GoHighLevel White Label Reseller Program Setup: Complete 2026 Guide

If you’re a digital marketing agency wondering whether to white-label GoHighLevel, here’s the short answer: White-label resale turns a $297/mo service cost into a 75-85% margin recurring revenue business. You rebrand the entire platform as yours, charge clients $99-299/mo, and keep $60-90% profit per client after platform costs. A 30-client white-label reseller business generates $2,000-3,000/mo net profit ($24K-36K/year). At 50 clients, you’re at $4,000-5,000/mo profit ($48K-60K/year). No code required, no employee hiring, pure SaaS margin scaling. This guide covers exactly how to set up GoHighLevel’s SaaS Pro white-label tier, price profitably, onboard clients, and reach 50+ clients without burnout.

Key Takeaways

• GoHighLevel SaaS Pro costs $497/mo and includes unlimited client sub-accounts, full white-label branding (custom domain, logo, colors), and resale rights (GoHighLevel pricing, May 2026)
• A white-label reseller with 30 clients at $99/mo generates $2,970/mo gross revenue - $497/mo GHL cost - $1,000/mo ops = $1,473/mo net profit ($17.7K/year); at $149/mo per client, profit jumps to $3,470/mo ($41.6K/year) (GoHighLevel, May 2026)
• White-label resellers report 10-15% annual churn (half of flat-rate agencies’ 25-40% churn) because clients see the reseller’s brand and perceive the platform as proprietary, increasing switching costs (Profitwell, May 2026)
• Setup takes 4-6 weeks (branding, domain, onboarding docs, support workflow) before your first client launches; ramping to 20 clients takes 6-9 months (via referrals, partnerships, or paid ads) (GoHighLevel, May 2026)
• The breakeven point is 15 white-label clients at $99/mo; below 15 clients, margins are thin; at 20+ clients, the model becomes highly profitable (GoHighLevel, May 2026)

Affiliate Disclosure

This post contains affiliate links to GoHighLevel. We earn a commission if you sign up via our link at no additional cost to you. All information is objective and based on current platform capabilities and pricing as of May 2026.

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What Is White-Label Resale and Why Does It Matter?

White-label means you rebrand the platform as your own. Your clients log into a platform branded entirely with your logo, colors, domain name, and support contact. They never see “GoHighLevel” in the UI (unless you choose to mention it in fine print). From the client’s perspective, they’re using your platform, not an off-the-shelf SaaS tool.

This is profoundly different from traditional resale, where you’re a service reseller offering GoHighLevel’s features. White-label is product resale.

Why White-Label Changes Your Business Economics

Model	What Client Sees	Your Pricing	Your Margin	Client Churn	Perceived Value
Service Resale	”I’m using GoHighLevel with Agency Name’s support”	$199-499/mo	40-60%	25-40%	Commodity (easy to replace)
White-Label Resale	”I’m using [Your Brand] CRM platform”	$99-299/mo	75-85%	10-15%	Proprietary (built-in switching costs)

White-label achieves higher margins and lower churn because:

1. Switching costs increase: Client invests in learning your platform (not GHL). If they leave, they’re starting over with a new platform, not just switching vendors.
2. Brand lock-in: They perceive the platform as proprietary to your company, not a resold third-party tool.
3. Support is white-labeled: Your support docs, training videos, and help desk are branded with your name. Clients feel like they own a relationship with you, not with GHL.
4. Pricing power increases: You can charge $99-199/mo for white-label vs. $199-399/mo for service resale, but margins are similar or higher due to operational leverage.

Citation capsule: According to a May 2026 SaaS operator study by Profitwell, white-label resellers achieve 50-75% lower churn than traditional service resellers, because perceived switching costs are 3-5x higher when clients view the platform as proprietary (Profitwell, May 2026). This translates to higher customer lifetime value and more predictable recurring revenue.

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SaaS Pro Tier: What’s Included and What You Need to Know

GoHighLevel’s SaaS Pro tier is purpose-built for white-label resale. It’s the only tier that includes white-label branding and resale rights.

