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
**Not all advisors shown. Some advisors not publicly viewable...
Where our advisors
make a difference
*More advisor affiliated companies within our network than shown here.
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
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.
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.
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.
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.
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.
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).
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.
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.
This can range from 4-10 weeks, depending on the needs of each individual founder/CEO/business.
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.
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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