Differo received concrete recommendations, analyses, and support in financial expertise from Aamu. This collaboration is a prime example of the core activities through which Aamu strengthens its clients’ growth directions. Initially, the focus was on financial analysis: Differo’s figures, their development, and their correspondence with the budget were examined in detail. Later, the focus shifted to analyses, forecasts, and recommendations based on previous data. The collaboration also had an impact on Differo’s corporate arrangement.
Consolidating All Data in One Place
Differo is an agency specializing in content strategy methodologies. It combines research background with practical insights and experiences in content marketing. Differo’s team comprises experts in strategic marketing, who have been involved in marketing in companies, and pioneers enthusiastic about service design and facilitation models.
Differo’s collaboration with Aamu began when the company sought support to implement its growth plans and develop its business. Essential data for management and decision-making needed to be conveniently consolidated in one place, easily readable and interpretable. In business development, it was important to add more predictability to business figures and resourcing. Project profitability also required more careful examination. A comprehensive support and sparring were needed for decisions based on data.
From Financial Analysis to Concrete Recommendations
Differo’s objectives were updated by determining the ideal situation from the owner’s perspective. The company’s management was tasked with refining the company’s roadmap. The executive team was to consider which themes should be prioritized. The selected focus areas were to support the realization of forecasts and achieving a good financial position during the uncertainty caused by the COVID-19 pandemic.
New goals were set by reflecting them against the budget and roadmap. Sales were particularly emphasized in objectives and forecasts. Therefore, Aamu began to monitor Differo’s sales and overall profitability development monthly, comparing them to historical and budgeted figures. This monitoring provided valuable information for forecasting, and as the objectives became clearer, Aamu was able to create a KPI dashboard to facilitate business management.
“The collaboration gave us a clear structure for utilizing information, and accelerated the frequency of planning corrective decisions based on data. I also learned a lot myself!” – Katri Tanni, Differo, Entrepreneur
Collaboration with Aamu Facilitated the Company’s Sales Phase
In addition to supporting Differo’s strategy, the owner, and forecasting, Aamu’s team also stepped into the shoes of a financial manager. They made concrete suggestions on how to achieve goals, ensuring that support did not remain at just the analysis level.
During the collaboration, Differo also began its journey towards a corporate sale. All the work done for internal management and data utilization proved valuable, as professional reporting gave a better impression of the company to potential buyers. All essential information was readily available and could be easily forwarded when the Due Diligence phase began.
Aamu’s work ensured that there was always the right kind of information available about Differo’s financial development, along with conclusions. In May 2022, Myynninmaailma, part of the Ilkka Group, acquired the entire share capital of Differo.
According to Tanni, the frequency of meetings during the collaboration was appropriate and efficient, and Differo got exactly what it was looking for from the collaboration. Tanni emphasizes that Differo particularly benefited from Aamu’s analyses, forecasts, financial expertise, and concrete recommendations. Differo was also grateful for Aamu’s proactiveness and that everything was thoughtfully prepared for monthly meetings.
During the Due Diligence phase, it became evident that all the numerical information requested was readily available for reporting, thanks to Aamu's efforts. This availability of detailed data provided the buyer with a sense of trust, as there was substantial and convincing evidence to support the discussions and the strategies outlined.Katri Tanni, entrepreneur, Differo