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Access to the world's
top CFOs & COOs
Customer Discovery with Decision Makers
to Supercharge Your Startup
Iterate and hit
inflection faster by
inflection faster by
by connecting with
The Program
For founders wanting to hone their offering and iterate at breakneck speed.
Backed by the most extensive and preeminent community of CFOs and COOs (Operators Guild), FOG Advisory puts you and your co-founders in front of the world's top tech operators and executives – who have the relevant battle scars, decision-making authority, insights and deep connections to supercharge your business.
We’re looking for best-fit companies and founders, so we can make the highest impact when matching you with our advisors' expertise. We have no quotas, we care only about relevance.
Benefit from deeper customer insights, perfect your go-to-market challenges, meet your next CFO/COO or advisory board.
We optimize for relevance and the impact we can make. May the best teams and products win.
How can we help you?
Some of the ways we've helped other great companies
Go Broad......I'm looking for a broad range of 10-20 prospective customers to ideate and brainstorm our product vision, feature set. Would love to meet with individuals for shorter time commitment per week.
Superpowers: Product, BizOps,
Payments, Compliance
Business Model: Saas, B2B,
B2C, Marketplace
Industry: E-Commerce, Healthcare,
Payments, Marketplace, Consulting,
FinTech / Financial Services
Key Accomplishment:
Scaled HintMD » Seed stage startup to
Series B to $170M Acquisition.
Superpowers: Finance, Fundraising,
Systems, Board & IR, Accounting, Tax
Business Model: SaaS, B2B,
B2C, Lending/Venture Capital
Industry: E-Commerce, FinTech /
Financial Services, Retail / Consumer
Key Accomplishment:
$100M of investments at Lighthouse,
COO of startup now 80 employees.
Superpowers: Board-CEO-CFO Leadership/
Coaching, SPAC - IPO - VC Investor Relations
IPO Readiness (People-Processes-Systems)
Business Model:
SaaS, Consumer Software
Industry: VC, P/E
Key Accomplishment:
Intuit IPO (1993), Advisor to Dozens
of IPOs and M&As. On the founding teams
of Netflix and Mozilla.
Superpowers: Framework Development,
Strategic Finance, Leadership Strategies,
BizOps, Critical/Organized Thinking, IR
Business Model: SaaS, B2B
Industry: Ad Tech, SaaS, Business
Services, FinTech / Financial Services
Key Accomplishment:
Built & sold a SaaS company from 0-1.
Currently scaling from $5MM to $50MM+ (CFO).
Superpowers:
Strategic Finance, BizOps,
Fundraising, Growth
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce,
Healthcare, Fintech, Construction,
Transportation, Cleantech, Hospitality
Key Accomplishment:
Helped raise $200M+ in capital for over 20+
startups helping them scale (Seed to Series C)
Superpowers: Strategic Finance,
Board / Investor Relations,
Career Development, Fundraising
Business Model: B2B, B2C
Industry: Technology, E-Commerce,
Business Services, Private Equity
Key Accomplishment:
Scaled Pantheon (70 to 300), secured
many rounds of debt & equity fundraising.
Superpowers:
BizOps, Strategic Finance,
Performance Management
Business Model: B2C, SaaS,
IAP, Marketplace, Social Gaming
Industry: Consumer, AdTech,
E-Commerce, Dating, Social Gaming
Key Accomplishment:
Led Storm8's growth & acquisition for $400M.
Built OpenTable's BizOps framework.
Superpowers: Strategic Finance,
Fundraising, M&A, FP&A, Ops
Business Model: SaaS, B2B,
B2C, Marketplace, Consumer Tech
Industry: Adtech, AI, Biotech
Crypto, Fintech, Healthcare, Payments
Retail/Consumer, Business Services
Key Accomplishment:
CFO, COO, and Advisor to 40+ tech startups. Raised
>$120M in equity/debt & executed M&A worth >$235M.
Superpowers: Career Development
Performance Management, Board
Relations, Business Development
Business Model: SaaS, B2B,
Marketplace, B2C
Industry: Adtech, E-Commerce,
Consumer, Business Services,
Marketing (Automation)
Key Accomplishment:
Scaled self-funded company to $26M & sold for $110M.
