Solanasis Docs

Solanasis-Upwork-Setup-Playbook

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Solanasis Upwork Playbook

Setting Up a Professional Consulting Firm on Upwork Without Undermining Your Brand

1. First — Is Upwork Beneath You? (Reframing the Perception)

Your Instinct Is Half Right

The “Upwork = cheap freelancers” stigma was accurate in 2018. It’s outdated in 2026. Here’s why:

What’s changed:

  • Upwork paid out over $4B to freelancers in 2025
  • 18M+ freelancers, 800K+ clients — it’s a massive marketplace, not a gig board
  • For projects above $5K, 63% of clients prefer agencies over solo freelancers
  • Upwork’s Expert-Vetted program (top 1%) now routes Fortune 500 enterprise clients to elite talent
  • Cybersecurity consulting firms like BetterCyber Consulting are already on there as Expert-Vetted, charging premium rates
  • Upwork’s Project Catalog and Consultations now drive 35% of new client engagements through fixed-price professional services
  • AI implementation, cybersecurity, and consulting are among the highest-demand and highest-rate categories on the platform

Who’s actually on Upwork as clients:

  • PE firms looking for portfolio company support (this is literally in Upwork’s marketing)
  • Startups needing compliance help (SOC 2, HIPAA)
  • SMBs who can’t afford Big 4 but need real expertise
  • Nonprofits with grant-funded projects and tight budgets
  • CFOs and COOs searching for fractional expertise

The key insight: Upwork isn’t your brand — it’s a channel. Just like being on LinkedIn doesn’t make you a “LinkedIn company” and being listed in a Vanta partner directory doesn’t make you a “Vanta company.” It’s a lead generation channel, nothing more.

The Real Risk (And How to Neutralize It)

The actual perception risks are:

RiskSeverityMitigation
Client Googles “Solanasis” and finds Upwork profileMediumMake the profile so professional it REINFORCES credibility (Section 3)
Client thinks you’re a “freelancer” not a “firm”MediumUse the Agency account, not a personal freelancer account
Lowball rate expectations from Upwork buyersLowPrice at your real rates — Upwork’s algorithm actually rewards higher rates for expert categories
Upwork reviews visible publiclyLow-MediumThis is actually a BENEFIT — social proof. But you must maintain 5-star reviews
Off-platform payment circumvention riskHighNever discuss taking work off-platform — Upwork monitors this and will ban you

Pro Tip: The firms that look bad on Upwork are the ones that treat it like Craigslist — generic profiles, low rates, desperation energy. If you show up the way McKinsey shows up at a conference (polished, specific, premium), you’ll stand out dramatically from the noise. The bar is so low on Upwork that looking professional is itself a competitive advantage.

2. Strategic Decision: Agency vs. Personal Profile

The Verdict: Set Up BOTH (Here’s Why)

You need two accounts working in tandem — and they’re technically the same login:

  1. Solanasis Agency Account — This is your primary client-facing profile for all engagements
  2. Dmitri’s Individual Freelancer Profile — This is your “founder” profile that is the owner of the Agency

How this actually works in Upwork’s system:

  • You register ONE Upwork account (your personal login)
  • Under that account, you can add multiple “Account Types” — Freelancer, Client, and Agency
  • The Agency is a special type of Freelancer account that you create from within your existing Freelancer account
  • You do NOT register separately — it’s all under one username/password
  • Per Upwork’s Terms of Service (ToS): “You agree not to register for or maintain more than one Account” — so this is the only legal way to do it

Why you want the Agency account specifically:

  • The Agency account gives you the “firm” positioning — your company name, logo, tagline, and description front-and-center
  • Your individual profile inside the agency lets you personally build a Job Success Score (JSS) and earn badges
  • Clients can see both — they hire the Agency, but they can see the team member profiles, which builds trust
  • When you add 1099 contractors later, they join under the Agency umbrella via invitation
  • Agency accounts can earn their own badges (Rising Talent, Top Rated, Top Rated Plus)
  • Your company name, tagline, and logo display on all agency member profiles, proposals, and search results

Agency Account Requirements (Verified from Upwork Official Docs, March 2026)

⚠️ CORRECTION from earlier version: There is NO minimum member count to create an agency. You CAN create and operate an agency as just yourself (the owner). The “2-member minimum” that is widely cited online refers specifically to the Rising Talent badge requirement for agencies — not to creating the agency itself.

