
Michael Trkolta: The 10% Rule — Recurring Revenue, Client Risk, and Leaning Into AI
One client grew to 60% of his revenue. When they left, Michael Trkolta laid off nearly 40% of his staff — and made a rule he has never broken since. Michael Trkolta is the Founder and Managing Director of WebOracle and founder of Premium Links, part of Network Media Group in Melbourne, Australia. He came out of professional tennis, studied at RMIT, and started a directory publishing business with no business acumen and one idea: give local businesses in small townships a place to advertise that they could actually afford. He grew it to 1.5 million readers across the entire east coast of Australia, then sold it — because he could see where dial-up was heading and knew the window would not stay open. That instinct for moving before he has to has defined the twenty-plus years since. He moved into web while most of the market still did not know what a website was, and today runs three companies from a single floor in central Melbourne: WebOracle, a full-service digital agency; Amped Brand, covering FMCG branding and print; and Premium Links, the B2B PR platform that has become the group's entry point into the US market. The turning point in this conversation is a failure. WebOracle's largest client grew to 60% of company revenue, and when they left, Michael cut nearly 40% of his staff. He describes it as the worst day of his life. His wife reframed it as the best one. Since then, no single client has been permitted to exceed 10% of total revenue. From there Henry Harrison draws out the mechanics: what actually counts as recurring revenue and what doesn't, why service level agreements beat project work, and why recurring revenue is the thing that makes a business sellable when most owners have no exit strategy at all. Michael also walks through the Hilton Melbourne relaunch — understanding the audience in the legal and financial district, scoring each channel like a song sheet, and filling the bar five nights a week within three months. He is direct about AI. He describes building a silo for each client, capturing meetings with Granola and loading them into Claude so design, marketing, finance, and management all work from the same versioned record. And he points to a nearby agency of 50 years that collapsed to two people after failing to adopt AI. The talent was strong — he hired half of them. Also in this episode: the five-second test every homepage has to pass, pre-selling an entire book before spending a cent on print, and why the clients you turn down determine your outcome more than the ones you win. Connect with Michael Trkolta WebOracle: https://weboracle.com.au LinkedIn: search Michael Trkolta The Henry Harrison Podcast https://henryharrison.com
