Sold again for $160M at $40M revenue.
Superpowers:
Strategic Finance,
Organizational Development
Business Model:
SaaS, B2B, B2C
Industry: E-Commerce, Network
Infrastructure, Cloud computing / big data
Key Accomplishment:
Grew Chegg Books market share by 30%.
Built Meraki's International GTM.
Superpowers: Sales systems,
Business Development,
Corporate Development
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: E-Commerce, FinTech,
Financial Services, Real Estate
Key Accomplishment:
Scaled Beatport to become industry standard.
Repeated that rare status with Housecall Pro.
Superpowers: People, Strategy, Planning,
Career Development, High/hyper-growth,
B2B Enterprise SaaS, Exec hiring, Ops
Business Model: SaaS, B2B
Industry: Ad Tech, Business Services,
E-Commerce, FinTech / Financial Services
Key Accomplishment:
Scaled Bolt from 10-200 people as COO. Scaled
Addepar from 4-150 as the first business hire.
Superpowers: Operational Design &
Process Optimization, GTM Strategy,
Strategic Partnerships, Project Management
Business Model: SaaS, B2C, B2B
Industry: Biotech, Cleantech,
Construction, E-Commerce
Key Accomplishment: Investment Committee
Member at $300M VC fund, leading Strategy &
Operations Advisory for 18 portfolio companies.
Co-founded & scaled an e-commerce brand into
automated cash cow.
LinkedIn | Stealth Co.
Superpowers: Strategic Finance,
Fundraising, M&A
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: E-Commerce, Retail /
Consumer, Robotics, Food
Key Accomplishment: First GM, UBER Eats
in the Bay. Built from launch to $100M+
in GMV & scaled team from 0 to 50.
Scaled startup through $400M+ in funding.
Partner with a dozen+ founders (Advisor & VC).
Superpowers: Strategic Finance,
Fundraising
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: Business Services, FinTech,
Payments, Retail / Consumer
Key Accomplishment: Ground up build
& scale of Finance & Business Operations
at Handshake, from Series B to Series E Unicorn.
Built sales finance org at Square,
launched & scaled sales org pre-IPO.
Superpowers: Data & Analytics,
Strategic Finance, Financial Operations
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce,
Business Services, Fintech,
Transportation, Retail / Consumer
Key Accomplishment: Early hire at Uber finance,
scaled team to hundreds, with multi-billion $ P&L.
Fundraised $200M+ (debt + equity) for Series C (Fundbox)
Superpowers: Service Design, Early
Stage Strategy/Ops/Finance, Software-Enabled
Service, Governance and Productivity
Business Model: B2B, B2C
Industry: Business Services, Retail /
Consumer, Healthcare, Transportation
Key Accomplishment: Led operations for
Wellthy while scaling from 10-150 employees.
As CEO, expanded offering & got acquired
by WillisTowers Watson.
Superpowers: Strategic Finance, Fundraising
Talent & Team Development, Investor Relations,
Multi-Stage Growth Ops (Early to Mid to Pre-IPO)
Business Model: B2C, B2B, Marketplace
Industry: Fintech, Hospitality,
Consumer, Real Estate
Key Accomplishment: 10 years of
multi-stage operations: Seed to Pre-IPO,
Turnarounds to Hyperscale, pure
software to heavy operations.
WeWork: Hyperscaled team of 2 & $100M
to team of 30 and $1BN revenue
in 2 years (finance, biz ops, ops)
Go Deep......Our product is 80% there. I'm looking for 5 CFOs/Heads of Finance to create a Product Advisory Group to go DEEP (10 hours a quarter), use the product in-house, and meet every other week for 6 months in exchange for [equity/cash/free product] to nail our GTM messaging and product UI.
Superpowers: Strategic Finance,
Board / Investor Relations,
Career Development, Fundraising
Business Model: B2B, B2C
Industry: Technology, E-Commerce,
Business Services, Private Equity
Key Accomplishment:
Scaled Pantheon (70 to 300), secured
many rounds of debt & equity fundraising.