Here’s what you actually need:

  1. An active Upwork Freelancer account — You must have a personal freelancer profile first

    • Your individual profile rating and JSS matter because your agency’s initial credibility is tied to your personal reputation
    • Your profile must be verified (government ID, potentially video verification)

  2. Agency creation — From your account, go to Settings → Create Agency

    • Choose an agency name, tagline, and description
    • Select up to 10 “Agency Services” (specializations)
    • Set a primary location
    • You can only create ONE agency per Upwork account

  3. Agency Plus membership (~$20/month) — REQUIRED to do anything useful

    • Agency Basic (free) only lets you work on current active projects and use Uma (Upwork’s AI assistant) on a limited basis. You CANNOT: submit proposals, buy Connects, boost your agency profile, or add team members
    • Agency Plus unlocks: submitting proposals, purchasing Connects, boosting profiles, adding team members, availability badges, and a custom vanity URL
    • Agency Plus Connects roll over up to 400 unused per month (expire after 1 year)
    • Agency Plus is billed separately from any personal Freelancer Plus subscription

  4. Team members (OPTIONAL to start, but recommended)

    • You can add team members at any time as long as you have Agency Plus
    • Each team member must have their OWN Upwork account (you cannot share credentials — this is a ToS violation)
    • You invite members via Settings → Teams & Members → Invite a New User
    • They accept or decline the invitation
    • Members set their own profile up — the agency owner does NOT control their personal account

Exclusive vs. Non-Exclusive Agency Members (Critical Decision)

When a team member joins your agency, they choose one of two modes. This matters a LOT for badges and branding:

Exclusive Members:

  • Their Upwork profile shows ONLY the agency — they cannot take independent work on Upwork outside the agency
  • Your agency name, logo, and tagline appear on their profile
  • They inherit the agency’s badge on their profile (if the agency earns Rising Talent, Top Rated, or Top Rated Plus, all eligible exclusive members display it too)
  • Best for: 1099 contractors who will ONLY do Solanasis work on Upwork — maximizes your brand consistency

Non-Exclusive Members:

  • They can work independently on their own Upwork profile AND work under the agency
  • Agency branding does NOT appear on their profile by default (they choose which “team” to display)
  • They do NOT inherit the agency’s badge
  • Best for: Contractors who also freelance on their own — they can contribute to agency projects without giving up their independent profile

Pro Tip: For Solanasis, you want your 1099 contractors to be exclusive members. Here’s why: (1) Their profile displays “Solanasis” branding, reinforcing that you’re a firm with a team, not one person. (2) They inherit your agency’s badges — so when you earn Top Rated, every exclusive member’s profile shows it too. (3) It presents a unified front to clients. The tradeoff is they can’t independently freelance on Upwork while exclusive — discuss this upfront with contractors. They can always switch from exclusive to non-exclusive later if needed.

How Agency Earnings and Payments Work

This is important because it directly impacts your 1099 contractor model:

  • All earnings from agency contracts go to the agency’s Upwork account — NOT to individual member accounts
  • The agency owner (you) controls withdrawals from the agency account
  • How you pay your team is managed PRIVATELY outside of Upwork — Upwork explicitly states: “Your relationship with an agency, including how you get paid, is managed privately outside of Upwork”
  • This means: you withdraw agency earnings, then pay your 1099 contractors per your own agreements (via Xero, direct deposit, whatever you use)
  • Upwork takes ZERO responsibility for how you compensate team members — they only handle client → agency payments

Pro Tip: This is actually perfect for the Solanasis model. You set your agency rates at 250/hour, pay your 1099 contractors a lower rate (say 100/hour depending on the work), and the margin funds the business. Upwork’s system is designed for exactly this — it’s how agencies have operated on the platform since inception. Just make sure your 1099 contractor agreements are properly documented for tax/legal purposes.

Agency Roles and Permissions

RoleCan Submit ProposalsCan Accept OffersCan Manage FinancesCan Edit Agency ProfileCan Add/Remove Members
Owner (you)✅✅✅✅✅
Admin✅✅✅✅✅
Business Manager✅✅✅ (oversees financials)❌❌
Agency Member✅ (using agency Connects)❌❌❌❌
  • All members draw from the agency’s shared Connects pool when submitting proposals
  • All agency proposals must have an assigned agency member (the person who’ll do the work)
  • Business Managers handle offer acceptance and financial oversight — useful when you eventually delegate sales

Fee Structure You Need to Know (Verified March 2026)

Freelancer/Agency side:

  • Variable service fee: 0%-15% per contract (most freelancers report ~10%, with an average effective rate of 12-13% according to 2025 user surveys)
    • Fee is shown before you accept a contract and locked for the contract’s duration
    • Higher-demand skill categories (cybersecurity, AI, consulting) may get different rates — but Upwork doesn’t publicly disclose the algorithm
    • For “Any Hire” contracts (where the client approaches you directly or has paid the conversion fee): 0% service fee
    • For “Direct Contracts” (clients you bring to Upwork yourself): reduced service fee (0% with Freelancer Plus)
  • Connects: $0.15 each, proposals cost 1-8 Connects depending on the job
    • Agency Plus includes Connects; can purchase additional in bundles
    • Connects cannot be shared between your personal freelancer account and your agency account — even though they’re the same login
    • Max rollover: 400 unused Connects per month
  • Payment processing: 3% on withdrawals (1% for ACH in the US — use this!)
  • Payment timing: Hourly contracts pay 10 days after billing period; fixed-price pays 5 days after client approval

Client side (for your awareness when pricing):

  • Marketplace fee: Up to 7.99% on payments to freelancers (3% for US clients paying via ACH)
  • Contract initiation fee: 14.99 per new contract (every new contract, even with a freelancer you’ve worked with before)
  • Business Plus clients: 10% service fee (8% with ACH), but contract initiation fees waived for contracts over $100
  • This means your client pays 3-8% on top of your rate — factor this into pricing discussions