SaaS Pro Features & Cost

Monthly cost: $497/mo (billed annually = $5,964/year)

What’s included:

• ✓ Unlimited CRM contacts across all sub-accounts
• ✓ Unlimited SMS (inbound + outbound)
• ✓ Unlimited 2-way calling with call recording
• ✓ Unlimited email campaigns and automation
• ✓ Drag-and-drop landing pages (100+ templates)
• ✓ Appointment scheduling with SMS reminders and payment collection
• ✓ Full white-label branding (custom domain, logo, colors, custom email domain)
• ✓ Unlimited client sub-accounts (no per-client licensing)
• ✓ Set custom pricing for each sub-account or tier
• ✓ Automated billing (collect payment from clients automatically)
• ✓ Funnel templates and integrations (200+ via Zapier)
• ✓ API access for custom integrations
• ✓ Webhook support

Comparison: SaaS Pro vs. Unlimited Tier

Feature	Unlimited	SaaS Pro	Difference
Cost	$297/mo	$497/mo	+$200/mo
White-Label Branding	✗ None	✓ Full	Required for resale
Custom Pricing per Sub-Account	✗ No	✓ Yes	Essential for resale tiers
Automated Billing	✗ Manual invoice	✓ Stripe/PayPal automation	Scales billing to 50+ clients
Custom Domain	✗ No	✓ Yes (yourplatform.com)	Critical for brand perception
Resale Rights	✗ No (TOS violation to resell)	✓ Yes	Legal requirement
Client Sub-Accounts	✓ Unlimited	✓ Unlimited	Same on both

Key insight: The $200/mo premium for SaaS Pro ($497 vs. $297) is justified only if you’re reselling to 15+ clients. Below 15 clients, the margin is thin. Above 20 clients, the ROI is exceptional.

Upgrade Path

If you’re currently on Unlimited tier ($297/mo) and want to transition to white-label resale, you simply upgrade to SaaS Pro ($497/mo). No data loss, no migration needed. Your existing clients stay in your sub-accounts; you just rebrand and start offering the white-label experience to new clients.

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Step-by-Step Setup: 4-6 Week Timeline

Phase 1: Planning & Prerequisites (Week 1)

Before you purchase SaaS Pro, determine:

1. Company name for the white-label platform: This is what clients will see. Examples:

   • “[Your Agency] CRM” (e.g., “Velocity CRM”)
   • “[Industry] Platform” (e.g., “Local Service CRM”)
   • Standalone brand (e.g., “Growthly”, “Leap”, “Pipedrive alternative”)

2. Domain for the white-label platform: You’ll need a dedicated domain for client login. Examples:

   • yourplatform.com (best)
   • app.youragency.com (secondary)
   • crm.youragency.com (acceptable)
   • Cost: $12-15/year via Namecheap or GoDaddy

3. Logo and brand colors: Prepare a logo (100x100px minimum) and primary color hex code (e.g., #0066CC). If you don’t have brand assets, use Canva ($120/year) to design basics.

4. Support email domain: You’ll need an email address for white-label support, ideally branded:

   • support@yourplatform.com (best)
   • support@youragency.com (acceptable)
   • Cost: Included in most email hosting (Gmail Workspace $12/user/mo, or Zoho $3/mo)

5. Pricing decision: Will you charge:

   • Flat-rate tiers ($99, $149, $199/mo with feature limitations)
   • Value-based (% of client revenue, typically 5-7%)
   • Hybrid (base tier + performance bonus)
   • See /blog strategy <gohighlevel agency pricing strategy guide> for detailed pricing models

Decision: Start with flat-rate tiers (easiest to implement and explain). Migrate to value-based after you have 20+ clients and understand your service delivery costs.

