CFO-grade Advisory · Growth and Margin

Finding the money you're leaving behind.

We partner with lower and mid-market leadership teams to drive growth and capture trapped EBITDA. CFO-grade rigor at AI-augmented speed. We make the P&L move in 90 days, not 18 months. And we are capital, not counsel alone: we invest alongside the right opportunities.

Request a Free Value Scan See the framework

Built for the people who own the number: founders · CEOs · CFOs · boards · investors

The best customers on a revenue dashboard are often the worst on a contribution margin dashboard. The trick is knowing which is which.A working principle

The Big 3

Three lenses. One unified view of where your growth and profit are hiding.

Most mid-market businesses leak growth and EBITDA in the same three places. We built our practice around finding all three, not picking favorites.

Growth Gaps

Revenue plans built on hope instead of structure. Markets entered without a wedge, pipelines that stall at proposal, and no deliberate engine for the cheapest growth there is: recurring revenue and referrals. We rebuild the growth plan around where the gross margin dollars actually are: market strategy, go-to-market, recurring and referral engines, and a sales structure pointed at the accounts worth winning.

Pricing Gaps

Customers paying yesterday's prices for today's costs, and price used as a number instead of a tool. Structured right, pricing steers customers toward the behaviors you want, lifts lifetime value, and smooths seasonality by rewarding demand when you need it. We model the pro-forma impact of every move, and the cover story to land it.

Staff Incentive Gaps

Sales paid on revenue, not contribution, defending the largest accounts with genuine conviction while five years of concessions stack up unchallenged. Commission plans rewarding the wrong behavior. We rebuild the commercial incentive model, comp, quotas, and deal approvals, so the team wins on contribution, not volume.

Representative Engagement

$1.7M of EBITDA, found in 90 days.

A $16M floor coating manufacturer running at a single-digit EBITDA margin engaged us for a Value Scan. The diagnostic surfaced three concrete opportunities, modeled to a clean pro-forma, and the plan more than doubled EBITDA.

$1.7M

EBITDA improvement

+10pts

EBITDA margin lift

5.8×

Return on investment

90d

Time to first dollar

$8.4M

Enterprise value created

Pricing reset, oil-input cover story$0.8M

Top-10 customer re-pricing$0.6M

Sales comp plan rebuild$0.3M

Total annual EBITDA lift$1.7M

Curious what this pattern looks like at your scale? Run your numbers on the Insights page →

Inside the Seat

Operator pedigree, not just advisory.

Most advisors pitching mid-market owners have never run a P&L. We have. Our founding partner currently serves as VP Finance and Strategy at a $750M global business, with full P&L ownership, board reporting responsibility, and direct accountability for growth, pricing, and incentives strategy. Previously founded and operated a service company for 10 years, and advised thirty-plus companies through restructuring turnaround at FTI Consulting. Engagements run on aligned terms: a retainer credited against a share of the upside we create, no upside no fee, and for the right situation we invest our own capital alongside.

$750M global operating seat, number-two executive with full P&L and board financial reporting accountability.

Led growth strategy end to end: market positioning, go-to-market, and sales structure, growing business revenues 50%+ in role.

Owns all pricing and incentives strategy. Founder-operator for 10 years. 30+ companies advised through turnaround at FTI Consulting.

The Free Scan

The Outside-In Value Scan. Free, from public data alone.

Two pages on where your growth, pricing, and incentives may be leaking money, benchmarked against your closest competitors. No systems access, no cost, yours to keep. Some owners act on it themselves and we never hear from them again. Others want the opportunities sized in dollars with their real numbers in the room, and that is the advisory work, with fees tied to results.

01 · The levers

The Big 3 opportunities

Three specific, defensible hypotheses across growth, pricing, and incentives, each flagged for what public data can and cannot see.

02 · The market

Competitive price benchmark

Your pricing and positioning against your closest competitors, from public list data. Where you have headroom and where you are exposed.

03 · The customers

Repeat & Refer Index™

A 0 to 100 score of how likely your customers are to buy again and bring others, benchmarked against your two closest rivals. A leading indicator of future buying.

Value Scan sample page 1, the Big 3 opportunities

Value Scan sample page 2, competitive benchmark and Repeat and Refer Index

A real scan, anonymized. Yours looks like this, about your business. Request yours →

Get the Free Scan

Tell us about your growth goals.

The Outside-In Value Scan is free. You will receive two pages on the biggest growth, pricing, and incentive opportunities we can see in your business, benchmarked against your competitors, with an optional 30-minute working session to walk it. No obligation, nothing to sign.

Request received. Thank you.
We will reach out within two business days to schedule a 30-minute working session. In the meantime, read our latest piece on customer-level margin economics, the kind of math the scan runs on your business.

Insights · From the Practice

Your Best Customers Are Killing Your Margins

Every CFO we meet can name their top 10 customers by revenue in under five seconds. Almost none of them can name their top 10 by fully-loaded contribution margin. That gap, between what your CRM tells you and what your P&L would tell you if you knew where to look, is where most of the trapped EBITDA in mid-market services lives.

The dots below the reference line are your problem. Big revenue, thin contribution. The dots above the line are quietly carrying the business. In every diagnostic we have run, this one picture changes the next board meeting.

Read the full piece → Follow the work on X · @goodhandscap

Or Skip Straight to a Conversation

Book a call. Principal to principal.

Fifteen to thirty minutes. No pitch, no pressure. We look at where the money is hiding and whether there is a fit. Live availability below.

Loading the calendar. If it does not appear, email hello@goodhandscap.com and we will find a time that works.