Superpowers:
BizOps, Strategic Finance,
Performance Management
Business Model: B2C, SaaS,
IAP, Marketplace, Social Gaming
Industry: Consumer, AdTech,
E-Commerce, Dating, Social Gaming
Key Accomplishment:
Led Storm8's growth & acquisition for $400M.
Built OpenTable's BizOps framework.
Superpowers: Framework Development,
Strategic Finance, Leadership Strategies,
BizOps, Critical/Organized Thinking, IR
Business Model: SaaS, B2B
Industry: Ad Tech, SaaS, Business
Services, FinTech / Financial Services
Key Accomplishment:
Built & sold a SaaS company from 0-1.
Currently scaling from $5MM to $50MM+ (CFO).
Superpowers:
Strategic Finance, BizOps,
Fundraising, Growth
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce,
Healthcare, Fintech, Construction,
Transportation, Cleantech, Hospitality
Key Accomplishment:
Helped raise $200M+ in capital for over 20+
startups helping them scale (Seed to Series C)
Superpowers: Strategic Finance,
Fundraising, M&A, FP&A, Ops
Business Model: SaaS, B2B,
B2C, Marketplace, Consumer Tech
Industry: Adtech, AI, Biotech
Crypto, Fintech, Healthcare, Payments
Retail/Consumer, Business Services
Key Accomplishment:
CFO, COO, and Advisor to 40+ tech startups. Raised
>$120M in equity/debt & executed M&A worth >$235M.
Go Big......My product is good, we're gaining traction. I'm looking for mass exposure to highly relevant and targeted customers.
Superpowers: Sales systems,
Business Development,
Corporate Development
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: E-Commerce, FinTech,
Financial Services, Real Estate
Key Accomplishment:
Scaled Beatport to become industry standard.
Repeated that rare status with Housecall Pro.
Superpowers:
Strategic Finance,
Organizational Development
Business Model:
SaaS, B2B, B2C
Industry: E-Commerce, Network
Infrastructure, Cloud computing / big data
Key Accomplishment:
Grew Chegg Books market share by 30%.
Built Meraki's International GTM.
Superpowers: Operations, Hardware Ops,
Supply Chain, Field Ops, Service Ops
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: Ad Tech, Cleantech, FinTech,
Retail / Consumer, Transportation
Key Accomplishment:
Tripled Shift's Field Org in less than year
(100-300+). Built out Boosted's supply chain,
function rivaling Apple.
Superpowers: Strategic Finance, Legal,
People Ops, M&A, Frameworks
Business Model: B2B, B2C
Industry: Ad Tech, Fintech,
Business Services
Key Accomplishment: Led Ampush
to EBITDA positive mindset, growing over
4+ years consistently. Evaluated, acquired,
& integrated a high NPS M&A prospect.
Superpowers: Data & Analytics,
Strategic Finance, Financial Operations
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce,
Business Services, Fintech,
Transportation, Retail / Consumer
Key Accomplishment: Early hire at Uber finance,
scaled team to hundreds, with multi-billion $ P&L.
Fundraised $200M+ (debt + equity) for Series C (Fundbox)
Superpowers: Service Design, Early
Stage Strategy/Ops/Finance, Software-Enabled
Service, Governance and Productivity
Business Model: B2B, B2C
Industry: Business Services, Retail /
Consumer, Healthcare, Transportation
Key Accomplishment: Led operations for
Wellthy while scaling from 10-150 employees.
As CEO, expanded offering & got acquired
by WillisTowers Watson.
Superpowers: Strategic Finance,
Fundraising, M&A
Business Model: SaaS, B2B, B2C
Industry: Retail / Consumer, Fintech,
Business Services
Key Accomplishment: Raised $100M+
in VC financing as an operator & over $1B
as an investment banker. Conducted
two accelerated M&A transactions as a CFO.
Led two successful radical GTM strategy pivots.
Superpowers: Business development.
International Expansion
Business Model: B2C, B2B
Industry: Crypto, Blockchain,
Fintech, Healthcare, Payments
Key Accomplishment: Helped scale
Anchorage from $0 to $1B in assets as first
non-engineerhire. Launched pan-Asian insurtech
with Prudential, scaling from 1 to 3 markets.
