By
Mendy Green
June 9, 2021
•
20 min read
Business
The MSP Business Model Fallacy
In any business where you’re not billing Time and Materials, the amount of time you spend on a project directly correlates to how profitable you are. In an MSP, this applies even more. MSP Businesses were designed years ahead of their time, bringing into practice concepts such as recurring revenue, outsourcing, efficient resources, and more; before people even realized the value. It’s the reason that today the MSP Businesses are blowing up with everyone you meet starting their own. Unfortunately, there’s a complex side to the framework of an MSP that is very often overlooked, especially by those just starting out.
Let’s discuss how the MSP business model is built. MSPs pitch to their prospective clients that they can provide the same level (or often times better) IT Services to their organization than they themselves can find if they go with someone internally. They ask for less money, and offer a bigger team with greater experience. These same MSPs then have to turn around and hire the same people that would have been hired directly, and not just one, but two or three or more depending on the size of the MSP.
MSPs have to pay the same salary with a smaller budget. How can these numbers possibly work?
This is where efficient resources come in; an MSP needs to stack multiple clients reusing the same resources for each client so that together all the clients combined pay enough money for the MSP to pay the technicians salary and make a profit. The income also needs to cover all base expenses of the MSP which includes infrastructure such as an RMM, PSA, Email, Phones, over-night team for emergencies and so on.
With an internal IT resource, that resource would be solely focused on the business they were working for and getting paid a full salary of say $52k/year, now the same resource at an MSP is getting paid $52k/year and needs to stay on top of not one company IT needs, but actually 3 or 4 (or more depending on the contract size of each). This kind of expectation is unreasonable and when maintained results in high-stress work environments and eventual burn out for the technician. The saying “trial by fire” is very applicable to the technicians who work at an MSP. They are under constant barrage of tickets and stress, jumping from company to company each ticket wildly different from the next. This makes them unusually skilled and also rapidly exposes them to a wide range of experience they may not have received working for just one company. A good MSP technician of the lowest tier can easily go head to head in ability (if not knowledge) to a mid-tier internal IT resource.
Now keep in mind that when MSPs started we were a new phenomenon. There was no standard to follow, no existing business to copy, except for the existing internal IT department within a Company. We didn’t know what kind of pay structure was fair to offer a Tier 1 or Tier 2 technician because there was no “average pay” metric. The only thing we did know is that we are building a business with a stress on smaller dollar amounts per client, and more total clients. This means what we paid our technicians had to be less too, or that we keep the MSP as lean as possible with only the amount of technicians truly needed. Following the 80/20 rule we determined that 80% of the time with our clients running smoothly we would be fine and only 20% of the time when some kind “perfect storm” would occur we would need to motivate our technicians to put in more effort (or what was generally called “figure something out”).
What’s being described is not a sustainable long term plan. Simon Sinek likes to stress that business is an Infinite Game and that those who are not playing by those rules are doomed to failure eventually. The only way to stay in the game is by having resources, and the will to keep playing. We’ve already established that MSPs do not have the same pockets as a normal business, not without drastically imposing upon “will”, our employees, making them work in stressful environments and constantly being battered by the next broken issue.
The fix for this is easy, and its an iteration of what we already started. Efficient use of resources. Efficiency can help us spend less time per ticket, less time per client, and improve our technicians stress in the environment. There are two side to the efficient use of resources, one of which we already started (Sharing resources among companies) but the other is often overlooked “Work load management”. If we can make our work load efficient we can easily improve upon all the issues we just brought up. Here are some ideas that can be used to help facilitate the efficient workload.
Efficient resources is way more than just sharing resources. Making your workload efficient is just as important. Remember how profitable you are directly correlates to how efficient you can be
- Proactively addressing age of client equipment
- Proactively addressing ticket trends over time to help improve underlying issues
- End User technology training for better understanding of the tools they use
- Breaking Client’s business vertical into separate teams to allow for familiarity of Line of Business applications and setup
- Building an MSP supported technical standard as your “stack” to ensure familiarity with technical infrastructure
- Establishing formalized business processes for your MSP Teams so they know where to find information and how to proceed
- Building an Automation First environment allowing you to offload work from your team to your technology decreasing the amount of time spent on tickets.