Phase 2: GHL SaaS Pro Setup (Week 2)

Step 1: Upgrade to SaaS Pro

1. Log into your GoHighLevel account
2. Go to Settings → Billing → Upgrade Plan
3. Select SaaS Pro ($497/mo)
4. Enter payment method and confirm

Step 2: Configure White-Label Branding

1. Go to Settings → White Label (this tab appears only on SaaS Pro)
2. Upload your company logo (100x100px PNG or JPG)
3. Set primary color (hex code, e.g., #0066CC)
4. Enter company name (this appears in the header and emails)
5. Enable white-label (toggle on)
6. Save

Step 3: Connect Your Custom Domain

1. In Settings → White Label, find Domain Settings
2. Enter your domain (e.g., app.yourplatform.com)
3. Follow GHL’s DNS instructions:
   • Add a CNAME record in your domain registrar pointing to GHL’s servers
   • Typical CNAME: app.yourplatform.com CNAME yourplatform.gohighlevel.com
4. Allow 24-48 hours for DNS propagation
5. Test: Navigate to https://app.yourplatform.com — you should see the login page branded with your logo and colors

Step 4: Set Up Email Branding

1. In Settings → White Label, find Email Settings
2. Enter your support email (support@yourplatform.com)
3. Configure SMTP (optional, but recommended for deliverability):
   • Use Zoho Mail or Gmail Workspace
   • Add SMTP credentials in GHL settings
   • This ensures emails send from @yourplatform.com, not @gohighlevel.com
4. Create email signature template branded with your company info

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Phase 3: Pricing & Sub-Account Configuration (Week 2-3)

Step 1: Define Your Pricing Tiers

Create 3-4 pricing tiers for different client segments:

Tier	Name	Price	What’s Included	Target Client
Tier 1	Starter	$99/mo	Landing pages, email, basic CRM	Solopreneurs, coaches, small local businesses
Tier 2	Professional	$149/mo	Tier 1 + SMS, calling, appointment scheduling	Small agencies, service businesses, e-commerce stores
Tier 3	Premium	$199/mo	Tier 2 + white-label landing pages, advanced automation	Growing agencies, multi-location businesses
Tier 4	Enterprise	Custom	Custom features, dedicated support, API access	Enterprises, resellers, partners

Pro tip: Price in odd numbers ($99, $149, $199) rather than round numbers ($100, $150, $200). Psychological pricing increases perceived value.

Step 2: Create Sub-Accounts for Each Tier

In GHL, go to Sub-Accounts and create templates for each tier:

1. Sub-Account 1: “Starter Template”

   • Disable advanced features (SMS, calling, advanced automation)
   • Include: basic landing pages, email, CRM
   • Assign: Dashboard, CRM, Email, Automations (limited)

2. Sub-Account 2: “Professional Template”

   • Enable SMS, calling, advanced landing pages
   • Include: all of Starter + SMS, calling, scheduling

3. Sub-Account 3: “Premium Template”

   • Enable all features (advanced automation, API, webhooks)
   • Include: everything

Note: You don’t actually need separate “template” sub-accounts in GHL. Instead, when you create a new client sub-account, you’ll manually assign features during onboarding. GHL’s sub-account permission model lets you enable/disable features per account, so your first client gets SMS disabled if they’re on Starter, but SMS enabled if they upgrade to Professional.

Step 3: Set Up Automated Billing

1. Go to Settings → Billing → Client Billing
2. Enable Automated Billing
3. Connect your Stripe or PayPal account (Stripe recommended for lower fees: 2.9% + $0.30 per transaction)
4. Set billing frequency: Monthly (renews on the same day each month)
5. Create billing templates for each tier (name: “Starter - $99/mo”, “Professional - $149/mo”, etc.)

When you onboard a new client:

• Assign them to a sub-account
• Assign the appropriate billing template (e.g., “Professional - $149/mo”)
• Their card is charged automatically each month
• If payment fails, GHL sends automated retry emails

This is critical for scaling: you don’t manually invoice 50 clients. Billing is automated.

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Phase 4: Client Onboarding & Support Systems (Week 3-4)

Step 1: Create Onboarding Documentation

Build a branded onboarding package (PDF or Notion/Confluence doc) with:

1. Welcome guide (1 page)

   • “Welcome to [Your Platform]”
   • Link to knowledge base
   • Support email and response SLA

2. Getting started checklist (1-2 pages)

   • Create first landing page
   • Connect email and SMS
   • Create first automation
   • Test SMS/email flow

3. Feature walkthroughs (by tier)

   • Starter: Landing pages, email, basic CRM
   • Professional: + SMS, calling, appointment scheduling
   • Premium: + advanced automation, API, integrations

4. FAQ document (2-3 pages)

   • “How do I export contacts?”
   • “How do I add team members?”
   • “What’s the SMS rate limit?”
   • “How do I integrate with Zapier?”

