Rustic Crust Detailed Case Study

• Assessed company situation and opportunity
  
  • Great product with innovative packaging
    
• Capital needed; additional work required before company would be “equity ready”
  
• Category ripe for the product; branded opportunity, but need new brand and packaging

• Worked directly with company over nine months, ahead of closing a Series A round
  
  • Wrote business plan and created investor presentations (PowerPoint)
    
• Oversaw creation of in-depth, go-to-market model and created pro-forma financials
  
• Worked with marketing and design firm and management to create new “Rustic Crust” brand 
• Led syndication efforts for the company’s Series A round
  
  • Brought in industry veterans as investors and board members
    
• Joined Board of Directors

• Launched new “Rustic Crust” brand
  • Product won Top Five Most Innovative New Product at debut at Natural Products Expo East in 2005 
    
  • Brand went from #7 to #1 in its category in six months
    
• Doubled category in first year and took share from all major competitors

• Indentified industry headhunter and oversaw search to bring in senior VP of Sales [see press release]

• Led Series B syndication to bring in SJF Ventures [see press release]

• Continue to work with company board and management

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