You Can't Cut Your Way to Growth.
You Need a Better System.
Proper Growth rebuilds the operating model behind your brand — ops, supply chain, demand, finance — so you scale profitably without adding chaos, headcount, or guesswork.
Weekly operating insights for founders who can feel the constraints but can't name them yet. Join operators building smarter brands.
Free. No spam. Unsubscribe anytime.
Trusted by founders at Cuts Clothing, BLK Cafe Co., Dream Ventures & more
"The newsletter that reads like a debrief from your smartest operator friend."
Every brand reaches a point where the plan and reality no longer match.
"That misalignment is where growth stalls. Proper Growth exists to close that gap — installing a real operating system for your business so you can run it with clarity."
We align your people, your data, and your decision-making so the result is a business that operates with discipline, reduces waste, deploys capital with confidence, and is finally equipped to scale sustainably.
Every brand reaches a point where the spreadsheet says one thing and the warehouse says another. That gap is where growth stalls.
Plans, numbers, and reality no longer line up.
Every brand reaches a point where the spreadsheet says one thing and the warehouse says another. That gap is where growth stalls.
Inventory buys, channel investments, headcount — these are bets. Most brands are making them without knowing what the bet is actually based on.
You're making capital decisions without the right data.
Inventory buys, channel investments, headcount — these are bets. Most brands are making them without knowing what the bet is actually based on.
More SKUs, more channels, more complexity — but the margin isn't moving. The operating model hasn't kept up with the ambition.
Growth is adding chaos, not compounding returns.
More SKUs, more channels, more complexity — but the margin isn't moving. The operating model hasn't kept up with the ambition.
We Install the Operating System.
You Run the Business.
The outcome is simple: stronger margins, smarter capital allocation, and a business designed to grow with intention, not chaos.
We've sat in the CFO chair, run the supply chain, and owned the P&L. We don't advise from the outside — we build from the inside.
This is the range where the operating model breaks. Big enough to have complexity, not big enough to have the infrastructure to manage it. That's our zone.
Finance, ops, supply chain, data — we connect them. Most brands have seven vendors who don't talk to each other. We build the connective tissue.
We don't hand you a dashboard and walk away. We build the decision-making infrastructure so your team can actually act on what the data says.
Seven Systems.
One Operating Model.
We build the financial, operational, and supply-chain systems that make your business predictable. Instead of scattered spreadsheets and disconnected decisions, you get a unified structure for planning, forecasting, and execution.
True financial visibility — P&L architecture, cash flow forecasting, contribution margin modeling, and a planning rhythm that keeps leadership aligned.
Financial Planning & Control
True financial visibility — P&L architecture, cash flow forecasting, contribution margin modeling, and a planning rhythm that keeps leadership aligned.
Clean books that actually tell you something. We build the accounting infrastructure that makes your numbers trustworthy and your decisions defensible.
Accounting & Bookkeeping
Clean books that actually tell you something. We build the accounting infrastructure that makes your numbers trustworthy and your decisions defensible.
OTB frameworks, sell-through analysis, SKU-level forecasting, and the discipline to know what your inventory buy is actually based on.
Demand & Inventory Planning
OTB frameworks, sell-through analysis, SKU-level forecasting, and the discipline to know what your inventory buy is actually based on.
End-to-end supply chain clarity — from supplier relationships and lead times to landed cost modeling and logistics optimization.
Supply Chain & Logistics
End-to-end supply chain clarity — from supplier relationships and lead times to landed cost modeling and logistics optimization.
Revenue and contribution margin targets by channel. The clarity to know when to push hard on growth and when to pull back.
Brand & Go-to-Market Strategy
Revenue and contribution margin targets by channel. The clarity to know when to push hard on growth and when to pull back.
Unified data infrastructure that gives leadership a real-time view into unit economics, channel performance, and operational health.
Data Visibility & Systems
Unified data infrastructure that gives leadership a real-time view into unit economics, channel performance, and operational health.
Independent guidance on your agency and partner relationships — ensuring your external partners are aligned to your operating model, not just their retainer.
Agency & Partner Advisory
Independent guidance on your agency and partner relationships — ensuring your external partners are aligned to your operating model, not just their retainer.
What Operators Say
After We Rebuild the Engine.
Founders, investors, and operators from $5M–$50M consumer brands on what changes when the operating model finally works.
1 / 5
"Greg played an absolutely pivotal role in helping us transform the financial health of our company. We were juggling multiple channels and lacked the infrastructure to properly measure performance. Greg rebuilt the entire financial and operational backbone of the business — from forecasting and budgeting to sales operations, channel expansion and profitability models. He's the rare blend of strategic, technical, and highly collaborative."
"Greg gets what it actually takes to scale an e-commerce brand profitably. His guidance on setting revenue and contribution margin targets gave us the confidence to know when to push hard on growth and when to pull back. This clarity was critical to hitting our profitability goals across multiple clients."
"We saw firsthand how effective Greg is at rebuilding the engine behind a business. As CFO of one of our portfolio companies, he brought structure to finance, improved operational rigor, and gave leadership a clear view into unit economics, cash flow, and trade-offs. That same approach has since helped multiple founders in our portfolio drive real, understandable growth."
"Working with Greg has been a major accelerator in my career. He has the ability to turn messy data into clear, confident direction. Greg brings structure and clarity to every conversation and has helped streamline decision-making across the team. He consistently elevates the way we operate."
Let's Look at
Your Numbers.
If you're feeling the constraints we talk about in this newsletter — the inventory that doesn't match demand, the margin that isn't moving, the plan that no longer reflects reality — let's talk.
We partner directly with founders and leadership teams as an outsourced operating layer. Fewer surprises. Better decisions. Predictable scale.
"A 30-minute discovery call. We'll look at your current operating model, identify the biggest constraint, and tell you honestly whether we're the right fit."
We use cookies to analyse site traffic and improve your experience. By continuing, you agree to our use of cookies. Privacy Policy