Remember, in the MSP business time isn’t a loss of potential profit, its actual profit lost as your contracted rate is the same every month. Automation and bulk actions are extremely important as the less time you spend doing something the more your Per Hour amount goes up.
I'm passionate about IT, driven by a dual love for solving complex problems and a commitment to transforming the stereotype of technical support into a positive and enjoyable user experience. For over 13 years, I've been deeply involved in the MSPGeek community, lending my expertise to various Managed Service Providers (MSPs), while also serving as the CTO at IntelliComp Technologies.
My journey in the tech world is fueled by a passion for teaching others. I find great satisfaction in imparting problem-solving and critical thinking skills, and offering practical guidance during the troubleshooting process. It's this enthusiasm for mentorship and improvement that led me to my current venture.
Today, as the founder of Rising Tide, I'm focusing on the MSP industry, dedicating my time to coaching and assisting both individuals and businesses. At Rising Tide, we're not just about providing solutions; we're about nurturing growth, fostering innovation, and building a community where everyone can rise together. Whether it's through hands-on problem solving or strategic planning, my goal is to make the IT experience not just efficient, but also empowering and enjoyable
See some more of our most recent posts...
By the [run]Book: Episode 6
In Episode 6, the team explores HaloPSA v2.196 stable, covering billing recalculation, recurring invoice options, mailbox filters, project billing efficiency, role-based permissions, and automation upgrades.
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Episode 6 breaks down HaloPSA v2.196 (stable). We cover improvements to billing recalculation and recurring invoice scheduling, on-prem integration security, ticket UI/UX (action groups, field group behavior), role-level controls, chat on existing tickets, and a big boost to project billing performance in Ready for Invoicing. Ideal for MSPs tightening finance, project, and automation workflows in Halo.
Watch Now: By the [run]Book: Episode 6
For easier tracking, check out haloreleases.remmy.dev to filter and search HaloPSA updates by ID, version, and keyword.
A setting has been added to the Advanced Settings so that a default font can be chosen for the Editor on Tickets and Actions | v2.196 #957605 | 4:43
Choose a consistent default font for editors in tickets and actions.
- Set globally in Advanced Settings
- Keeps agent communications visually consistent
Added a security check for integrations that are configured to allow unauthenticated webhooks | v2.196 #956772 | 5:54
A banner warns when integrations allow unauthenticated webhooks.
- Nudges admins to tighten webhook security
- Reduces risky integration configurations
A button has been added to the Customer screen to allow time entries to be recalculated in the background | v2.196 #955934 | 7:12
Recalculate billing for a selected customer over a defined window.
- Limited to recent months for performance
- Respects locked or already-invoiced time entries
Billing Plan Combinations can now be given a Start and End date; time logged outside of these values will not match the combination | v2.196 #955162 | 13:37
Control when a billing rule applies.
- Prevents unintended retroactive changes
- Smooth transitions as pricing rules evolve
A setting has been added to Configuration > Recurring Invoices > List Settings so that Recurring Invoice lists will hide Inactive Invoices by default | v2.196 #953223 | 17:06
Declutter your recurring invoice view.
- Hide inactive by default
- Recommended for most teams
Added "Mailbox" as a Ticket List Criteria | v2.196 #948983 | 19:38
Filter or route tickets by the mailbox they came from.
- Easier separation of alert mailboxes vs. support
- Useful for list views, rules, and reporting
Improvements to on-premise integrations that use the Halo Integrator | v2.196 #937027 | 22:53
Security and reliability enhancements for on-prem connections.
- Support for secure credential storage (e.g., Azure Key Vault)
- More control for local integration schedules
Default Start Date can now be set at Ticket Type level | v2.196 #920636 | 25:29
Make start dates automatic for certain ticket types.
- Helpful for templates and scheduled tasks
- Reduces manual edits by agents
Added a setting to prevent field groups from being collapsed | v2.196 #898449 | 26:37
Keep grouped fields always visible.
