
The Entrepreneurial Toolkit™ Investment Initiative

Firefly helps companies and individuals reach their full potential. We bring this mission to life by partnering with strong leadership teams in growth-oriented, lower-middle market businesses. Since 2013, our team has invested in 14 companies. We have a proven track record of honoring our commitments, sticking to our core values, and being an effective and fun partner to leadership teams.
Opportunity
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There are 30 million small businesses that employ almost half of all Americans and account for two-thirds of job creation
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Relative to larger organizations, small businesses often struggle with three things:
o Attracting and retaining great people
o Winning and keeping loyal customers
o Making informed decisions with reliable data
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Firefly wants to help entrepreneurs solve these problems by investing in and building what we broadly call the Entrepreneurial Toolkit™, which includes businesses serving small and medium size companies in the following areas:
Areas of Focus
• Niche Recruiting/Staffing
• Certifications
• HR Operations
• Health
• Assessments
• Fractional services
• Sales Effectiveness
• Wellness
• Training/Coaching
• Outsourced services
• Remote tech support
• Benefits
• Continuing Education
• Virtual Support
• Marketing Services
• Safety/Security
Platform Investment Criteria
Geography: North America
Size: EBITDA > $1M
Structure: Majority/Minority
Must Haves: Growth, Profitability, Values Fit
Current Entrepeneurial Toolkit™ Companies

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A complete set of concepts and tools that helps entrepreneurs get what they want from their businesses based on Gino Wickman’s best-selling book Traction
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Acquired by Firefly in 2018

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Leading provider of outsourced and fractional sales leadership, training, and consulting services to small and medium size businesses
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Acquired by Firefly in 2021