The Challenge
Atoms, a five-year-old specialty shoe manufacturer and retailer headquartered in Brooklyn, NY, produces its shoes in Korea and sells worldwide through its internet-based platform. The founder and now President of the company had built a loyal following for its premium, minimalist shoes .But despite strong brand recognition, the company faced serious financial management challenges. Monthly financial reports from accountants were inaccurate and inconsistent and adjustments to prior months’ financials created confusion and eroded trust in reporting. Budgets and projections were so far off they were unusable for planning or operational decision-making. Leadership had no visibility into future cash needs, not even for the next six months. Marketing costs, particularly internet and SEO advertising spend, were out of control, reducing profitability.
The Solution
Chuck stepped in to create clarity and control:
- Implemented accurate, reliable financial reporting systems to replace confusing and error-prone processes.
- Recommended the external and internal accounting professional be replaced then he hired a new financial team.
- Standardized monthly reporting to ensure consistency and eliminate “revised” financials.
- Built practical budgeting and forecasting models, providing tools that could actually guide operational and strategic decisions.
- Designed cash flow forecasting to give leadership a clear line of sight on short-term liquidity needs.
- Analyzed digital advertising spend and tied it to measurable ROI, creating accountability for marketing investments.
The Outcome
The company gained the financial visibility and operational control needed to scale sustainably. With reliable numbers, accurate projections, and disciplined spending oversight, the President and her team could focus on growing the global direct-to-consumer footwear brand with confidence.
