--- title: "#56 – From the Trenches: Copier Roots, 10X Growth & MSP Ambition (Dan Strull – GoodSuite)" description: Discover the challenges and strategies behind transitioning from copier roots to a thriving MSP business with insights from Dan Strull of GoodSuite. image: https://beringmckinley.com/hubfs/%2356%20%E2%80%93%20From%20the%20Trenches%20Copier%20Roots%2c%2010X%20Growth%20%26%20MSP%20Ambition%20(Dan%20Strull%20%E2%80%93%20GoodSuite).png --- [Skip to the main content.](https://beringmckinley.com/blog/56-from-the-trenches-copier-roots-10x-growth-msp-ambition-dan-strull-goodsuite#main-content) [![Bering McKinley Logo](https://beringmckinley.com/hs-fs/hubfs/BMK%20(just%20text)%20logo.png?width=588&height=164&name=BMK%20(just%20text)%20logo.png "Bering McKinley Logo")](https://beringmckinley.com) [![BMK (just text) logo](https://beringmckinley.com/hs-fs/hubfs/BMK%20(just%20text)%20logo.png?width=1212&height=224&name=BMK%20(just%20text)%20logo.png "BMK (just text) logo")](https://beringmckinley.com) - [What We Do](https://beringmckinley.com/vision) - [BMK Vision](https://beringmckinley.com/vision) - [BPA](https://beringmckinley.com/business-performance-assessment) - [Master Project Plan](https://beringmckinley.com/master-project-plan) - [Management Consulting](https://beringmckinley.com/management-consulting) - [Sales Consulting](https://beringmckinley.com/sale-consulting) - [Application Consulting](https://beringmckinley.com/application-consulting) - [Finance Consulting](https://beringmckinley.com/finance-consulting) - [Who We Work With](https://beringmckinley.com/who-we-work-with) - [MSP / ITSP (1M or Less Revenue)](https://beringmckinley.com/msps-less-than-1m-revenue) - [MSP / ITSP (1-3M Revenue)](https://beringmckinley.com/msps-1-to-3m-evenue) - [MSP / ITSP (3-15M+ Revenue)](https://beringmckinley.com/msps-3-to-15m-plus-revenue) - [Internal IT Departments](https://beringmckinley.com/it-department) - [Brands We Work With](https://beringmckinley.com/brands-we-work-with) - [ConnectWise](https://beringmckinley.com/brands-we-work-with) - [Intuit / QuickBooks](https://beringmckinley.com/brands-we-work-with) - [MSP Bots](https://beringmckinley.com/brands-we-work-with) - [IT Glue](https://beringmckinley.com/brands-we-work-with) - [Datto](https://beringmckinley.com/brands-we-work-with) - [Lionguard](https://beringmckinley.com/brands-we-work-with) - [SkyKick](https://beringmckinley.com/brands-we-work-with) - [Lifecycle Insights](https://beringmckinley.com/brands-we-work-with) - [Phin](https://beringmckinley.com/brands-we-work-with) - [Alternative Payments](https://beringmckinley.com/brands-we-work-with) - [Vendor? 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This is not a “copier-to-MSP success story” the way people usually tell it. Dan is candid about what actually happens in the middle: cash-flow lessons nobody teaches, operational friction when two business models live under one roof, and the leadership discipline required to build a modern MSP without letting the legacy division dictate every decision. If you’re an MSP owner—or a hybrid dealer/MSP leader—wrestling with profitability, sales structure, and the shift from “we can do IT too” to “we are a technology company,” this episode will feel uncomfortably familiar in the best possible way. --- ## Why “accidental MSP” origins create leadership problems later Many MSPs don’t begin with a grand strategy. They begin with proximity. In Dan’s case, it started the way it did for many copier dealers: as devices moved from analog to digital, dealers found themselves on client networks—installing drivers, troubleshooting issues, and doing real IT work long before they had a formal MSP identity. The first phase feels easy. The second phase is where leaders get exposed—because the business must decide whether technology is a side service or the future operating model of the company. - “We can help with that” is not a business model - Execution standards define identity—not tools - Leadership decisions determine whether MSP growth is real --- ## The MSP problem this episode actually solves Hybrid organizations inherit structural tension. One division is mature, relationship-driven, and operationally stable. The other is strategically essential, margin-sensitive, and still building muscle. This episode addresses three issues that quietly stall MSP growth: - Scaling managed services without financial clarity - Forcing one sales structure to sell fundamentally different offers - Running “one company” while the economics behave like two Dan’s perspective matters because he has lived through the mistakes—and paid for them. --- ## One P&L, two realities Dan describes operating with a single P&L across imaging and MSP operations. That decision simplifies reporting—but it introduces friction if leadership doesn’t accept the tradeoffs. The deeper lesson is this: financial clarity is not an accounting preference. It is an execution requirement. When reporting is unclear, decisions become emotional—and emotional decisions quietly destroy margin. - Visibility drives discipline - Complexity hides margin erosion - Clarity enables scale --- ## Net profit is noisy. Gross profit tells the truth. Net profit can be distorted by overhead allocation, legacy costs, and timing. Gross