Superpowers: People, Strategy, Planning,
Career Development, High/hyper-growth,
B2B Enterprise SaaS, Exec hiring, Ops
Business Model: SaaS, B2B
Industry: Ad Tech, Business Services,
E-Commerce, FinTech / Financial Services
Key Accomplishment:
Scaled Bolt from 10-200 people as COO. Scaled
Addepar from 4-150 as the first business hire.
I have a great product and engineering team, but am light in the strategic finance and business operations side. I would love to find 1 or 2 very seasoned and battle-tested CFOs/COOs to be a strategic business partner in building the biz ops and finance teams as well as working with my board.
Superpowers: Career Development
Performance Management, Board
Relations, Business Development
Business Model: SaaS, B2B,
Marketplace, B2C
Industry: Adtech, E-Commerce,
Consumer, Business Services,
Marketing (Automation)
Key Accomplishment:
Scaled self-funded company to $26M & sold for $110M.
Sold again for $160M at $40M revenue.
Superpowers:
Strategic Finance,
Organizational Development
Business Model:
SaaS, B2B, B2C
Industry: E-Commerce, Network
Infrastructure, Cloud computing / big data
Key Accomplishment:
Grew Chegg Books market share by 30%.
Built Meraki's International GTM.
Superpowers: Sales systems,
Business Development,
Corporate Development
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: E-Commerce, FinTech,
Financial Services, Real Estate
Key Accomplishment:
Scaled Beatport to become industry standard.
Repeated that rare status with Housecall Pro.
Superpowers: Board-CEO-CFO Leadership/
Coaching, SPAC - IPO - VC Investor Relations
IPO Readiness (People-Processes-Systems)
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: VC, P/E
Key Accomplishment:
Intuit IPO (1993), Advisor to Dozens
of IPOs and M&As. On the founding teams
of Netflix and Mozilla.
Customized for you.
Tell us where we can be most helpful.
Tell us where we can be most helpful.
Superpowers: Board-CEO-CFO Leadership/
Coaching, SPAC - IPO - VC Investor Relations
IPO Readiness (People-Processes-Systems)
Business Model:
SaaS, Consumer Software
Industry: VC, P/E
Key Accomplishment:
Intuit IPO (1993), Advisor to Dozens
of IPOs and M&As. On the founding teams
of Netflix and Mozilla.
Superpowers: Career Development
Performance Management, Board
Relations, Business Development
Business Model: SaaS, B2B,
Marketplace, B2C
Industry: Adtech, E-Commerce,
Consumer, Business Services,
Marketing (Automation)
Key Accomplishment:
Scaled self-funded company to $26M & sold for $110M.
Sold again for $160M at $40M revenue.
Superpowers: Finance, Fundraising,
Systems, Board & IR, Accounting, Tax
Business Model: SaaS, B2B,
B2C, Lending/Venture Capital
Industry: E-Commerce, FinTech /
Financial Services, Retail / Consumer
Key Accomplishment:
$100M of investments at Lighthouse,
COO of startup now 80 employees.
Superpowers: Strategic Finance, Fundraising,
Business Intelligence, People Operations
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: Business Services, Ad Tech,
Marketing (Automation), E-Commerce,
Retail / Consumer, Transportation
Key Accomplishment: Built and led Finance,
BI, People/Talent & Sales Ops at Shift and
Zenreach. Helped raised +$100M VC capital.
Superpowers: International Expansion
BizDev, Business Operations, Payments
Business Model: B2B, B2C
Industry: Ad Tech, E-Commerce,
Payments, Consumer, Business
Services, FinTech
Key Accomplishment: Scaled Square
core payments business ~$40B to $100B+
TPV. Co-founded 3 startups, and secured four
rounds of funding.
Superpowers: Strategic Finance,
Fundraising, M&A
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: E-Commerce, Retail /
Consumer, Robotics, Food
Key Accomplishment: First GM, UBER Eats
in the Bay. Built from launch to $100M+
in GMV & scaled team from 0 to 50.
Scaled startup through $400M+ in funding.
Partner with a dozen+ founders (Advisor & VC).