The Conversion Fee — Full Details (Verified from Upwork Official Support):

The conversion fee is how clients legally move a relationship off Upwork within the first 2 years:

  • Formula: 13.5% × (freelancer’s hourly rate × 2,080 hours)
    • 2,080 = 52 weeks × 40 hours/week (assumes full-time annual equivalent)
    • For hourly contracts: they use the HIGHEST hourly rate charged between that specific freelancer and client
    • For fixed-price contracts: they use the hourly rate listed on the freelancer’s profile
  • Example: If your profile rate is 200 × 2,080) = 13.5% × 56,160 conversion fee**
    • Yes, it’s enormous at consulting rates — which is exactly why you DON’T try to go off-platform early
  • Activity-based discount: Upwork applies discounts based on total marketplace fees already paid by the client and length of the relationship. Eligible discounts are calculated and shown automatically during the conversion process
  • After 2 years: The conversion option may not appear automatically — you may need to contact Upwork support. But the relationship has “expired” from Upwork’s ToS perspective and you can work directly
  • The fee is paid ONCE per specific freelancer/client relationship — the client initiates the process
  • Important: Taking work off-platform WITHOUT paying the conversion fee is a ToS violation that can result in permanent account suspension

Pro Tip: At your rate range (250/hr), the conversion fee makes it financially impractical for clients to pull you off Upwork quickly — which is actually fine for you in the early stages. You WANT to be on Upwork building reviews and earning badges. The natural transition point is either: (1) after 2 years when there’s no fee, or (2) when a client’s total Upwork spend with you is high enough that the activity-based discount makes the conversion fee reasonable. Many established consulting firms use Upwork as a “top of funnel” tool — they land the initial engagement on-platform, deliver exceptional work, and the client eventually transitions to a direct relationship through the proper channels. This is completely legitimate.

3. Setting Up the Solanasis Agency Profile (Step by Step)

Step 1: Create Your Individual Freelancer Account

Go to upwork.com and sign up as an individual freelancer first. You must have a personal profile before you can create an Agency.

Your individual profile settings:

  • Real name: Dmitri [Last Name] (must match your government ID — Upwork verifies)
  • Professional headline: Fractional CIO/CISO | Security Assessments & Compliance for PE-Backed SMBs
    • Why: Specific, niche, signals executive-level expertise, not “freelancer” energy
  • Hourly rate: 250/hour
    • Why: This signals premium positioning. Upwork’s algorithm actually prioritizes higher-rate professionals for enterprise client matching. Do NOT undercut yourself — cheap rates attract cheap clients.
    • Your competitors on Upwork (cybersecurity consultants) charge 300/hour
  • Profile photo: Professional headshot, neutral background, business casual
    • Not a logo — Upwork requires a real human photo for individual profiles
  • Location: Boulder, Colorado (this helps with local client matching)

Professional overview (your bio):

I'm the founder and CEO of Solanasis, a fractional CIO, CISO, and COO
firm that helps PE-backed SMBs and nonprofits strengthen their 
operational resilience.

We specialize in:
→ Security assessments and compliance readiness (SOC 2, ISO 27001, HIPAA)
→ Disaster recovery verification and business continuity planning
→ Post-acquisition IT integration for PE portfolio companies
→ Data migrations and systems integration
→ CRM setup and optimization
→ Responsible AI implementation (ISO 42001)

Before founding Solanasis, I built and scaled a bootstrapped ERP SaaS 
company from the ground up. I understand technology AND business 
operations — which is why our clients trust us to be their long-term 
operational resilience partner, not just a one-time assessor.

We work with organizations that need real expertise but aren't ready 
for (or don't need) a full-time CIO or CISO. Our approach: start with 
a focused assessment, deliver a board-ready report, then help you 
implement the recommendations and maintain ongoing security posture.

Frameworks we work with: SOC 2, ISO 27001, HIPAA, PCI DSS, ISO 42001,
NIST CSF, CIS Controls.

Skills to add (select all that apply from Upwork’s skill tags):

  • Cybersecurity
  • Information Security
  • Security Assessment
  • IT Consulting
  • Compliance
  • SOC 2
  • ISO 27001
  • Risk Management
  • Disaster Recovery
  • Data Migration
  • CRM
  • Business Continuity Planning
  • IT Strategy
  • Virtual CISO / vCISO

Portfolio items to upload:

  • An anonymized sample security assessment executive summary (1-2 pages)
  • An anonymized sample DR verification report
  • A case study document (even a hypothetical one structured as Problem → Approach → Outcome)
  • Your Solanasis 1-pager or service overview PDF

Step 2: Create the Solanasis Agency

Once your individual profile is approved and complete, you can create an Agency. You do NOT need team members to create the agency — you can start it as just yourself and add members later.

How to create:

  1. Go to Account Settings (desktop) or Settings (mobile)
  2. Find the “Create Agency” option
  3. Fill in agency name, tagline, and description
  4. Select your Agency Services (up to 10 specializations)
  5. Set primary location (Boulder, CO)
  6. Subscribe to Agency Plus (~$20/month) — you must do this to submit proposals, add members, or buy Connects. Without it, you can only work on existing active projects.

