Company
In 2001, Stacy Williams launched Prominent Placement, Inc. (“PPI”) with the vision of creating a preeminent search engine marketing company. The company focuses on helping drive targeted traffic to their clients’ websites and generate traffic that converts to sales. Stacy’s firm is at the forefront of the changes occurring in the online world of search engine marketing, ensuring their clients are up to date on the technologies and methods considered best practice. But most of all delivering results that grow their clients’ revenue.
Situation
As an emerging growth company, PPI was at a crossroads on several key operational decisions that would impact the company financially. Stacy and her team needed an understanding of whether the company could afford to make those decisions, including committing to lease office space. PPI was looking to move from a pure virtual office to a hybrid model (office space and virtual office). They needed to know how much space they could afford, when best to make the change, and how to fund it.
Solution
PPI hired Trillium to provide a comprehensive analysis of its financial operations. Trillium used its CFO Financial Navigator™ to assist the PPI team in assessing its ability to fund the key business decisions. Through a discovery session and gathering of financial data, Trillium gained an understanding of the key financial drivers of PPI’s business.
Results
Trillium provided Stacy and her team with a comprehensive financial report that outlined how PPI could implement its decisions and understand the financial impact.
- A 20+ page financial report with key performance indicators (“KPI”) driving the business
- An Executive Summary outlining PPI’s cash flow drivers and how to increase cash flow
- The summary also provided recommendations on what decisions the company could afford to do.
“Understanding the financial end of my business has always been my weakest area. After working with a variety of other financial advisors over the years, Mike Iverson was finally able to explain my own company’s financial data to me in a way that really made sense. He has educated me on how decisions we make all year long will impact our cash flow at the end of the year (and every day). I feel like, after nearly a decade in business, someone has finally shined a flashlight into our numbers so that I can really see and understand them. I feel much more in control.”
Stacy Williams, President
Prominent Placement, Inc.
Strategic Search Marketing