Business Done Better: From holistic health practitioner to a 200-client operations empire built on HighLevel
How Rebecca Sunnen Kallaus turned a decade of "systems thinking," one restructuring project gone sideways and a refusal to sell software she didn't believe in yet into three interlocking businesses on HighLevel.
Summary
Rebecca Sunnen Kallaus runs Business Done Better, three HighLevel-built arms serving coaches: SaaS at $199/month, fulfillment hours, and full operations engagements. She found HighLevel in 2020 but waited nearly three years to sell it, unwilling to stake her name on an unproven platform. She's since grown a 25-person team serving close to 200 customers with zero paid advertising, now counting Founder's Club and School of Hard Knocks among her clients.
HighLevel Products used
SaaS Mode (white-label reselling)
Pre-built snapshots (full software templates deployed to every new client)
Workflow and automation building
Pipeline architecture and client journey mapping
Conversational AI (upsold add-on)
Two-way texting and unified communication
Forms and funnels
Agency-level reporting and account management
Trailing 12-month monthly recurring revenue. Up 1.1% over the prior period, drawn directly from CRM Done Better's SaaS billing.
Trailing 12-month net volume. Up 95.5% year over year across the full Business Done Better offer stack.
Active paying customers Built almost entirely through word of mouth and direct network referrals, with a formal referral partner program still in progress.
Team members grown from a solo operator in under three years, with the first hire made in February 2023.
The Challenge
A platform she didn't trust yet, a niche she didn't choose, and a business built with no map to follow
Rebecca's background wasn't marketing, and it wasn't tech. It was holistic health. Laser therapy, specifically, where she taught other practitioners how to run their own systems. Somewhere in that work she noticed the pattern that would define the next decade: she wasn't actually a health practitioner who happened to be good at business. She was a systems person who happened to land in health first.
That pattern followed her into a seven-month operations overhaul for a flooring company in 2019, where she implemented HighLevel for the first time to build out their marketing department. She had no technical training. She had a decade of business development and operations experience and a habit of seeing connections others missed.
A platform she wasn't sure would survive
Rebecca implemented HighLevel in February 2020 and immediately found a bug that turned edited email templates into raw HTML. She assumed the software was still in beta. It wasn't. She spent the next two and a half years watching the platform mature before she trusted it enough to build a business on top of it.
A niche that chose her, not the other way around
Her first HighLevel client wasn't a strategic bet. She was a random connection who happened to be launching a coaching business at the exact moment Rebecca was pre-launch herself. Rebecca quickly realized that she was now serving coaches, a niche that is famously not tech-savvy and famously not flush with cash.
No sales or marketing engine to speak of
Rebecca describes herself as terrible at marketing to this day. For years, every client came from her direct network. That works until it doesn't, and she's been open that closing the gap between operations excellence and a repeatable acquisition channel is still unfinished work.
"I got so mad at the person who brought me in, I was like, why didn't you tell me they're still in beta. He's like, they're not in beta. I said, this is February of 2020." — Rebecca Sunnen Kallaus
The Solution
Build the snapshot once, standardize the pipeline, and only sell what you'd stake your reputation on
Rebecca didn't start selling HighLevel as SaaS until the end of 2022, nearly three years after her first implementation. She has an admitted high bar for anything she collects money for, and she wasn't willing to charge clients for a platform she wasn't fully confident in yet.
Once she committed, she built what she calls a smart snapshot: a complete software template covering pipelines, workflows and automations, deployed automatically to every new coach who signs on.
The snapshot isn't generic. It's built around pipeline stages first, because Rebecca's core belief is that most agencies fail not because of bad software but because nobody mapped the client journey before building around it.
The offer structure reflects the same operations-first thinking.
CRM Done Better sells the full snapshot for $199 a month with no setup fee, with a $297 add-on for AI.
Team Done Better sells fulfillment hours in blocks from 25 to 500, so scope creep becomes a pricing conversation instead of a resentment.
Operations Done Better runs a $500, 90-minute assessment call that scores a business across 45 points and 15 sections, then hands over a three-month done-with-you engagement to fix what's broken.
None of it was built for acquisition speed. It was built so that when a client like School of Hard Knocks compares her agency against operators with a hundred exits between them, the systems do the talking.
"When it comes to building a snapshot, most people don't understand business. That's the edge we have as an operations company." — Rebecca Sunnen Kallaus
The Results
A word-of-mouth-only agency that now competes for clients against nine-figure operators
Rebecca's first HighLevel client went on to build a $2M ARR coaching business and brought a wave of referrals with her, effectively defining Rebecca's niche before she'd chosen one. She now runs three offer types (SaaS, fulfillment hours, and full operations engagements) across roughly 200 active customers, with trailing 12-month net volume up 95.5% year over year.
The team has grown from solo operator to 25 people since the first hire in February 2023. Rebecca has personally consulted with more than ten HighLevel department heads on product feedback, contributed to security changes following a $2,500 fraud incident on her own account, and helped edit wireframes for features still rolling out today.
Two of her current clients, Founder's Club and School of Hard Knocks, represent the clearest proof of the model. Landing School of Hard Knocks wasn't a cold close or an ad-driven win. It came from the same referral-only, reputation-first approach that landed her first client back in 2020.
Trailing 12-month net volume
Up 95.5% year over year, built without a single dollar of paid advertising.
Active paying customers
Acquired entirely through direct network and word of mouth, with a referral partner program now in development.
Team members
Grown from solo operator to a 25-person team in under three years.
Interlocking business arms
CRM Done Better, Team Done Better and Operations Done Better, all built on and around HighLevel.
"I now work with my top two dream clients." — Rebecca Sunnen Kallaus
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Disclaimer: The results shared in this case study reflect the experience of one HighLevel user and are not typical or representative of what other users may achieve. Business Done Better's growth and revenue outcomes are specific to their unique business model, market and execution. Revenue figures represent gross revenue during the stated period and do not reflect expenses or net profit. HighLevel makes no representations, warranties or guarantees regarding potential earnings, client growth or business success. This content is for illustrative and informational purposes only and does not constitute a business opportunity, franchise offering or earnings guarantee. Past performance does not predict future results and individual results will vary significantly.