Superpowers: Strategic Finance, Board
Relations, Investors Relations,
Career Development
Business Model: B2C
Industry: E-Commerce, Retail / Consumer
Key Accomplishment: Scaled Gap's
EMEA business from 150 to 300
stores, and 19 to 37 countries. Launched
two new brands (Stella & Dots).
Superpowers: Strategic Finance,
Fundraising, M&A
Business Model: SaaS, B2B, B2C
Industry: Retail / Consumer, Fintech,
Business Services
Key Accomplishment: Raised $100M+
in VC financing as an operator & over $1B
as an investment banker. Conducted
two accelerated M&A transactions as a CFO.
Led two successful radical GTM strategy pivots.
Superpowers: Strategic Finance, Fundraising
Board/Investors Relations
Business Model: SaaS, B2C,
B2B, Marketplace
Industry: Cleantech, Fintech,
Agtech
Key Accomplishment: Scaled B2B marketplace
from 6 to 40 people & 10x sales growth
Built first sales ops team + led FP&A
for energy storage company that's now public.
Superpowers: Business development.
International Expansion
Business Model: B2C, B2B
Industry: Crypto, Blockchain,
Fintech, Healthcare, Payments
Key Accomplishment: Helped scale
Anchorage from $0 to $1B in assets as first
non-engineer hire. Launched pan-Asian insurtech
with Prudential, scaling from 1 to 3 markets.
Superpowers: Operational Design &
Process Optimization, GTM Strategy,
Strategic Partnerships, Project Management
Business Model: SaaS, B2C, B2B
Industry: Biotech, Cleantech,
Construction, E-Commerce
Key Accomplishment: Investment Committee
Member at $300M VC fund, leading Strategy &
Operations Advisory for 18 portfolio companies.
Co-founded & scaled an e-commerce brand into
automated cash cow.
LinkedIn | Stealth Co.
Superpowers: Experience across Financial
Operations, M&A/Fundraising, & Strategic
Finance. I hate the word superpowers,
but maybe I'm just shy 🙂
Business Model: SaaS, B2C, B2B
Industry: Business Services,
E-Commerce, Retail / Consumer
Key Accomplishment: Deployed over
$350M to date across capital raising,
M&A & venture investing in career.
First dedicated Finance hire at Ironclad;
scaling the team & function.
Superpowers: Strategic Finance,
Fundraising
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: Business Services, FinTech,
Payments, Retail / Consumer
Key Accomplishment: Ground up build
& scale of Finance & Business Operations
at Handshake, from Series B to Series E Unicorn.
Built sales finance org at Square,
launched & scaled sales org pre-IPO.
Superpowers: Product, BizOps,
Payments, Compliance
Business Model: Saas, B2B,
B2C, Marketplace
Industry: E-Commerce, Healthcare,
Payments, Marketplace, Consulting,
FinTech / Financial Services
Key Accomplishment:
Scaled HintMD » Seed stage startup to
Series B to $170M Acquisition.
Superpowers: Framework Development,
Strategic Finance, Leadership Strategies,
BizOps, Critical/Organized Thinking, IR
Business Model: SaaS, B2B
Industry: Ad Tech, SaaS, Business
Services, FinTech / Financial Services
Key Accomplishment:
Built & sold a SaaS company from 0-1.
Currently scaling from $5MM to $50MM+ (CFO).
Superpowers:
Strategic Finance, BizOps,
Fundraising, Growth
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce,
Healthcare, Fintech, Construction,
Transportation, Cleantech, Hospitality
Key Accomplishment:
Helped raise $200M+ in capital for over 20+
startups helping them scale (Seed to Series C)
Superpowers: Strategic Finance,
Board / Investor Relations,
Career Development, Fundraising
Business Model: B2B, B2C
Industry: Technology, E-Commerce,
Business Services, Private Equity
Key Accomplishment:
Scaled Pantheon (70 to 300), secured
many rounds of debt & equity fundraising.
Superpowers:
BizOps, Strategic Finance,
Performance Management
Business Model: B2C, SaaS,
IAP, Marketplace, Social Gaming
Industry: Consumer, AdTech,
E-Commerce, Dating, Social Gaming
Key Accomplishment:
Led Storm8's growth & acquisition for $400M.
