About
The person behind the whole picture.
You Built the Business. I'll Bring the Clarity.
I've been doing this work since 2007. It always starts the same way — clean up the books, build reports that actually mean something, and figure out what's really going on. Then the harder work begins. Most founders I work with are smart, capable people who built something real. But somewhere along the way the business got ahead of them. They're buried in it. Every decision still runs through them. They've stopped trusting their own numbers. My job is to find where you're the bottleneck and get you out of it. Through better systems, better reporting, better processes, or just someone finally watching the whole picture. You shouldn't have to carry this alone.
Every big change starts with one simple step
If this sounds like the conversation you've been needing, let's have it.
Cherie Goodenough has been working with founders of service businesses since 2007 – long enough to have seen every version of “the numbers are fine, something just feels wrong.”
Before starting Crux, she was Director of Strategic Initiatives at Gener8, where she helped scale the company from 50 to 250 people and 4x its revenue. She has a Master’s in Physics from UBC. She came to this work from a different direction than most.
She started Crux because she kept seeing a gap nobody was filling: founders with a bookkeeper handling the past and an accountant handling April, and nobody watching what was actually happening right now. That’s the work she does.
When she’s not untangling someone’s org chart, she’s exploring the hills of the Bay Area with her dog.