5. Troubleshooting guide (1 page)

   • “Landing page not loading” → Clear cache, check domain
   • “Email not sending” → Check sender authentication, SPF/DKIM
   • “SMS not received” → Check number format, carrier filtering

Where to host: Create a Notion workspace (free) or build a simple knowledge base site using GitBook (free tier). Brand it with your logo and colors.

Step 2: Set Up Support Channels

You need a way for clients to contact you. Choose one or combine:

• Email support (simplest): support@yourplatform.com

  • Cost: Free (if using Gmail or Zoho)
  • SLA: Respond within 24 hours
  • Tool: Use Gmail labels or Zoho’s ticketing

• Help desk (scalable): Zendesk, Freshdesk, or HelpScout

  • Cost: $25-50/mo for startup plans
  • Benefit: Ticket tracking, auto-responses, knowledge base integration
  • Recommended: Zendesk (integrates with Gmail, Slack, phone)

• Community forum (optional): Slack, Discord, or Mighty Networks

  • Cost: Slack ($5/user/mo); Discord (free)
  • Benefit: Peer-to-peer support, reduces support volume

Recommended setup for launch: Email support + Zendesk free tier (handles 3 agents, up to 10 tickets/month free). As you grow, upgrade to a paid plan.

Step 3: Create a Client Portal

Clients need a place to access:

• Account login link (your white-label domain)
• Knowledge base / onboarding docs
• Support contact info
• Billing portal (to update payment method, view invoices)

Simple solution: Create a Carrd page ($19/year) or Notion page with:

Your Platform Client Portal
━━━━━━━━━━━━━━━━━━━━━
Login: https://app.yourplatform.com
Knowledge Base: https://help.yourplatform.com
Support: support@yourplatform.com
Billing: https://billing.yourplatform.com

Link this from your white-label domain home page.

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Phase 5: Launch Internal Processes (Week 4)

Step 1: Document Your Onboarding SOP (Standard Operating Procedure)

Write a checklist for yourself (or a team member handling onboarding):

CLIENT ONBOARDING CHECKLIST

1. Client signs contract and makes first payment
2. Create sub-account in GHL with client name
3. Assign pricing tier (Starter, Professional, Premium)
4. Send welcome email with:
   - Link to client portal
   - Login credentials
   - Onboarding checklist
   - Knowledge base link
5. Schedule 30-min onboarding call
6. During call:
   - Walk through dashboard
   - Create first landing page together
   - Set up first email sequence
   - Test SMS (if Professional/Premium tier)
7. Follow-up email (post-call):
   - Recording of call (Loom video)
   - Next steps checklist
   - When to expect next touch-point
8. 30-day check-in:
   - How is the platform working?
   - Any roadblocks?
   - Upsell to higher tier if appropriate

Step 2: Create Contract Template

Draft a simple contract (use a template from Docusign, Wave, or Loom) covering:

• Service: “[Your Platform] access and support”
• Pricing: “$X/mo for [Tier name]”
• Billing: “Monthly, auto-renew until canceled”
• Cancellation: “30 days written notice”
• Support SLA: “24-hour response time”
• Liability: “We’re not liable for your data; you own your contacts”

Cost: Use free templates or hire a lawyer for $500-1,000 one-time.

Step 3: Set Up Lead Capture for White-Label Resale

Now that your platform is live, you need to drive client acquisition. Set up:

1. Landing page (on your main agency website)

   • Headline: “[Your Platform] — All-in-One CRM for [Your Niche]”
   • Video: 2-min demo of the white-label platform
   • Pricing table (Tier 1, 2, 3)
   • Call to action: “Start Free Trial” or “Schedule Demo”
   • Form: Name, email, company, monthly revenue (for qualification)

2. Lead magnet (to build email list)

   • Free guide: “5 Automation Workflows That Generated $10K/month for [Niche] Clients”
   • Free template: “Email sequence for lead follow-up”
   • Free audit: “CRM audit (identify wasted leads)”
   • Benefit: Build email list of 500+ warm prospects within 3 months

3. Sales process

   • Lead fills form → Assigned to your sales calendar
   • Qualification call: 20 min
   • If qualified: Send contract, set up trial
   • If not qualified: Nurture email sequence

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Pricing Strategy for White-Label Resale

The mistake most resellers make: pricing too low and chasing volume instead of margin.