Built OpenTable's BizOps framework.
Superpowers: Strategic Finance,
Fundraising, M&A, FP&A, Ops
Business Model: SaaS, B2B,
B2C, Marketplace, Consumer Tech
Industry: Adtech, AI, Biotech
Crypto, Fintech, Healthcare, Payments
Retail/Consumer, Business Services
Key Accomplishment:
CFO, COO, and Advisor to 40+ tech startups. Raised
>$120M in equity/debt & executed M&A worth >$235M.
Superpowers:
Strategic Finance,
Organizational Development
Business Model:
SaaS, B2B, B2C
Industry: E-Commerce, Network
Infrastructure, Cloud computing / big data
Key Accomplishment:
Grew Chegg Books market share by 30%.
Built Meraki's International GTM.
Superpowers: Sales systems,
Business Development,
Corporate Development
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: E-Commerce, FinTech,
Financial Services, Real Estate
Key Accomplishment:
Scaled Beatport to become industry standard.
Repeated that rare status with Housecall Pro.
Superpowers: People, Strategy, Planning,
Career Development, High/hyper-growth,
B2B Enterprise SaaS, Exec hiring, Ops
Business Model: SaaS, B2B
Industry: Ad Tech, Business Services,
E-Commerce, FinTech / Financial Services
Key Accomplishment:
Scaled Bolt from 10-200 people as COO. Scaled
Addepar from 4-150 as the first business hire.
Superpowers: Operations, Hardware Ops,
Supply Chain, Field Ops, Service Ops
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: Ad Tech, Cleantech, FinTech,
Retail / Consumer, Transportation
Key Accomplishment:
Tripled Shift's Field Org in less than year
(100-300+). Built out Boosted's supply chain,
function rivaling Apple.
Superpowers: Strategic Finance, Legal,
People Ops, M&A, Frameworks
Business Model: B2B, B2C
Industry: Ad Tech, Fintech,
Business Services
Key Accomplishment: Led Ampush
to EBITDA positive mindset, growing over
4+ years consistently. Evaluated, acquired,
& integrated a high NPS M&A prospect.
Superpowers: Data & Analytics,
Strategic Finance, Financial Operations
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce,
Business Services, Fintech,
Transportation, Retail / Consumer
Key Accomplishment: Early hire at Uber finance,
scaled team to hundreds, with multi-billion $ P&L.
Fundraised $200M+ (debt + equity) for Series C (Fundbox)
Superpowers: Service Design, Early
Stage Strategy/Ops/Finance, Software-Enabled
Service, Governance and Productivity
Business Model: B2B, B2C
Industry: Business Services, Retail /
Consumer, Healthcare, Transportation
Key Accomplishment: Led operations for
Wellthy while scaling from 10-150 employees.
As CEO, expanded offering & got acquired
by WillisTowers Watson.
Superpowers: Strategic Finance, Fundraising
KPI Dashboarding, SaaS
Business Model: SaaS, B2B
Industry: FinTech / Financial Services
Key Accomplishment: Co-founded PocketSuite, Inc.
Grew from pre-revenue to $3MM runrate.
Handled venture funding (YC & other institutionals).
Helped 8 SaaS companies raise $100MM+ funding.
Superpowers: Strategic Finance,
B.I., Fundraising, Corporate Development
Business Model: B2B, B2C, Marketplace
Industry: Retail / Consumer
E-Commerce, Transportation
Key Accomplishment: First finance hire
& scaled SunBasket to 1200+ employees,
100x revenue growth & 4 rounds.
Assisted Caviar acquisition for DoorDash.
Responsible for Caviar's finance, two
other B.U.s, and M&A.
Superpowers: Strategic Finance, Operational
Finance, Partnerships, Product Vision,
Storytelling
Business Model: SaaS, B2C,
B2B, Marketplace
Industry: Ad Tech, Biotech, Healthcare
Key Accomplishment: Scaled Verily » 50 to 800
employees, and raised $1.8B in investment.
Partnered or led over ~$970M in partnerships.
Early Google X'er, building finance practices
across Waymo, Verily, Wing, Loon, and others.
