DENTAL / MANAGED SERVICES / RECURRING REVENUE
Turning a traditional print business into a scalable recurring-revenue company.
Workflow Group provided managed print services, equipment, toner, maintenance, and ongoing support specifically for dental practices. Under the leadership of Coinlete founding partner Brett Horrocks, the company was rebranded, repositioned around the dental industry, and moved toward a recurring membership and managed-services model. The company grew to serve hundreds of dental practices and generated more than $11 million in contracted recurring revenue through multi-year customer agreements.
The Challenge
Workflow Group began as a small, founder-led operation in an industry traditionally built around equipment sales, toner orders, and reactive service. The company had a strong service offering, but growth was dependent on the founder, the branding was not focused on a specific market, and the revenue model was difficult to scale consistently.
What Coinlete Saw
The opportunity was not simply selling more printers. Dental practices needed reliable equipment, predictable costs, automatic toner delivery, maintenance, and someone responsible for keeping their offices running. By focusing entirely on the dental industry and packaging those services into recurring agreements, Workflow could build more predictable revenue while creating a better customer experience.
What Coinlete Built
Inside The
Business.
- Business & Growth Strategy
- Recurring Revenue
- Brand Positioning
- Team & Operations
- 01Complete company rebrand
- 02Dental-industry positioning
- 03Recurring membership and managed-services model
- 04Offer and pricing strategy
- 05Multi-year customer agreements
- 06Sales and customer-acquisition systems
- 07Marketing funnels and lead generation
- 08Customer onboarding systems
- 09Account management and retention processes
- 10Sales, customer success, and operations teams
- 11Internal reporting and operating systems
- 12Strategic partnerships and vendor relationships
- 13Growth to hundreds of dental practices
- 14More than $11M in contracted recurring revenue
Brett's Role
CEO and 50/50 operating partner responsible for company strategy, branding, revenue growth, marketing, sales, hiring, team leadership, systems, and long-term growth. Brett helped turn a small founder-led business into a structured recurring-revenue company serving hundreds of dental practices before exiting in 2022.
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