Challenge: Amplifier Agency Pty Ltd specialises in providing custom built mobile application solutions for international and Australian clients. Its two enterprises are a cross-platform shareable app called “Snapps” and an interactive music platform for mobile devices – “AirJ”. Amplifier also has other systems in development and is at the forefront of burgeoning mobile applications technology. Due to the success of these leading-edge technologies, the company was experiencing rapid change, growth and operational frustrations. As a result, it required new direction, additional resources and the expertise of a finance executive. CEO Adam Friedman has a strong background in marketing and advertising and is highly creative and interpersonal, but he needed direction financially on how to adopt a cash-flow strategy and reporting structure to manage expansion while mitigating risk. He also needed to free up his time in order for him to focus on the running of his business. Adam had been working with an accountant, who was providing him with advice on past and historic information which was of no value to him. While Adam was working with a number of industry specialists, they lacked commercial experience on a strategic and operational level. Essentially, Adam needed a value add solution that would enable him to grow his business, improve current processes so that he could reap the benefits of his innovative technology-based product while it was “hot” and a market leader.
Solution: CFO Centre provided Amplifier Agency with insight into how to best manage change and growth. In order to formulate a clear picture, the part-time CFO took Adam through the CFO Centre’s 12 Step Model in order to clearly identify those areas within the business that needed improvements. The CFO developed a robust financial reporting system that provided Amplifier with reporting structures to measure financial results against budgets and forecasts on a monthly and quarterly basis. He extracted current financial data from Amplifier Agency’s reporting system and provided strategic direction for the CEO, from which he would use to make important operational decisions, solve problems and identify lucrative sales channels. Having identified weaknesses in the reporting of financial information, The next step was to provide for a funding strategy for the company’s growth, based on four levels of planning, 12 months, five years, 10 years and finally, an exit strategy. The CFO incorporated the total strategic assumptions together with connected financial data to create a medium and long term strategic model for the organisation. From here, they were able to obtain a very realistic view of the resources, marketing and cash flow requirements needed to plan the future stages of growth. The CFO then introduced Adam to a select group of venture capitalists and investment banks as they negotiate a funding and strategic plan to grow the company to its next and future stages.
Result: The CFO Centre has now created clear pathway that will support the Amplifier Agency’s products and services and allow expansion given the current opportunities within the mobile applications market. With technology-related businesses, timing is essential, so the forming of a strategic relationships with CFO Centre`s key distribution partners will also fast-track Amplifier`s growth and market positioning to expand beyond its current customer base. The CFO Centre is not just providing operational solutions to the business`s positioning, but is also providing valuable, multi-faceted strategic solutions as the business grows. The Amplifier Agency can incrementally make use of the CFO Centre as the business and its products develop on an ongoing basis.
Amplifier Agency creates innovative shareable smartphone apps for a wide range of businesses, brands and broadcasters that drive sales and create new mobile marketing opportunities. To find out how your business will benefit, call Amplifier on (03) 9690-1010 or email [email protected]
From the CFO:
“As a startup, the Amplifier Agency had a solid foundation for growth given the marketing and technology background of its CEO, Adam Friedman. In order to expand on its market leading products and skills, a change of mindset and strategic approach was needed to ensure the business can achieve success with its next stage of growth. This included assessing the resource, reporting, funding and internal controls within the business and adopting a hands-on approach to improve current processes. Once these weaknesses were identified and acted upon, Adam received clear and transparent reports, a manageable cash flow tool and improved resource structuring to streamline the way the business operated. The immediate effect of these changes ensured Adam had more time to run the business and focus on his strategic goals and positioning. Following the successful improvements to the operational side of the business, I continue to work strategically with Adam on a monthly basis as we steer the business to higher growth through prudent strategic alliances and best practices for leveraging off his market leading products.”
CEO, Amplifier Agency Pty Ltd
“Our part-time CFO has been a very valuable resource for us at Amplifier Agency. We were experiencing rapid growth and the growing pains that go along with it, and he stepped in as a virtual CFO and was able to assist us in a number of key financial and strategic areas. In addition to providing insight into how best to manage the growth and structure of our enterprise and leverage our unique platforms, he also connected us with key industry investors and clients, which has helped us considerably in moving to the next stage of our business development. Our part-time CFO consistently adds value and I look forward to our continuing fruitful business relationship. I highly recommend The CFO Centre and greatly appreciate their efforts to date.”