Agency profile settings:

  • Agency name: Solanasis
  • Agency headline: Fractional CIO, CISO & COO | Operational Resilience for PE-Backed SMBs & Nonprofits
  • Agency overview:
Solanasis is a fractional CIO, CISO, and COO firm that helps 
PE-backed SMBs and nonprofits build operational resilience through 
security assessments, compliance readiness, disaster recovery 
verification, data migrations, and systems integration.

Founded by an entrepreneur who built and scaled a successful ERP SaaS
company, Solanasis combines deep technical expertise with real 
business operating experience. We don't just find problems — we fix 
them and stick around to make sure they stay fixed.

OUR APPROACH:
We start with one of three wedge services — a security assessment,
disaster recovery verification, or data migration — to establish 
trust and understand your environment. From there, we become your 
ongoing operational resilience partner.

WHO WE SERVE:
• PE portfolio companies (post-acquisition IT assessment and integration)
• SMBs preparing for SOC 2, ISO 27001, or HIPAA compliance
• Nonprofits needing to professionalize their IT operations
• Organizations implementing or governing AI systems (ISO 42001)

WHAT MAKES US DIFFERENT:
• We understand business operations, not just technology
• Productized, predictable service packages with clear deliverables
• Board-ready reporting that executives and investors actually read
• We're your partner, not your vendor — we're invested in your 
  long-term success
  • Team members: You’re the owner. Add 1099 contractors as they come on board.
    • For the Rising Talent agency badge: you’ll eventually want 2+ members with the owner’s profile 100% complete and other members’ profiles averaging 60%+ complete
    • Set contractors as exclusive members to display Solanasis branding on their profiles and inherit agency badges
    • Each contractor must create their own Upwork account first — then you invite them via Teams & Members
    • Remember: You CAN operate and submit proposals as a solo agency owner. Adding members is recommended but not required.
  • Agency specializations: IT & Networking, Cybersecurity, Consulting
  • Agency portfolio: Upload the same items from your personal profile, plus any additional case studies or service overviews

Step 3: Set Up Your Project Catalog (Productized Services)

This is where Upwork has gotten dramatically more professional. The Project Catalog lets you sell fixed-price, packaged services — exactly like a consulting firm would price a proposal. This is NOT hourly freelance work; it’s productized consulting.

Create these three catalog listings:

Catalog Item 1: SMB Security Assessment

  • Title: “Comprehensive Security Assessment for SMBs — Board-Ready Report in 2-3 Weeks”
  • Description: Highlight what’s included, deliverables, timeline
  • Price: 15,000 (set as a range or fixed)
  • Delivery time: 2-3 weeks
  • What’s included: Vulnerability assessment, risk analysis, gap identification, prioritized remediation roadmap, executive summary report

Catalog Item 2: Disaster Recovery Verification

  • Title: “Disaster Recovery Plan Verification & Testing for Business Continuity”
  • Description: We test your DR plan so you know it actually works
  • Price: 10,000
  • Delivery time: 1-2 weeks

Catalog Item 3: Compliance Readiness Assessment

  • Title: “SOC 2 / ISO 27001 Compliance Readiness Assessment — Know Exactly Where You Stand”
  • Description: Gap analysis against your target compliance framework
  • Price: 12,000
  • Delivery time: 2-3 weeks

Pro Tip: Project Catalog items now drive 35% of new client engagements on Upwork. Clients browse these like a menu and purchase directly — no proposal writing needed. This is where the platform has evolved from “hire a freelancer” to “buy professional services.” Treat your catalog items like the packages on your website.

Step 4: Set Up Consultations

Upwork’s Consultation feature lets vetted freelancers charge for paid consultation calls. This is essentially a paid discovery call.

  • Consultation rate: 300/hour
  • Availability: 30 or 60 minute slots
  • Description: “Book a consultation to discuss your organization’s security posture, compliance readiness, or IT operational challenges. I’ll provide actionable recommendations you can implement immediately.”

Requirements: You need Rising Talent, Top Rated, Top Rated Plus, or Expert-Vetted badge to offer Consultations. Focus on earning Rising Talent quickly (see Section 5).

4. What NOT to Do (Protecting Your Brand)

Hard Rules

  1. NEVER discuss off-platform payment — Upwork monitors messages. Any hint of “let’s take this off Upwork” or sharing personal email/phone before a contract exists will get you flagged or banned. Keep ALL communication on-platform until a contract is in place. Badge penalty: If you direct or accept payments outside Upwork’s payment system, or repeatedly communicate off-platform before a contract exists, you’ll lose your Rising Talent, Top Rated, or Top Rated Plus badge and won’t be eligible to earn them again for 6 months.

  2. NEVER lowball your rates — If a client asks you to lower your rate “because it’s Upwork,” politely decline. Say: “Our rates reflect the quality and depth of our deliverables. We’re happy to discuss scope adjustments if budget is a concern.” Premium pricing IS your brand protection.

  3. NEVER accept work that doesn’t fit your positioning — Turning down work that’s below your level (password resets, basic IT support) protects your profile from reviews that dilute your brand. Only accept engagements aligned with your core offerings.

