Play It Smart

Alexej Pikovsky

Play It Smart is the show where Alexej Pikovsky sits down with MSP operators and business owners and takes apart how they actually do it: winning clients, pricing, staying lean, using AI, and building toward an exit worth having. Season 2 is dedicated to MSP operators. Past guests include Rand Fishkin of Moz and SparkToro and the founders of Chili Piper, Flowchat and 3DLOOK.

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Play It Smart

Episodes (30)

Thu Jul 23rd Buying MSPs at 1-2x Profit While the Market Pays 5-8x
Tue Jul 21st The Google-Only MSP That Turned Its Audit Into a SaaS
Sat Jul 11th 140 Clients, No Employees: How a Solo MSP Does It

Play It Smart

Jul 23, 2026
41 minutes
37 MB

Peter Moriarty built itGenius, a Google-first, cloud-only MSP, from a $20-an-hour teenage side hustle into Australia's number one Google partner for small business. His growth playbook breaks every MSP convention: he serves the under-20-seat clients nobody else wants, buys distressed competitors at 1-2x profit while the market pays 5-8x EBIT, gets 90% of new clients from YouTube organically, and keeps 95% of acquired customers with a "give love" onboarding philosophy. We also get into the AI bot that's already eating his help desk, the labor-arbitrage model behind his "AirAsia of IT" pricing, and why he thinks level-one support is...

Play It Smart

Buying MSPs at 1-2x Profit While the Market Pays 5-8x

Alexej Pikovsky

00:00 -40:52