Trialbee

THE OVERVIEW

Belgian Boys, a brand known for its baked goods, cookies, and breakfast items, sought to double its sales and expand its brand. In the midst of this ambitious goal, they partnered with TechCXO’s Joe. A part-time executive initially, Joe rose to the task, swiftly implementing solutions and strategies to overcome various challenges and boost the company’s growth trajectory.

Facing the Challenge

Belgian Boys faced an urgent need to prepare for investor presentations and due diligence as they were seeking significant outside capital to grow the brand. Additionally, they faced the task of creating an accounting department, establishing GAAP-compliant reporting, and cleaning up prior period financial records.

The Situation

Founders Anouck Gotlib and Greg Galel found themselves in a challenging situation, seeking to double sales and grow their brand. Joe from TechCXO identified the company’s needs and formulated an action plan to address the challenges. He laid out the groundwork for an accounting department, restructured the GL, established GAAP-compliant reporting, and rectified prior period financial records.

TechCXO’s Proactive Approach

Joe took the bull by the horns, leveraging the TechCXO team to tackle the issues head-on. He created an “investor data room” consisting of a pitch deck and historical financial data in an investor-ready format. His strategic interventions also included hiring two accountants to replace temporary staff, filling insurance program gaps, and setting up PEO services. Additionally, Joe initiated the implementation of a CPG industry-standard ERP system.

Measurable Success

External fundraising enabled the company to achieve an impressive YOY growth rate, and become the “Happiness Baked In” brand that created a new, fast-expanding “Refrigerated Breakfast” category at retail partners, disrupting what was traditionally all merchandised as frozen products. Anouck and Greg’s vision, skill, and commitment to promoting the brand and leveraging the internal team and fractional capabilities and experience of Joe and his TechCXO network made it all possible.

“When this CPG food company needed to build a Finance and Accounting Function capable of meeting the demands of external partners, TechCXO’s Joe Jessup stepped into the CFO role with guidance, answers and results”

Anouck Gotlib

Chief Executive Officer

For more information, contact TechCXO Partner Joe Jessup

Joe Jessup
Joe JessupInterim and Fractional CFO, CFA