  4. NEVER send generic proposals — Every proposal should reference the specific client’s situation, demonstrate you read their posting, and include a mini-assessment or observation that shows expertise. This is consulting sales, not bidding.

  5. NEVER leave a contract without closing it properly — Incomplete or disputed contracts destroy your JSS (Job Success Score). If a project scope changes, communicate proactively and adjust the contract formally.

  6. NEVER badmouth Upwork to a client — Don’t say “I know this is just Upwork, but…” You’re positioning yourself as premium. Treat the platform as a legitimate business channel, because it is.

Soft Rules

  • Don’t over-explain why you’re on Upwork — If a client asks, a simple “We use multiple channels to connect with clients who need our expertise” is sufficient. Don’t be defensive.
  • Don’t compete on price — Let the low-cost freelancers race to the bottom. You’re competing on expertise, deliverables, and outcomes.
  • Don’t accept small “test” projects under 3,000+.

Pro Tip: The single biggest brand-protection move is pricing. A cybersecurity consultant charging $200/hour with detailed service packages and a professional agency profile doesn’t read as “cheap freelancer” — it reads as “premium expert who happens to be accessible on this platform.” The price IS the positioning.

5. The Badge Progression Strategy (Building Credibility Fast)

Upwork’s badge system is your credibility accelerator. Important: Freelancer badges and agency badges have DIFFERENT requirements. You’ll be building both simultaneously — your personal freelancer badges and the Solanasis agency badges.

Badge Ladder (Agencies)

RISING TALENT (Promising new agency)
      │  Invitation-only, based on profile strength + owner history
      ▼
TOP RATED (Proven agency — top ~10%)
      │  90%+ JSS, 13/16 weeks, $10K+ earned in 12 months
      ▼
TOP RATED PLUS (Elite agency — top ~3%)
      │  $20K+ earned in 12 months, large contract completed
      ▼
EXPERT-VETTED (Top 1% — Enterprise client access)
         Agency owner must be personally Expert-Vetted

How Agency Badges Work (Different from Freelancer Badges)

Agency Rising Talent:

  • Invitation-only — Upwork evaluates automatically, no application
  • Requirements include: agency (and owner) profile 100% complete, other members’ profiles averaging 60%+ complete, strong owner background (your ERP SaaS founder background and consulting experience should help here)
  • Agencies started by freelancers who already have Top Rated status may qualify faster — even before completing projects
  • The badge shows on your agency profile, proposals, AND on all exclusive members’ profiles
  • Benefit: 30 free Connects bonus, ability to offer Consultations

Agency Top Rated:

  • Agency (and owner) JSS of at least 90%, maintained for at least 13 of the last 16 weeks
  • 12-month agency earnings of at least $10,000
  • 100% complete agency and owner profile
  • Active on the platform (proposal, accepted invitation, or earnings) in the past 90 days
  • Account in good standing with no recent holds (including ALL agency members)
  • Exclusive members who have a JSS display the Top Rated badge on their profiles
  • Exclusive members who don’t have a JSS yet display the Rising Talent badge

Agency Top Rated Plus:

  • All Top Rated requirements, PLUS:
  • Total agency earnings over $20,000 in the past 12 months
  • At least one completed “large contract” (for consulting/accounting: $10,000+)
  • Positive feedback on large contracts with no significant issues
  • Both exclusive and non-exclusive members are eligible for Top Rated Plus — but with a key distinction: if the agency earns Top Rated Plus, all eligible exclusive members automatically inherit the badge

Expert-Vetted (Agencies):

  • The agency owner (you) must be personally invited and pass the Expert-Vetted screening (30-minute interview assessing hard + soft skills)
  • Typically invitation-only (Upwork identifies you based on performance)
  • Grants access to Business Plus and Enterprise clients, including Fortune 500 companies
  • Expert-Vetted badge is only visible to clients on Business Plus or Enterprise plans

Month 1-2 goal: Rising Talent

  • Complete 100% of your agency profile AND personal profile
  • Accept and complete 2-3 small-to-medium engagements (8K each)
  • Deliver exceptional work and get 5-star reviews with written feedback
  • Respond to all messages within 24 hours (Upwork tracks responsiveness)
  • You can potentially earn Rising Talent before completing any projects if your profile demonstrates strong pre-Upwork credentials (which yours does — ERP SaaS founder, consulting experience)

Month 3-6 goal: Top Rated

  • Accumulate $10K+ in agency earnings (12-month window)
  • Maintain 90%+ JSS for 13 of the last 16 weeks
  • Keep earning 5-star reviews
  • Build 3-5 completed contracts with detailed positive feedback
  • Stay active with proposals or earnings at least every 90 days

Month 6-12 goal: Top Rated Plus

  • Complete at least one “large contract” ($10K+ for consulting category)
  • Total agency earnings above $20K in 12 months
  • Consistently outstanding reviews on large/complex projects

Month 12+ goal: Expert-Vetted

  • Typically invitation-only (Upwork identifies you based on performance)
  • Includes a 30-minute interview assessing hard and soft skills
  • Grants access to Enterprise and Fortune 500 clients

Pro Tip: The fastest path to Rising Talent is to have a contact or colleague hire you for a legitimate project through Upwork. If you have a current or recent client who would re-engage you through the platform, that first review + earnings gets you on the board immediately. This is legitimate as long as the work is real and payment goes through Upwork. Many consulting firms “seed” their Upwork presence this way. Also: since agency badges cascade to exclusive members’ profiles, getting your first contractor set as exclusive means your badge investment multiplies — every exclusive member becomes a walking billboard for your Top Rated status.