- Ensures critical fields remain expanded
- Useful for long, important forms
Added Client/Site CRM Note Created/Updated/Deleted as notification and runbook triggers | v2.196 #894541 | 28:32
Automate around CRM note activity.
- Great for account management follow-ups
- Notes can log time and trigger workflows
Runbook methods now support response that are only text | v2.196 #881111 | 33:01
Runbooks can process text-only API responses.
- Supports non-JSON endpoints
- Use text values in runbook lookups
Improvements to the XLS imports | v2.196 #855596 | 34:24
Safer, clearer Excel imports.
- New Validate button to test before running
- Optionally limit rows per batch
Added option on Recurring Invoice schedules to invoice on a specific day of the month | v2.196 #840590 | 37:18
Bill on an exact day each month.
- Avoid hacky “days ahead” workarounds
- Keep clean monthly periods (1st–end)
Added the setting 'Disable modification of milestones on Tickets' at Template level | v2.196 #835114 | 42:10
Lock milestone structures from templates.
- Enforces standard project delivery sequences
- Prevents ad-hoc milestone changes
Added option to 'chat about a ticket' for users on the self-service portal | v2.196 #828310 | 43:21
Let end users chat directly on an existing ticket.
- Maintains context vs. starting a new chat
- Useful where chat is a primary channel
The options for "Add to Project" and "Add budget to Project" will no longer show on the Sales Order line when no Products are created for the Sales Order and the option to only show Projects on the same Sales Order is being used | v2.196 #821081 | 45:46
Reduce confusion on sales order lines.
- Hide project actions when they don’t apply
- Keeps UI aligned with “same sales order” constraint
Added the option to restrict log on behalf permissions at user role level | v2.196 #820693 | 47:01
Granular “log on behalf” controls.
- Scope by client/site/department
- Tighter control for delegated ticket creation
Added Action Groups | v2.196 #722376 | 51:12
Group actions into dropdown menus on tickets.
- Declutters the action bar
- Create intuitive groups (e.g., AI, Notes, Contact)
Improved project loading efficiency in the ready for invoicing section | v2.196 #594973 | 56:31
A big boost to project billing performance.
- Project number stored on each time entry
- Faster loads and simpler reporting (even several levels deep)
Added 6 new notification/runbook trigger events | v2.196 #453212 | 58:49
More events to hook automations into.
- Build richer alerts and operational actions
- Expand your runbook coverage
For more insights, see our guide on choosing the right ticket status colors in HaloPSA
Also, check out our partner Renada’s video: From Feedback to Forest: Automating Tree Planting in HaloPSA
By the [run]Book: Episode 5
Episode 5 covers HaloPSA v2.192–v2.195 with updates on secure links, billable time, asset relationships, invoicing, and AI improvements for MSPs
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In Episode 5 of By the [run]Book, the crew digs into four HaloPSA releases in one session—covering versions 2.192 through 2.195. From new ways to share secure links and manage billable time to asset relationship mapping and invoice automation, this episode is packed with practical updates. If you’re an MSP looking to tighten processes, improve reporting, or explore Halo’s evolving automation and AI features, this one is worth the watch.
Watch Now: By the [run]Book: Episode 5
Report Guide Field | v2.192 #783026 | 3:19
Halo added a Report Guide field in the report designer for better context.
- Supports descriptions, instructions, or context at the top of reports
- Rich text formatting available
- Great for AI-driven reporting and analyst clarity
One-Time Secure Message Links | v2.192 #768829 | 4:55
Send secrets safely with one-time secure links.
- Links expire after a set period or views
- Currently requires portal login, but more flexibility is coming
- Helps replace tools like PW Push for sensitive info
Billable Time Recorded Field | v2.192 #763812 | 9:12
A new Billable Time Recorded column is available in ticket profiles.
- Distinguish billable vs. total time logged
- More accurate budget tracking against contracts
- Avoid confusion around no-charge vs. billable work
Runbook <<halo_url>> Variable | v2.192 #762123 | 9:59
A new runbook variable for halo_url has been added.
