#56 – From the Trenches: Copier Roots, 10X Growth & MSP Ambition (Dan Strull – GoodSuite)

In this episode of From the Trenches, Josh Peterson sits down with Dan Strull, founder and CEO of GoodSuite, to explore one of the most common—and misunderstood—origin stories in the MSP industry: the transition from copier and imaging roots into full-scale managed services. Dan shares how his career began at Xerox in the late 1980s, how copier dealers naturally found themselves sitting on client networks, and how that proximity to IT quietly opened the door to MSP revenue long before most dealers realized what was happening. The conversation ties directly into how MSP leaders must think about vision, execution, and financial clarity as they evolve beyond their original business model.

Throughout the discussion, Dan and Josh dig into the real challenges of scaling two businesses under one roof—imaging and MSP—without losing financial discipline or cultural alignment. They unpack cash-flow mistakes, sales model conflicts, platform complexity (ConnectWise, e-Automate, and CEO Juice), and why copier dealers often have stronger financial operating habits than younger MSPs. Dan also explains his long-term ambition to flip GoodSuite’s revenue mix from imaging-heavy to technology-led, the leadership tension that comes with 10X thinking, and why gross profit—not net profit—is often the clearest signal of operational health. For MSP owners navigating growth, diversification, and ambition, this episode reflects many of the same execution realities addressed inside the BMK Vision operating system.

For MSP leaders focused on scaling with discipline and clarity, explore additional insights from Bering McKinley on building long-term operational vision and how financial structure supports sustainable growth.

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Episode Highlights

• 00:00:28 – Dan’s Xerox roots and how copier dealers first entered client networks.
• 02:44:00 – Launching a business with young kids and learning cash-flow the hard way.
• 07:59:00 – The defining shift from copier company to IT-led MSP.
• 09:00:00 – Managing one P&L across imaging and MSP operations.
• 13:55:00 – Financial models, benchmarking, and hard operational decisions.
• 19:22:00 – Gross profit as the true signal of MSP health.
• 25:11:00 – Sales structure challenges between copier and MSP teams.
• 44:28:00 – 10X growth ambition and the path from $13M to $25M.

About the Guest

Dan Strull is the founder and CEO of GoodSuite, a technology-led organization with deep roots in the imaging and copier industry. With decades of experience building, acquiring, and scaling businesses, Dan brings a disciplined, growth-oriented perspective to MSP leadership, sales strategy, and financial execution.

🌐 Connect with Dan on LinkedIn →

About the Host

Josh Peterson is the CEO of Bering McKinley and host of the BMK Vision Podcast, where he speaks candidly with MSP owners, operators, and industry leaders about execution, growth, and long-term business value.

🔗 Connect with Josh on LinkedIn →