By Jay Burgess, Founder and Chief Revenue Architect at TRS

Most businesses I work with tell me the same story: sales are up, marketing is running, but profit margins aren’t moving and cash keeps slipping through the cracks. I’ve seen companies spend millions chasing growth only to realize their systems were never built to hold it.

That’s why I call myself a Revenue Architect. My job isn’t just to help you “sell more.” It’s to design the systems that make revenue smarter, stickier, and more predictable.

What Revenue Architecture Really Means

To me, revenue architecture is about three things:

1. Implementing smarter structures—pricing models, contract terms, membership frameworks.
2. Building the dashboards and controls that give you real-time command of your business.
3. Exploiting the opportunities, misalignments, or loopholes in your market before competitors notice.

Think of the Olympic athlete who earned $100,000 for each world record broken. Instead of smashing it once, he broke it by one centimeter at a time, cashing multiple checks. That’s what revenue architecture does: it spots where the rules of money flow are misaligned and turns them into repeatable cashflow.

How This Works Across Industries

Restaurant

• Implement: Dynamic menu pricing that flexes with ingredient costs and demand.
• Build: Dashboard for table turns, ticket size, and labor-to-revenue ratios.
• Exploit: Micro-loyalty—small, frequent rewards that keep diners returning.

Gym / Fitness Studio

• Implement: Tiered memberships for peak and off-peak hours.
• Build: Trainer productivity dashboards tied to upsells and retention.