Recommended Pricing Tiers

Based on market data (May 2026), here’s what white-label CRM platforms charge:

Tier	Price	User Persona	Justification
Starter	$99/mo	Solopreneur, coach, freelancer	Landing pages, email, basic CRM (no SMS/calling)
Professional	$149/mo	Small agency (1-5 clients), service business, e-commerce	+ SMS, 2-way calling, appointment scheduling
Premium	$199/mo	Growing agency (5-20 clients), high-volume operations	+ unlimited automation, API, custom integrations
Enterprise	Custom ($500-2,000+/mo)	Larger agencies, enterprises, resellers	Dedicated support, custom features, SLA

Margin Math at Each Price Point

Scenario: 30 clients across tiers

• 40% on Starter ($99/mo): 12 clients × $99 = $1,188/mo
• 45% on Professional ($149/mo): 14 clients × $149 = $2,086/mo
• 15% on Premium ($199/mo): 4 clients × $199 = $796/mo
• Total gross revenue: $4,070/mo

Costs:

• GHL SaaS Pro: $497/mo
• Support/ops (1 part-time person): $800/mo
• Total costs: $1,297/mo

Net profit: $4,070 - $1,297 = $2,773/mo ($33.3K/year)

Margin: $2,773 / $4,070 = 68%

This is exceptionally healthy for a SaaS business. For context, traditional software companies target 60-70% gross margins; you’re matching that with a service overlay.

Pricing Variations by Niche

Adjust pricing based on your target niche’s willingness to pay:

Niche	Tier 1	Tier 2	Tier 3	Reasoning
Agencies	$99	$149	$199	High revenue; price-sensitive; volume buyers
E-commerce	$99	$149	$199	Medium revenue; SMS/email critical; price-sensitive
Coaching/Consulting	$149	$249	$399	High revenue (coach charges $5K-10K per client); willingness to pay is high
Local Services (HVAC, Plumbing)	$99	$149	$199	Low revenue per customer; SMS/calling critical; price-sensitive
SaaS/B2B	$199	$399	$799	Very high revenue; integration-heavy; willingness to pay is high

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Growth Roadmap: 0 to 50 Clients in 12 Months

Months 1-3: Foundation & First 5 Clients

Goal: Prove the model works, get testimonials, refine onboarding.

Action:

• Launch white-label platform with branding, domain, support email
• Identify 5 warm-lead prospects (existing agency contacts, referrals, past clients)
• Offer first month free or 50% discount in exchange for testimonial/case study
• Conduct 2-3 onboarding calls per week
• Document feedback and refine docs

By month 3: 5 clients, ~$500-750/mo revenue (breakeven on platform costs)

Months 4-6: Product-Market Fit & 15 Clients

Goal: Reach profitability, establish referral loop, identify best customer profile.

Action:

• Analyze your first 5 clients: Which are happiest? Which generate most revenue?
• Double down on that segment (e.g., “if agencies are happiest, focus on selling to agencies”)
• Launch referral program: “Refer a friend, earn $200 credit/referral”
• Create 2-3 case studies from your happiest clients
• Write blog posts on [Your Platform] benefits for your niche
• Partner with 2-3 complementary agencies (they refer you, you refer them)

Acquisition channels (month 4-6):

• Referrals: 40% of new clients
• Warm outreach: 30% (email, LinkedIn)
• Content (blog, YouTube): 20%
• Paid ads: 10% (start small, $500-1,000/mo budget)

By month 6: 15 clients, $1,500-2,000/mo revenue, profitable at 65-70% margin

Months 7-9: Scale & 30 Clients

Goal: Reach $2,500/mo revenue, establish brand awareness, add team support.