- Makes it easier to reference environment URLs
- Useful for runbooks with API calls and integrations
Hide Quotations by Status | v2.192 #757332 | 11:03
Control which quotes appear on tickets/opportunities.
- Hide expired or superseded quotes automatically
- Prevents clients seeing outdated pricing
- Review your quoting statuses for correct configuration
Disable SLAs | v2.192 #753297 | 14:22
A safer way to deactivate SLAs.
- Checkbox allows disabling without deleting
- Avoids breaking ticket configurations
- Recommended over deletion for historical consistency
Invoice Reference in Bills | v2.192 #718191 | 15:37
Specify invoice references when creating bills from POs.
- Adds clarity when reconciling bills against purchase orders
Closure Settings – SLA vs Normal Hours | v2.192 #699717 | 16:13
Set whether closure timers run on SLA working hours or calendar hours.
- Prevents old tickets reopening after long periods
- Best paired with portal-only reopen for true recurrences
Risk Scoring | v2.192 #514694 | 18:56
New risk scoring tool for change management.
- Calculates risk based on multiple impact factors
- Standardizes approvals and CAB discussions
Recurring Invoice Prorata Default | v2.192 #443946 | 21:13
A default configuration for prorata handling in recurring invoices.
- Options for “all” or “all except monthly”
- Saves manual work in billing setups
Asset Relationships | v2.193 #7793410 | 25:00
Expanded asset management capabilities.
- Define dependencies and relationships (installed on, upstream, etc.)
- Better for ITSM-focused MSPs and topology maps
“The Big One” Patch Button | v2.194 | 32:34
A mysterious patch button—covered lightheartedly in the episode.
Asset Custom Buttons per Type | v2.195 #829270 | 33:48
Custom buttons can now be restricted to asset type level.
- Provides more control and avoids clutter in the UI
Invoice PDFs in Unpaid Tickets | v2.195 #823241 | 33:59
Unpaid invoice tickets now include the invoice PDF automatically.
- Allows direct sending of the invoice as attachment
- Simplifies automation for collections
Pending Closure Email Recipient | v2.195 #819257 | 41:50
Choose recipients for automatic emails on pending-closure tickets.
- Flexibility in who receives closure notifications
User Permissions – Create vs Edit | v2.195 #882480 | 42:14
New permission level for user management.
- Agents can create users but not edit existing ones
- Reduces risk of social engineering attacks
Sales Orders Manual Completion | v2.195 #834419 | 44:15
Sales order lines must now be marked complete manually (optional).
- Avoids premature auto-closure when steps remain
Runbook SQL Test | v2.195 #839089 | 46:26
Runbook steps with SQL can now be tested directly.
- Major speed boost for building and debugging runbooks
AI Improvements – Context Hints | v2.195 #812354 | 48:44
AI field suggestions now appear inline as context hints.
- Reduces clutter vs. separate panels
- Can be toggled at ticket type or action level
Microsoft Entra ID Access Control | v2.195 #714899 | 53:20
Added access controls to the Entra ID integration.
- Controls who can configure/edit the integration
Custom Table SQL Import Improvements | v2.195 #739256 | 55:25
Enhanced SQL imports for custom tables.
- Larger row imports supported
- Pagination and filtering options added
Introducing Rising Tide Proactive Support
Drowning in half-used features, minor bugs, and admin tedium? Proactive Support is Rising Tide’s monthly check-in plan built for MSPs already using HaloPSA, Hudu, or Rewst—designed to help you stay in control without spinning up a full project every time.
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Built for Busy MSPs: Why We Created Monthly Support
While we pride ourselves at Rising Tide on being clever, we didn’t make this up on our own.
Over the past year, multiple clients told us the same thing in different ways:
“We don’t need a full-on consulting. We just need someone to help us stay on top of the tools we already have.”
“Can you set aside time each month to tell us what’s working, what’s not, and what we should actually do next?”
“Honestly, I just want to know if anything’s falling through the cracks.”
