara built the whole AI search program in type.com: a 30-question AI-search audit, a Google Analytics baseline, a three-month editorial plan, and a blog-writing skill with its own lint script.
Every post moves through the same steps: draft, lint, a reviewer agent, a fact-check, then fields ready for the client's CMS. In a single pass over four drafts, the fact-check caught and fixed 45 errors before anything reached the client. The program now runs at four posts a week.
Clients review the work in type.com apps built for them: a content calendar with copy-ready captions and visuals, or a customer case study delivered as a LinkedIn article, a landing page and a seven-post social series.
A designer who can pick up any client mid-thread
Because the context lives in the space and not on a laptop, Barbara can hand work off. She opens a client thread and sets up the brand context and visuals skill. Then her designer, Jelena, picks it up in the same thread and produces on-brand hero images, charts and tables, without a briefing call.
Video work runs the same way. When a client needed testimonial name tags, Jelena asked for one in the thread and got back a transparent .mov, matched to the earlier tags and ready to drop into CapCut.
The agency's own back office runs in type.com too. Barbara creates and sends client invoices from Stripe and reviews contracts there. In one session of about two hours, type.com reconciled 69 invoices against bank, Ramp and Gmail records.
40% more clients, same team
For a one-person agency, capacity is the business. Every client used to cost Barbara more of her own hours. With each client's context and skills living in type.com, she estimates StartupCookie has taken on 40% more clients, with no new hires.
Usage grew with it. StartupCookie went from one message in its first week to 240 in the week of October 17. Barbara started 8 threads in September and 32 in October.
“Every client has their own space with their own ghostwriter skill. When I fix something once, it stays fixed.”
Barbara Jovanovic, founder of StartupCookie
Team messages per week
StartupCookie's type.com workspace, late August to mid-October 2026
- Messages in one week, up from 1 in August
- 240
- Threads started in October, up from 8 in September
- 32
- Errors caught in one four-post fact-check
- 45
- Invoices reconciled in about two hours
- 69
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