Phellos Campaign Playbook

<div>Hey {{firstName}},</div>
<div><br /></div>
<div>{{personalization_line}}</div>
<div><br /></div>
<div>That's why I'm reaching out - I'm putting together a podcast about the financial side of scaling - how founders navigate their numbers through growth and fundraising - and would love to have you on to share your story of growing {{companyName}}.</div>
<div><br /></div>
<div>There's no cost involved, it's just a good way for us both to create shareable content.</div>
<div><br /></div>
<div>Can I send you more details?</div>
<div><br /></div>
<div>{{RANDOM | Thanks, | Cheers, | Best,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>{{RANDOM | Phellos Consultancy | Founder, Phellos}}</div>

<div>Hi {{firstName}},</div>
<div><br /></div>
<div>My colleague Jordan found you on LinkedIn while looking for key voices in the tech space.</div>
<div><br /></div>
<div>And thought you'd make a good guest for a podcast we're producing about the financial challenges founders face as they scale.</div>
<div><br /></div>
<div>Aside from being positive exposure, we will also create highlight clips that you can share on LinkedIn.</div>
<div><br /></div>
<div>Can I send you some more details?</div>
<div><br /></div>
<div>{{RANDOM | Best, | Regards, | Cheers, | Thanks,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>{{RANDOM | Founder @ Phellos | Phellos Consultancy}}</div>
<div><br /></div>
<div>------- Forwarded Message -------</div>
<div>From: Jordan Rafealov</div>
<div>Sent: [DAY BEFORE LAUNCH DATE] {{RANDOM |8:21:20 AM|9:28:30 AM|10:49:50 AM}}</div>
<div>To: Leo Kuyumciyan</div>
<div>Subject: Reach out to {{firstName}} - podcast</div>
<div><br /></div>
<div>Leo, I was searching for possible guests for the podcast and came across {{firstName}}. This looks like someone who'd add real value.</div>
<div><br /></div>
<div>Definitely worth reaching out.</div>
<div><br /></div>
<div>Jordan</div>

<div>Hey {{firstName}}, found your LinkedIn and just thought you'd be a good guest for a podcast we're producing about the financial side of scaling for tech founders.</div>
<div><br /></div>
<div>Can I send you more details?</div>
<div><br /></div>
<div>{{RANDOM | Best, | Regards, | Cheers, | Thanks,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>{{RANDOM | Founder @ Phellos | Phellos Consultancy}}</div>

<div>Hey {{firstName}},</div>
<div><br /></div>
<div>{{personalization_line}}</div>
<div><br /></div>
<div>That's why I'm reaching out - I'm putting together a podcast about the financial side of scaling - how founders navigate their numbers through growth and fundraising - and would love to have you on to share your story of growing {{companyName}}.</div>
<div><br /></div>
<div>There's no cost involved, it's just a good way for us both to create shareable content.</div>
<div><br /></div>
<div>Can I send you more details?</div>
<div><br /></div>
<div>{{RANDOM | Thanks, | Cheers, | Best,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>{{RANDOM | Phellos Consultancy | Founder, Phellos}}</div>

<div>Hey {{firstName}}, would love to have you on the podcast.</div>
<div><br /></div>
<div>Are you against me sending you some more details?</div>
<div><br /></div>
<div>{{RANDOM | Best, | Cheers, | Thanks,}}</div>
<div>{{RANDOM | Leo | Leo K.}}</div>

<div>Hey {{firstName}}, just bumping this up in case it got buried. Would love to have you on the show to talk about what you're building at {{companyName}}.</div>
<div><br /></div>
<div>Can I send you a quick overview?</div>
<div><br /></div>
<div>Leo</div>

<div>{{firstName}}, so the podcast is 20 mins, we handle all the editing, and you walk away with captioned clips to share on LinkedIn. No cost, no pitch.</div>
<div><br /></div>
<div>Worth a look?</div>
<div><br /></div>
<div>Leo</div>

<div>Just making sure this didn't fall between the cracks. Are you against me sending you details about the podcast to see if there's a fit?</div>
<div><br /></div>
<div>Leo</div>

<div>{{firstName}} - totally get it if the timing isn't right. Just wanted to make sure you saw this before I move on. We've had some good conversations with founders in your space recently and the clips have done well on LinkedIn.</div>
<div><br /></div>
<div>Open to hearing more, or should I close this out?</div>
<div><br /></div>
<div>Leo</div>

<div>Hi {{firstName}}, as you haven't replied, can I assume this is something you don't want to do, or have you missed my previous emails?</div>
<div><br /></div>
<div>Could you let me know please?</div>
<div><br /></div>
<div>Leo</div>

<div>Last one from me {{firstName}}. Would love to have you on the pod at some stage, let me know if you change your mind... or if someone else in your network would be a better fit.</div>
<div><br /></div>
<div>Leo</div>

<div>I guess the bad news is that you haven't seen my emails. Would still love to have you on the pod at some stage. Let me know if you change your mind... or if someone else in your network would be a better fit.</div>
<div><br /></div>
<div>Best, Leo</div>