Superpowers: Building Biz Ops, GTM
Strategies, Early Stage Fundraising Decks/Pitches
Business Model: B2C, B2B, Marketplace
Industry: Ad Tech, Business Services,
E-Commerce, Marketing (Automation),
Retail / Consumer, Transportation
Key Accomplishment: Part of 10-person
team in charge of redesigning the entire
Starbucks US & Canadian food supply chain.
Superpowers: FP&A, Legal/Deal Desk,
Business Development, Board/Investor Relations
Business Model: SaaS, B2B, Marketplace
Industry: AI, Blockchain,
Fintech, Payments, Customer Success
Key Accomplishment: Co-Founded Kanjoya,
raised $20M, and sold to Ultimate Software.
$115M in fundraising from Greylock,
GGV, NEA. Significant experience in M&A.
Superpowers: Strategic Finance,
Fundraising, Board and Investor Relations
Business Model: SaaS, B2B,
Marketplace
Industry: AI, E-Commerce, Retail
Key Accomplishment: Built Strategic Finance
(Yammer & Zenefits). Led Yammer through $1.2B
acquisition. Raised $500M at Zenefits.
Comcast Ventures investments.
Superpowers: Strategic Finance, Fundraising
Talent & Team Development, Investor Relations,
Multi-Stage Growth Ops (Early to Mid to Pre-IPO)
Business Model: B2C, B2B, Marketplace
Industry: Fintech, Hospitality,
Consumer, Real Estate
Key Accomplishment: 10 years of
multi-stage operations: Seed to Pre-IPO,
Turnarounds to Hyperscale, pure
software to heavy operations.
WeWork: Hyperscaled team of 2 & $100M
to team of 30 and $1BN revenue
in 2 years (finance, biz ops, ops)
Superpowers: B.I., Strategic
Partnerships/BD, Scaling CX Ops,
Pricing & Contracting
Business Model: SaaS, B2B, B2C
Industry: Fintech, Healthcare,
Business Services.
Key Accomplishment: Supporting $40M
bookings with 97% CSAT. Grew CX team
from 0 to global worldwide. Led GTM
initiatives & sales enablement for business pivots.
Superpowers: Marketplace Operations,
Growth Marketing, Business Operations
Business Model: B2C
Industry: E-Commerce, Retail /
Consumer, Transportation
Key Accomplishment: Ran West Coast
Operations at Lyft (grew to $1B
in revenue & team from 20 to 800).
Superpowers: Product, Strategy
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: AI, E-Commerce, Retail
Key Accomplishment: More than $2BN
in new products created & shipped.
Founded & scaled several companies.
Superpowers: Scaling Global Ops
Commercial Growth & Ops models, SaaS,
Customer Lifecycle
Business Model: SaaS, B2B,
B2C, Marketplace
Industry: Ad Tech, Fintech,
Payments, E-Commerce, Marketing
(Automation), Business Services, Construction
Key Accomplishment: Advised Toyota USA
for finance Governance. Scaled Marketing Ops
at HP to 60+ countries ($350M investments)
As CSO, launched SaaS Marketing Platform with Nextroll
Superpowers: Planning, Product,
General Management, Culture, Integrating
Customer-Centric Strategy & Execution,
Building Low-Ego, High-Performance Teams
Business Model: SaaS, B2C, Marketplace
Industry: E-Commerce, Retail / Consumer
Key Accomplishment: Developed & led eBay's
new business team, diversifying business with
expansion into category with $300M in sales.
Managed operating for eBay NA during
its turnaround, working with leadership
to rewire culture, strategy, process, and
execution on a path to driving sustained growth.
Superpowers: Strategic & Ops Finance
Fundraising (equity and debt), Int'l Expansion
Business Model: SaaS, B2B, B2C
Industry: Ad Tech, Business Services,
E-Commerce, FinTech, Consumer
Key Accomplishment: First finance at Tubi TV;
built foundation for $500M Fox purchase.
First finance at Lyric; built orgs that resulted
in $160M debt & equity raise."
Superpowers: Fundraising, BizOps,
Strategic Finance, Board + Investor
Relations, M&A, BD
Business Model: SaaS
Industry: Real Estate, Industrial
Key Accomplishment: M&A Investment
Banker turned Venture Capitalist turned
Operator. Pivoted business & landed $60M
Series D during pandemic.