6. Proposal Strategy (Winning Premium Engagements)

The Jobs to Target

Search for these types of postings:

  • “Need cybersecurity assessment” / “security audit”
  • “SOC 2 compliance help” / “ISO 27001 readiness”
  • “Looking for fractional CTO/CIO/CISO”
  • “IT due diligence” / “post-acquisition IT assessment”
  • “Disaster recovery planning” / “business continuity”
  • “Data migration” / “CRM implementation”
  • “AI governance” / “responsible AI”

Filter by:

  • Budget: $5,000+ (avoid cheap postings)
  • Client history: Verified payment method, previous hires, positive ratings
  • Client spend: $10K+ total spend on Upwork (indicates serious buyer)
  • Enterprise or Business Plus clients (higher budgets, more professional)

The Jobs to AVOID

  • Anything under $1,000
  • “Need a hacker” or anything ethically questionable
  • Vague postings with no clear deliverable
  • Clients with no verified payment and no hiring history
  • “Test project” or “prove yourself” framing
  • Postings that mention wanting someone “cheap” or “affordable”

Proposal Template (Customize for Each Job)

Hi [Client Name],

[Opening — reference something specific from their posting that shows
you actually read it. One sentence.]

This maps directly to what we do at Solanasis. We're a fractional 
CIO/CISO firm that specializes in [specific service they need] for 
[their type of organization — SMB/startup/PE-backed/nonprofit].

For a project like yours, here's what I'd recommend:

PHASE 1 — [Discovery/Assessment] (Week 1)
• [Specific deliverable]
• [Specific deliverable]

PHASE 2 — [Analysis/Remediation Plan] (Week 2)
• [Specific deliverable]
• [Specific deliverable]

DELIVERABLE: [Board-ready report / remediation roadmap / etc.] 
delivered within [timeline].

A recent similar engagement: [1-2 sentence anonymized case study 
showing you've done this before and the outcome].

I'd love to hop on a quick call to understand your environment 
better and make sure we're the right fit. Would 20 minutes this 
week work?

Best,
Dmitri
Solanasis | Fractional CIO, CISO & COO

What makes this work:

  • Specificity (not generic)
  • Structured approach (shows methodology)
  • Social proof (anonymized case study)
  • Scoped and time-bound (not open-ended)
  • Call to action (discovery call)
  • Signs off with firm name and title (agency positioning, not freelancer)

Pro Tip: Upwork reports that the average job posting receives 20-50 proposals with reply rates between 8-30% and win rates as low as 1 in 20. The proposals that win are specific, structured, and demonstrate domain expertise. Generic “I’m a cybersecurity expert with 10 years of experience” proposals lose to “Here’s exactly what I’d do for your specific situation” proposals every time. Quality over quantity — submit 3-5 highly targeted proposals per week, not 20 spray-and-pray ones.

7. Pricing Strategy on Upwork

Your Rate Card (What to Charge)

ServiceUpwork Fixed-PriceUpwork Hourly Rate
Security Assessment (SMB)15,000250/hr
DR Verification10,000250/hr
Compliance Readiness (SOC 2/ISO)12,000250/hr
Data Migration Planning15,000200/hr
CRM Setup & Configuration10,000200/hr
vCISO Retainer (monthly)8,000/mo300/hr
Post-Acquisition IT Assessment25,000275/hr
AI Governance Assessment (ISO 42001)15,000300/hr

The “Upwork Tax” Adjustment

Since Upwork takes ~10% as a service fee, you have two options:

Option A: Absorb the fee (recommended for early engagements)

  • Price at your standard rates
  • Treat the ~10% as a marketing/lead-gen cost (comparable to paying for ads or attending conferences)
  • Advantage: Your rates are consistent whether clients find you on Upwork or off
  • Use this for your first 5-10 engagements while building your JSS and reviews

Option B: Bake in the fee (for steady-state)

  • Add ~11% to your standard rates on Upwork
  • Example: If your off-platform rate is 222/hr on Upwork
  • After Upwork’s ~10% cut, you net ~$200/hr
  • Advantage: You maintain the same effective rate across channels
  • This is standard practice — clients expect Upwork rates to reflect platform fees

Pro Tip: Fixed-price projects are almost always better than hourly for consulting work on Upwork. Hourly contracts require Upwork’s time tracker (takes screenshots of your screen, tracks mouse/keyboard activity) which is invasive and inappropriate for strategic consulting work. Fixed-price contracts pay based on milestone completion, which is how consulting should work. Structure your proposals as fixed-price with clear milestones.