Action:

• Launch paid advertising: Google Ads + Facebook Ads targeting your best customer profile ($1,000-1,500/mo budget)
• Hire part-time support person (contractor or VA, 10 hrs/week, $15-20/hr)
• Create video onboarding content (Loom screen recordings, 3-5 videos)
• Host monthly webinars: “How to use [Platform] to [Outcome]”
• Launch partnership program: “White-label resellers earn 30% commission”

By month 9: 30 clients, $3,500-4,000/mo revenue, $2,000/mo net profit

Months 10-12: Optimization & 50 Clients

Goal: Reach $5,000+/mo revenue, establish market authority, optimize unit economics.

Action:

• A/B test pricing: Try raising Starter to $109/mo, Professional to $159/mo (track churn)
• Introduce annual billing: “Pay $1,588/year (13.2 months of value) instead of $149/mo”
• Expand referral/partnership payouts: “Partners earn 40% commission on referred clients”
• Host annual customer conference (virtual, free to all clients) → builds community, reduces churn
• Publish case studies: “How [Client] scaled from $10K/mo to $30K/mo with [Platform]”
• Optimize ads: Pause low-converting campaigns, scale winners

By month 12: 50 clients, $5,500-6,500/mo revenue, $3,500-4,000/mo net profit ($42K-48K/year)

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Common Mistakes & How to Avoid Them

Mistake 1: Pricing Too Low to “Win” Market Share

What happens: You charge $49/mo to undercut competitors. You acquire 50 clients quickly. But support costs explode (every client wants hand-holding at that price), and margins evaporate.

Fix: Price for margin, not volume. A $149/mo client who generates 80% margin is more profitable than a $49/mo client at 50% margin. At 50 clients:

• Low price model: 50 × $49 × 50% margin = $1,225/mo profit
• High price model: 25 × $149 × 70% margin = $2,608/mo profit

High price model is 2x more profitable with half the clients.

Mistake 2: Not Automating Billing

What happens: You manually invoice 30 clients each month. Invoicing takes 5 hours/mo. You forget to invoice someone, miss revenue. Clients complain about payment reminders.

Fix: Enable GHL’s automated billing from day one. Set it up in week 2 (Phase 2, Step 3). Stripe charges the card automatically every month. If a card declines, Stripe sends 3 automated retry emails. Your involvement: zero.

Mistake 3: Skipping Onboarding Documentation

What happens: Every client onboarding is different. You explain the same features over and over. Clients get confused and churn. Support emails pile up.

Fix: Document everything in week 3 (Phase 4). Create a 5-page onboarding guide, feature walkthroughs, FAQ, and troubleshooting. When you onboard a new client, send the docs before the call. 80% of their questions are already answered. Calls become 20-min demos instead of 60-min trainings.

Mistake 4: Not Tracking Client Churn

What happens: You hit 30 clients, then 2-3 cancel each month. You don’t track why. You replace them with new sign-ups, but the churn cycle continues.

Fix: Track monthly churn rate. When a client cancels:

1. Send cancellation survey: “What’s one thing we could’ve done better?”
2. Schedule exit call: “Help us understand what went wrong.”
3. Review churn patterns: Are certain tiers churning more? Is it after 3 months? Is it always the same issue?
4. Fix the issue before it causes more churn.

White-label should achieve 5-10% churn. If yours is 15%+, something’s broken in onboarding or support.

Mistake 5: Not Upselling or Creating Upsell Triggers

What happens: Client signs up for Starter ($99/mo) and stays there. You never mention Professional ($149/mo). Revenue per client stagnates.

Fix: Create upsell triggers:

• 30-day check-in: “You’re using landing pages heavily. Professional tier unlocks SMS + calling for $50 more/mo.”
• Monitoring: If client uses 80%+ of features, automatically send upsell email.
• Tiered feature gating: If client hits SMS limit on Starter tier, show “Upgrade to Professional” prompt.
• Target: 20% of clients should upsell within first year, adding $20-30/mo per client.

Mistake 6: Ignoring Customer Support Quality

What happens: You’re heads-down acquiring clients. Support email backlog hits 50 messages. Clients wait 2 days for a response. They cancel.

Fix: Support is not optional in white-label. Commit to:

• 24-hour response SLA: Respond to every support email within 24 hours
• Hire early: At 20 clients, bring on a part-time support person (10 hrs/week) to handle tickets
• Knowledge base: 80% of questions should be answerable by your docs. Knowledge base reduces support