MSPs weren’t talking about emergencies. They meant the small stuff. The not-yet-broken-but-might-be. The features that got launched but never rolled out. The bugs they forgot to follow up on. The process that made sense when they built it... but not anymore.
So we listened and built out our Monthly Support offerings for teams like yours. Support that pays attention, leveraging the best of Rising Tide to make the best of your systems. It’s not reactive. It’s not rushed. It’s not about being broken. It’s about staying in control, without wasting time figuring out where to start.
What You Get Each Month
Designed for Rising Tide clients who’ve already implemented tools like HaloPSA, Hudu, and Rewst, and just want to keep things running smoothly without spinning up a full project or workshop every quarter.
Here’s what our Monthly Support looks like in practice:
1. Systems Health Review
A short, focused check-in on the systems you want our guidance on. for:
- Are automations running like they should?
- Are there missed SLAs or ticket pileups that can be fixed with better workflows?
- Are there any underused (or over-complicated!) features?
You’ll walk away with a small, clear action plan that you can execute on your own or leverage the Rising Tide team to complete.
2. Feature Release Briefing
We read the release notes so you don’t have to. You’ll get:
- Highlights of what’s new
- Suggestions for features worth trying and what isn't
- Warnings about what’s likely to break or change
3. Vendor Liaison Support
We’ll chase the vendor on your behalf. That includes:
- Logging and tracking bug reports
- Validating bugs and escalating to dev teams directly.
- Identifying workarounds and assisting in implementation.
- Following up on feature requests or stuck tickets
- Communicating feature requests clearly (and tracking them)
4. Immediate Error Support
If something breaks in a tool we’ve implemented or documented, we’ll:
- Help triage and fix it
- Identify if it’s a vendor issue
- Tell you clearly if it needs escalation into a project
5. Virtual Admin
Hand Rising Tide the recurring and tedious-but-necessary tasks tied to administrative upkeep inside your platforms like:
- Creating/cleaning up ticket templates or categories
- Building or formatting documentation templates
- Cleaning up old or unused ticket types, custom fields, etc.
- Applying updates or light data clean-up to SOPs, templates, invoices, etc.
- Quick updates to HaloPSA workflows, permissions, roles, agents
- Simple HaloPSA report needs and changes to existing reports
- HaloPSA Integration mappings and Halo Integration errors
What Monthly Support is Not
To be clear, the Rising Tide Proactive Support Plan is not consulting. Proactive Support is only for systems we’ve implemented and reviewed. It doesn’t include:
- New tool or system implementation
- Redesigning workflows or processes
- Training or onboarding
- Deep reporting or strategic planning
If we find something that should be a project, we’ll tell you and help you decide how you would like to move forward.
Pricing
Monthly Support at Rising Tide is available in two flavors: Foundations and Catalyst.
Foundations
$900/mo
The Foundations package is for MSPs who need steady, expert support to keep their tools working well, especially when system updates can throw a wrench in those plans. It’s perfect for teams who want someone to keep an eye on things, flag issues early, and offer helpful next steps without having to ask.
Rising Tide consultants will proactively review your systems, follow up with vendors, handle small fixes, and make sure nothing slips through the cracks. It’s a lightweight, low-friction way to stay on top of your platforms and make sure they keep delivering value.
Catalyst
$3500/mo
The Catalyst package is the Foundations package expanded for MSPs who want hands-on, high-touch support with structure. You’ll get 10 hours per month, including up to four scheduled weekly calls, priority scheduling, and deeper involvement from your Rising Tide consultant. This isn’t just support when you ask for it — it’s active partnership.
We come prepared with recommendations, process improvements, and a plan to help you get the most out of your systems. Catalyst is for teams ready to make consistent progress without needing to manage the support relationship.
Let’s Be Real
The goal isn’t to keep you dependent on us. It’s to help you feel like you’re on top of your systems instead of under them.
We’ll help you spot friction before it becomes fire, surface fixes you might’ve missed, and give you the clarity to act, delegate, or table things with confidence.
Ready to add Monthly Support?
Contact Rising Tide Consulting Today.