8. The “What If They Find Us on Upwork?” Script

Scenario: A PE Operating Partner Googles “Solanasis” and Sees Your Upwork Profile

What they’ll actually see:

  • A polished agency profile with a specific niche (fractional CIO/CISO for PE-backed SMBs)
  • 250/hour rates (not cheap)
  • Productized service packages in the Project Catalog
  • Client reviews with 5-star ratings
  • A professional team with relevant expertise
  • Top Rated or Expert-Vetted badges

Their likely reaction: “Oh, they’re active on multiple channels. Smart.” NOT “Oh, they’re a freelance shop.”

If they ask about it directly (unlikely, but prepared):

“Great question. We use several channels to connect with clients who need our expertise — LinkedIn, partner networks, industry conferences, and yes, platforms like Upwork. We’ve found that a lot of PE-backed SMBs and growing companies actually discover specialized expertise through Upwork’s Enterprise and Business Plus programs. It’s been a great way to serve organizations outside our immediate network.”

Key framing points:

  • “Multiple channels” — normalizes it as one of many
  • “Enterprise and Business Plus” — signals you work with Upwork’s premium client tier
  • “Specialized expertise” — you’re not a generalist looking for gig work
  • No defensiveness — you’re not apologizing for being accessible

Scenario: An Existing Client Finds Your Upwork Profile

Even less of a concern. Your existing client already knows the quality of your work. If anything, seeing your Upwork profile with 5-star reviews from other clients reinforces their decision to work with you. It’s social proof.

9. Upwork + Your Existing Sales Channels (How They Work Together)

The Channel Ecosystem

LINKEDIN (Sales Navigator)
    → Direct outreach, relationship building, thought leadership
    → Drives prospects to discovery calls

UPWORK
    → Inbound from clients searching for cybersecurity/compliance expertise
    → Project Catalog for productized services
    → Consultations for paid discovery calls
    → Builds public social proof (reviews)

COMPLIANCE PLATFORMS (Vanta, Drata, Secureframe)
    → Partner directory referrals
    → Platform-certified credibility

EXPERT NETWORKS (GLG, AlphaSights, Guidepoint)
    → Short paid consultations with PE firms
    → "Audition" for larger engagements

PE DIRECT OUTREACH
    → Operating Partner relationships
    → Portfolio company deployments

REFERRAL PARTNERS (M&A attorneys, CPAs, fractional CFOs)
    → Warm introductions
    → Trust-by-association

How Upwork feeds the other channels:

  • Upwork reviews become testimonials you can reference in LinkedIn content
  • Successful Upwork projects become case studies for your PE outreach
  • Upwork earnings and reviews build the public track record that reinforces all other channels
  • Clients you serve well on Upwork become referral sources for off-platform work

How other channels feed Upwork:

  • Your LinkedIn content and professional presence makes your Upwork profile more credible when clients cross-reference
  • Compliance platform certifications (Vanta, Drata) can be mentioned in your Upwork profile
  • Your website and other public presence validates the Upwork agency as part of a legitimate firm

10. Implementation Checklist

Week 1: Account Setup

  • Create individual Upwork freelancer account with real name
  • Complete ID verification (government ID + potential video verification)
  • Write and optimize individual profile (headline, overview, skills, portfolio)
  • Set hourly rate at 250/hour
  • Upload 3-4 portfolio items (anonymized samples, case studies, service overview)
  • Enable two-factor authentication (2FA)

Week 2: Agency Setup

  • Create the Solanasis agency account (Settings → Create Agency)
    • You can start as sole owner — no team members required to create
  • Write and optimize agency profile (overview, specializations, portfolio, banner image)
  • Subscribe to Agency Plus membership (~$20/month) — REQUIRED to submit proposals
  • Add awards/certifications to agency profile (Vanta/Drata partner certs when earned)
  • Link your agency website (visible to Enterprise clients)
  • If you already have a 1099 contractor ready:
    • Have them create their own Upwork freelancer account (at least 60% complete)
    • Invite them via Settings → Teams & Members → Invite a New User
    • Set them as exclusive member to display Solanasis branding and inherit agency badges
    • Discuss the exclusive vs. non-exclusive tradeoff with them upfront

Week 3: Service Catalog & Consultations

  • Create 3 Project Catalog items (Security Assessment, DR Verification, Compliance Readiness)
  • Set pricing for each catalog item
  • Set up Consultation availability and pricing (once eligible — Rising Talent required)
  • Purchase initial batch of Connects (start with 100 = $15)

Week 4: First Proposals

  • Search for and identify 10-15 relevant job postings
  • Filter for $5K+ budget, verified payment, positive hiring history
  • Write 3-5 highly customized proposals targeting your best-fit postings
  • Set up job alerts for relevant keyword searches:
    • “cybersecurity assessment”
    • “SOC 2 compliance”
    • “fractional CTO” or “fractional CIO” or “fractional CISO”
    • “IT due diligence”
    • “disaster recovery”
    • “data migration”
    • “vCISO”

Month 2-3: Build Momentum

  • Complete 2-3 engagements with 5-star reviews
  • Reach Rising Talent badge
  • Enable Consultations feature
  • Expand Project Catalog with additional service packages
  • Submit 3-5 proposals per week consistently
  • Monitor and respond to all messages within 24 hours