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Where our advisors
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If you want intimate one-on-one access to the braintrust at Fog Advisory
and the Catapult Program, then drop us a line to see if you're a fit
Our Story
Let’s cut straight to the chase — strategic finance and business operations are having a moment.
Much like the HR renaissance that rebranded “Human Resources” as “People” and unleashed a torrent of new products into the HR space, innovative companies around the world are catching on to the unique potential of business operations and strategic finance.
You certainly caught on — after all, isn’t that why you’re here?
We are a highly curated group of active CFOs and COOs from some of the country’s top companies, drawn directly from the Operators Guild founded by Casey Woo and Jamie Ceglarz in 2014. We love what we do, and we’re passionate about finding the best tools to help us do it.
Are you developing a product in the business operations/strategic finance sphere? Do you want feedback and mentorship directly from some of the top professionals in your target market?
Let us help you help us.
We work with founders and CEOs to clarify their vision, optimize their products, and solidify their strategy. At the end of the day, we need the tools you’re creating, and it’s in our best interest to help you make them as useful as possible.
Our Values
Authenticity — Our advisors are all active operators working with active companies. We understand this market because we are this market, and our feedback will always be based on our own professional needs, insights, and experiences.
Candor— We’ll tell you exactly what we need because we’re the ones who need it. We can’t promise to buy your product, but we can promise to tell you exactly what it takes to sell your product.
Support— We like to say that operators are the “moms” of the startup + corporate world, raising businesses instead of kids. We’re team-oriented, strategy-minded, and most of all, we love to help. We’re not here to extract, we’re here to make improvements.
Relevance + Impact — We value your time and resources, so we make absolutely sure that our services are both relevant and useful to our clients. If we don’t have the right people to understand your product and genuinely help you, we won’t take you on as a client. We will only team up and engage if we think we can make a real impact for you and your company.
FAQs
Who should apply?
Any founder or team working full-time and completely committed to their startup, or at a minimum, in the late idea stage and on the precipice of launching their MVP.
What services do you offer?
The FOG Advisory program and our collective advisors will work with each company to address their custom needs. Asks have ranged from: targeted feedback, dog-fooding beta products, in-depth evaluation or adoption as a customer, referrals and introductions, advising in needed/available capacities, hiring executive talent (CFO/COOs) and assisting in raising/funding/investment.
Is there a cost to apply? Is there a cost if I get accepted into the FOG Advisory Program?
There is no cost to apply. If you are accepted into the FOG Advisory program, there is an equity and/or cash arrangement – all to be discussed depending on your needs.
What’s the ideal stage?
The ideal stage is any founder or team actively working within a formed startup, both with or without their product/MVP launched. Ideally, you would have already raised a round (pre-seed/F&F at minimum).
How many founders or companies are accepted?
We accept as many companies that we feel we can make a significant impact - primarily for products where we are the direct buyer/customer or tangential products we have significant influence over the purchase of or use of. The only limit is that of our collective advisory team’s capacity. If we do not feel we can properly support a company, we will decline or defer their application.
What’s the application process and timeline?
Applicants are evaluated and accepted on a rolling basis. The process starts once you submit a request for an invitation. If accepted, an official invite is extended and a kick-off meeting is scheduled to evaluate fit. The last step is introducing the company to the FOG Advisors and a custom program is then created.
What is the time commitment once accepted?
This can range from 4-10 weeks, depending on the needs of each individual founder/CEO/business.
Who qualifies as an Advisor?
FOG Advisory experts must meet a very high bar to qualify - both in terms of commitment to the program and the value of their experience. Many experts are members of the preeminent Operations and Finance group, Operators Guild. Operators Guild members have on average more than 15 years of leadership experience running and scaling fast-paced startups from seed to IPO.
How do I become an Advisor?
If you have nearly two decades or more of experience, have a track record of scaling companies everywhere you go, and want to bump shoulders with a community of fellow top-level leaders, visit Operators Guild for more information on joining as well as getting an invitation to join FOG Advisory.
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