profit is harder to manipulate. If gross profit is healthy, the business has options. If it isn’t, scale only amplifies pain. - Gross profit reveals delivery health - Net profit often lags reality - Strong GP creates strategic flexibility --- ## Why copier sales success doesn’t transfer cleanly to MSP sales Imaging sales and MSP sales are different crafts. One is product-driven and relationship-heavy. The other is outcomes-driven and trust-dependent. Forcing the same team to sell both usually results in frustration, stalled MSP growth, or both. - Some reps can transition—with intent and support - Most firms eventually need MSP-specific sales leadership - Structure matters as much as compensation --- ## Adjacent services as a growth lever AV and physical security come up as natural adjacencies: same buyer, same budget conversation, minimal conceptual leap. The challenge isn’t opportunity—it’s operational packaging and execution focus. - Adjacency only works when repeatable - “We should do that” must become a process - Execution beats ideas every time --- ## 10X ambition without 10X chaos Dan’s goal is to grow from roughly $13M to $25M without doubling infrastructure. That requires leverage, not heroics. Scaling well means the organization becomes capable of carrying ambition—without burning out people or degrading service. - Systems create leverage - Infrastructure doesn’t need to scale linearly - Growth must be operationalized --- ## Episode highlights - Xerox roots and early network exposure - Cash-flow lessons founders learn the hard way - The identity shift to IT-led MSP - Gross profit as the true health signal - Sales structure realities - Scaling from $13M to $25M --- ## About the guest **Dan Strull** is the founder and CEO of GoodSuite. With decades of experience in imaging and technology-led businesses, he brings a disciplined, execution-first perspective to MSP growth and financial decision-making. [Connect with Dan on LinkedIn →](https://www.linkedin.com/in/dstrull/) --- ## Continue the conversation If you’re an MSP owner focused on disciplined growth, clearer execution, and long-term value creation: 👉 [Learn more about Vision](https://beringmckinley.com/vision) 👉 [Apply to be on the BMK Vision Podcast](https://beringmckinley.com/blog#speaker-form) - [Tweet](https://twitter.com/share) [![#67 – From the Trenches: Cash Moats, Vision Maps & the Next-Gen MSP (Bryan Currier)](https://beringmckinley.com/hubfs/%2367%20%E2%80%93%20From%20the%20Trenches%20Cash%20Moats%2c%20Vision%20Maps%20%26%20the%20Next-Gen%20MSP%20(Bryan%20Currier%20%E2%80%93%20Advantage%20Technologies)-1.png)](https://beringmckinley.com/blog/67-from-the-trenches-cash-moats-vision-maps-the-next-gen-msp-bryan-currier) #### [#67 – From the Trenches: Cash Moats, Vision Maps & the Next-Gen MSP (Bryan Currier)](https://beringmckinley.com/blog/67-from-the-trenches-cash-moats-vision-maps-the-next-gen-msp-bryan-currier) [![Picture of Josh Peterson](https://beringmckinley.com/hs-fs/hubfs/Josh%20Peterson%202024%20picture.png?width=30&name=Josh%20Peterson%202024%20picture.png) Josh Peterson](https://beringmckinley.com/blog/author/josh-peterson) : Dec 30, 2025, 12:00:00 AM Explore financial discipline, strategic vision, and sustainable growth for MSPs with insights from Bryan Currier on building cash moats. [From the Trenches](https://beringmckinley.com/blog/tag/from-the-trenches) [Read More](https://beringmckinley.com/blog/67-from-the-trenches-cash-moats-vision-maps-the-next-gen-msp-bryan-currier) [![Consultants Over Technicians: The Premier MSP](https://beringmckinley.com/hubfs/%2394%20-%20Consultants%20Over%20Technicians%20The%20Premier%20MSP%20%20From%20the%20Trenches.png)](https://beringmckinley.com/blog/consultants-over-technicians-the-premier-msp) #### [Consultants Over Technicians: The Premier MSP](https://beringmckinley.com/blog/consultants-over-technicians-the-premier-msp) [![Picture of Gary Boyle](https://beringmckinley.com/hs-fs/hubfs/gb-profile-2025.jpg?width=30&name=gb-profile-2025.jpg) Gary Boyle](https://beringmckinley.com/blog/author/gary-boyle) : Apr 1, 2026, 6:00:00 AM Discover how MSPs can evolve from being mere technicians to strategic consultants, enhancing client relationships and revenue through value-based... [From the Trenches](https://beringmckinley.com/blog/tag/from-the-trenches) [Read More](https://beringmckinley.com/blog/consultants-over-technicians-the-premier-msp) [![#87 - MSP Owner to Employee: Why He Walked Away](https://beringmckinley.com/hubfs/%2387%20%E2%80%94%20MSP%20Owner%20to%20Employee%20Why%20He%20Walked%20Away%20%20From%20the%20Trenches.png)](https://beringmckinley.com/blog/87-msp-owner-to-employee-why-he-walked-away) #### [#87 - MSP Owner to Employee: Why He Walked Away](https://beringmckinley.com/blog/87-msp-owner-to-employee-why-he-walked-away) [![Picture of Josh Peterson](https://beringmckinley.com/hs-fs/hubfs/Josh%20Peterson%202024%20picture.png?width=30&name=Josh%20Peterson%202024%20picture.png) Josh Peterson](https://beringmckinley.com/blog/author/josh-peterson) : Mar 4, 2026, 12:00:00 AM Discover why some MSP owners choose to walk away from their businesses for better career fulfillment and financial stability. Learn the real costs of... 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