Month 4-6: Scale

  • Reach Top Rated badge (requires $10K+ earned, 90%+ JSS)
  • Add additional 1099 contractor(s) to the agency as pipeline grows
  • Create SOPs for Upwork proposal writing and client onboarding
  • Begin cross-referencing Upwork success in LinkedIn content
  • Aim for Expert-Vetted invitation

11. Revenue Projections from Upwork Channel

Conservative Scenario (Months 1-6)

MonthProposals SentEngagements WonRevenue (Gross)Upwork Fee (~10%)Net Revenue
1150-18,0008007,200
2151-215,0001,50013,500
3121-220,0002,00018,000
4122-330,0003,00027,000
5102-335,0003,50031,500
6102-3 + retainers45,0004,50040,500

6-month total: 153K gross / 138K net Plus: 1-3 clients converting to monthly vCISO retainers (8K/month each)

Key Metrics to Track

  • Proposal-to-interview rate: Target 20%+ (industry average: 8-30%)
  • Interview-to-hire rate: Target 40%+
  • Average contract value: Target 3K work)
  • Job Success Score: Maintain 90%+ at all times
  • Response time: Under 24 hours (ideally under 4 hours during business hours)
  • Review quality: 5.0 stars with detailed written feedback

12. The Long Game: Upwork as a Credibility Flywheel

Where This Goes in 12-24 Months

TODAY
  Agency profile created, first proposals sent

3 MONTHS
  Rising Talent badge, 3-5 completed projects, $20K+ earned
  First vCISO retainer client from Upwork

6 MONTHS
  Top Rated badge, 8-12 completed projects, $75K+ earned
  2-3 active retainer clients
  Upwork reviews being used as social proof on LinkedIn and website

12 MONTHS
  Top Rated Plus badge, $150K+ earned
  Potentially Expert-Vetted invitation
  Enterprise/Fortune 500 client access
  3-5 retainer clients sourced through Upwork
  Upwork now generating $15-30K/month

18-24 MONTHS
  Expert-Vetted agency, premium positioning
  Mix of direct Upwork engagements + referrals from Upwork relationships
  Multiple team members active under the agency
  Upwork profile serves as public portfolio of verified reviews
  Some clients naturally transition off-platform (after 2-year window)

The Ultimate Positioning

When someone Googles “Solanasis” in 18 months, they see:

  • Your website — Professional consulting firm
  • LinkedIn — Thought leadership and industry expertise
  • Upwork — Expert-Vetted agency, 5.0 stars, $150K+ earned, glowing client reviews
  • Vanta/Drata partner directories — Certified compliance partner
  • ACG Denver member — PE industry network

That’s not a “freelancer on Upwork.” That’s a multi-channel professional consulting firm with verified social proof across every platform that matters.

Appendix A: Upwork Terms of Service Guardrails

Things that will get you banned or penalized:

ViolationConsequence
Soliciting off-platform payment during active contractAccount suspension or permanent ban
Sharing personal email/phone before a contract existsWarning, then suspension
Fake reviews or self-hiring from a personal accountPermanent ban
Multiple personal accounts (you can only have 1 account with Freelancer + Agency types)Permanent ban
Paying for reviews or incentivizing 5-star ratingsPermanent ban
Misrepresenting your identity or qualificationsPermanent ban
Using AI to auto-generate proposals without disclosureWarning, then penalties
Taking work off-platform without paying conversion fee within 2 yearsPermanent account suspension
Sharing account credentials with agency membersToS violation (use agency permissions instead)

Things that are completely fine and encouraged:

ActionStatus
Having a Freelancer profile + Agency under the same accountAllowed (this is how Upwork is designed)
Operating an agency as sole owner with no other membersAllowed
Charging premium rates ($200+/hour)Allowed and encouraged
Declining projects that don’t fit your nicheAllowed (doesn’t hurt your score)
Mentioning your company/website in your profileAllowed (it’s part of your portfolio — website link visible to Enterprise clients)
Transitioning clients off-platform after the 2-year windowAllowed per Upwork ToS
Paying the conversion fee to take a relationship off-platform before 2 yearsAllowed — this is the legitimate early exit path
Using Upwork reviews as testimonials elsewhereAllowed (with client permission)
Having 1099 contractors work under your agency as exclusive or non-exclusive membersAllowed (this is how agencies scale)
Paying your agency members outside of Upwork per your own agreementsAllowed — Upwork only manages client → agency payments
ResourceURL
Create a freelancer accountupwork.com/signup
Create an agencyupwork.com (from your freelancer dashboard → “Create Agency”)
Agency Plus membership infoupwork.com/resources/is-upwork-free
Project Catalog setupupwork.com → Find Work → Project Catalog
Consultation setupsupport.upwork.com/hc/en-us/articles/4411743730963
Talent badge requirementssupport.upwork.com/hc/en-us/articles/360049702614
Expert-Vetted programupwork.com/talent/expert-vetted
Terms of Serviceupwork.com/legal
Fee structure documentationsupport.upwork.com/hc/en-us/articles/211062538

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