Integrated finance and marketing strategy for startups and growing businesses
IGU Consulting pairs a corporate finance operator with a career marketing strategist — so your numbers and your narrative finally agree. One team builds the model and the message, the forecast and the funnel, together.
Most growing businesses don’t have a finance problem or a marketing problem — they have an alignment problem. We run both disciplines as one practice, so pricing, spend, and story are decided from the same numbers.
The discipline behind the decisions — models, pricing, and cash planning you can actually run the business on.
The discipline behind demand — positioning, campaigns, and channels chosen to fit the economics, not the other way around.
Finance gives the story credibility.
Marketing gives the numbers a voice.
A finance advisor protects margin. A marketing advisor chases growth. Hired separately, each can do good work that quietly works against the other — campaigns that win customers the model can’t afford, or budgets so cautious the story never gets told. One team changes the math.
The forecast, the pricing, and the go-to-market plan are built together — not reconciled after the fact in a meeting neither advisor attended.
Marketing spend is set against runway, unit economics, and payback — so growth is funded on purpose, not by hope or by habit.
Customers, partners, and investors hear the same company — because the narrative and the numbers behind it were written by the same team.
Every engagement is led by both founders together. Finance and marketing are never sold, scoped, or delivered as separate silos.
We start with the model — pricing, margins, runway — then build the story the numbers can support. Credibility first, amplification second.
No juniors, no handoffs, no account managers relaying messages. The people you meet on the discovery call are the people who do the work.
Productized engagements with clear deliverables and timelines. Pricing is scoped on the discovery call, based on your stage and the work involved — there are no off-the-shelf price tags because there are no off-the-shelf businesses.
A focused look at where revenue is leaking — and what to fix first.
The full plan: the numbers and the go-to-market strategy to hit them.
Walk into investor conversations with a model and a story that hold up together.
For a new product, market, or business — planned, built, and measured end to end.
A standing finance and marketing team for businesses in motion — both founders, every month.
IGU Consulting is led by John and Georgiana Ungur. Every engagement is led by both founders — the finance lead and the marketing lead in the room together, from the first call to the final review.
John brings more than 15 years of experience at Microsoft and Boeing across corporate finance and business development, including partnership and deal economics — among them the Samsung deals and CSP (cloud solution provider) partnerships.
He co-founded Kleard, a PropTech startup, and today works as a fractional CFO for growing businesses — building the forecasts, pricing models, and cash plans that marketing spend has to answer to.
Georgiana brings 16+ years building marketing programs for technology, consumer, and professional-services brands — positioning, campaigns, and channels that turn a clear story into demand.
As marketing lead, she owns brand, messaging, and growth strategy for every engagement, working from the same model and the same budget as the finance side — not a separate plan.
We’re a small, senior practice by design. That makes us the right partner for some businesses and the wrong one for others — we’d rather be clear about both.
Tell us where the business is and where it needs to go. We’ll listen first, ask about the numbers and the story, and give you an honest read on whether — and how — we can help.
IGU Consulting is developing a line of Excel workbooks for partnership and deal work — the same modeling approach used in advisory engagements, packaged for practitioners. These products are in development and not yet available for purchase. When they launch, they will be sold and delivered securely through our checkout provider, Lemon Squeezy.
Planned to model tiered rev-share deals with multi-year phasing, annual vs. cumulative tier resets, minimum guarantees, payout caps, and advance recoupment — with a dashboard, sensitivity table, and a one-page negotiation summary.
Planned template to trace a deal from list price to net realised revenue — discounts, distributor and reseller margins, incentives, and credits — so you can see exactly where margin is made or lost.
Planned template to build a defensible co-sell case: influenced revenue, attribution, partner investment, and payback — in a format leadership and partners can both review.
Launching soon — nothing is for sale yet and no checkout is live. Planned pricing is shown for transparency and may change before launch. Once launched, each workbook will include worked examples and updates for that edition, with the refund terms in Policies below applying to purchases.
For a discovery call, an engagement, product support, or a general question — send a note and you’ll hear back from the founders directly, typically within two business days.
IGU Consulting
Rochester, Michigan, USA
Eastern Time (ET)
Discovery calls
Free and no obligation. Use the inquiry form and choose “Discovery call” — we’ll reply with times.
For product support
Include your order email and the product name so we can find your purchase quickly.
Choose a topic and write a few lines — the button opens your email app with the message addressed and pre-filled. Nothing is sent until you press Send there.
Prefer to write directly? Email info@iguconsulting.com.
Once digital products launch: if a workbook doesn’t open, is materially different from its description, or can’t be fixed after you contact support, we’ll refund your purchase within 14 days. Contact us by email with your order details.
We collect only the contact details you send us and the order information our checkout provider shares for delivery and support. We don’t sell personal information. Product emails are limited to delivery, updates, and support unless you opt in to more.
Advisory engagements are governed by a written agreement agreed before work begins. Digital templates are provided for your business use as financial planning tools; they are not legal, tax, or investment advice, and results depend on your inputs and assumptions.