Case Study

Elevating Financial Planning & Governance at a Healthcare SaaS Startup

This venture-backed SaaS company operates in the healthcare space, providing a platform that helps hospital systems plan capital expenditures and optimize the use of capital equipment. With over $10MM raised and a growing customer base, they were poised for scale—but needed stronger financial structure to support it.

Challenge

Lack of Systematized Financial Planning, Governance Gaps, and Capital Strategy Blind Spots

Industry

Healthcare SaaS

Services

• Accounting
• FP&A
• Cap Table Strategy

Product-Market Fit Without Financial Infrastructure

After raising more than $10MM and gaining early traction, this technical founder-led company faced a familiar problem: the need to evolve from a startup operating mindset to one that could support long-term scale.

The team had built the right product and was gaining momentum, but their financial operations lacked the structure required to drive performance, manage investor expectations, and prepare for another capital raise.

They needed help aligning their Annual Operating Plan and long-range roadmap with functional budgets, managing the complexities of their cap table, and bringing discipline to board and investor reporting.

A Purpose-Built Financial Infrastructure for Growth

GrowthLab partnered with the leadership team to implement a comprehensive financial planning and governance framework—starting with institutionalizing their planning processes.

We worked closely with department heads to create a bottoms-up Annual Operating Plan (AOP) and Long-Range Plan (LRP), ensuring that every P&L owner had a voice and clear accountability. These tools became foundational for implementing a pay-for-performance structure and sharpening their fundraising narrative.

We then helped the team update and model their cap table, including complex equity scenarios involving new capital, options, RSUs, and warrants. This process brought visibility to potential dilution impacts and aligned all stakeholders—from founders to investors to Board members—on the path forward.

Finally, we introduced a cadence of Board and investor reporting, combined with a strategic revamp of the chart of accounts to better reflect their evolving revenue model. The outcome was cleaner data, clearer insights, and faster decisions.

Clarity, Confidence, and Capacity to Scale

With systems in place, the leadership team was no longer bogged down in financial cleanup or disconnected reporting. They could focus on driving growth.

Investor conversations became more strategic. Department leaders were held accountable to real targets. And decision-making accelerated thanks to timely, accurate financial data.

The result: a company ready for its next raise—with the financial infrastructure to back it up.

Advice for Other Business Leaders

Growth doesn’t just require capital—it requires clarity.

If you're building something big, you need:

1. Reliable financial processes that match your ambitions
2. Cross-functional buy-in for planning and accountability
3. Tools and insights that drive fast, confident decisions
   

Final Thoughts

This engagement wasn’t just about closing the books or modeling a cap table. It was about building a sustainable growth engine, rooted in financial strategy, operational rigor, and founder alignment.