<div>Hey {{firstName}},</div>
<div><br /></div>
<div>I'm putting together a podcast about the financial side of scaling - how founders navigate their numbers through growth and fundraising - and would love to have you on to share your story of growing {{companyName}}.</div>
<div><br /></div>
<div>There's no cost involved, it's just a good way for us both to create shareable content.</div>
<div><br /></div>
<div>Can I send you more details?</div>
<div><br /></div>
<div>{{RANDOM | Thanks, | Cheers, | Best,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>{{RANDOM | Phellos Consultancy | Founder, Phellos}}</div>

<div>Hi {{firstName}},</div>
<div><br /></div>
<div>Quick question - do any of your portfolio companies struggle with their financials ahead of a raise?</div>
<div><br /></div>
<div>I run Phellos - we help VC-backed startups get their financial house in order before due diligence. Reconciled management accounts, IPEV-compliant models, data rooms that don't fall apart under scrutiny.</div>
<div><br /></div>
<div>Most founders only realize their finances aren't investor-ready during due diligence - usually too late. We fix that before it becomes a problem.</div>
<div><br /></div>
<div>If you ever need someone to recommend to a portfolio company, happy to share our approach.</div>
<div><br /></div>
<div>{{RANDOM | Best, | Regards, | Cheers,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>Founder, Phellos Consultancy</div>

<div>Hi {{firstName}},</div>
<div><br /></div>
<div>I keep seeing the same pattern with VC-backed startups - strong product, growing fast, but the financials are a mess when it's time to raise.</div>
<div><br /></div>
<div>We work with founders to get their numbers investor-ready before due diligence starts. We've closed two of the three largest rounds in our market last year because the models were audit-ready from day one.</div>
<div><br /></div>
<div>Would it be useful to have someone like us in your network for portfolio companies that need financial cleanup?</div>
<div><br /></div>
<div>Leo</div>

<div>Hi {{firstName}},</div>
<div><br /></div>
<div>Quick question - do any of your portfolio companies struggle with their financials ahead of a raise?</div>
<div><br /></div>
<div>I run Phellos - we help VC-backed startups get their financial house in order before due diligence. Reconciled management accounts, IPEV-compliant models, data rooms that don't fall apart under scrutiny.</div>
<div><br /></div>
<div>Most founders only realize their finances aren't investor-ready during due diligence - usually too late. We fix that before it becomes a problem.</div>
<div><br /></div>
<div>If you ever need someone to recommend to a portfolio company, happy to share our approach.</div>
<div><br /></div>
<div>{{RANDOM | Best, | Regards, | Cheers,}}</div>
<div>{{RANDOM | Leo | Leo Kuyumciyan}}</div>
<div>Founder, Phellos Consultancy</div>

<div>Hi {{firstName}}, bumping this. We recently helped a portfolio company add 80M to their valuation by reclassifying their revenue recognition model before due diligence.</div>
<div><br /></div>
<div>Happy to be a resource if any of your companies need help getting their numbers right.</div>
<div><br /></div>
<div>Leo</div>

<div>{{firstName}} - last one from me. We also run a podcast where we interview founders and investors about the financial side of scaling. Would love to have you on to share your perspective on what you look for in portfolio company financials.</div>
<div><br /></div>
<div>Either way, here if you need a finance partner for your portfolio.</div>
<div><br /></div>
<div>Leo</div>

<div>Hi {{firstName}},</div>
<div><br /></div>
<div>Quick question - do you ever see deals where the seller's financials slow down or complicate the transaction?</div>
<div><br /></div>
<div>I run Phellos - we help companies get their financial house in order before they go to market. Reconciled accounts, clean models, data rooms that hold up under scrutiny.</div>
<div><br /></div>
<div>If you ever need someone to recommend to a company preparing for a transaction, happy to connect.</div>
<div><br /></div>
<div>Leo</div>

<div>Hi {{firstName}}, bumping this. We recently helped a company add significant value to their transaction by reclassifying their revenue recognition model before the sell-side process started.</div>
<div><br /></div>
<div>Happy to be a resource if any of your clients need financial cleanup before going to market.</div>
<div><br /></div>
<div>Leo</div>

<div>{{firstName}} - last one from me. We also run a podcast about the financial side of scaling. Would love to get your take on what makes company financials stand out during M&A due diligence.</div>
<div><br /></div>
<div>Either way, here if you need a finance partner for pre-transaction work.</div>
<div><br /></div>
<div>Leo</div>

Hi {{firstName}},

If {{biggest_client}} pulled out tomorrow because your numbers didn't add up, what would that do to your round?

I noticed {{companyName}} doesn't have a finance lead on the team yet. At your stage that is normal - but it means someone without a finance background is managing your books, your forecasts, and your investor reporting. That is usually where things start to break during due diligence.

I have helped 40+ founders at exactly this stage get their numbers investor-ready. One recently added 80M to their valuation just by reclassifying how they recognized revenue.

I recorded a short video showing what I would fix first for {{companyName}}. About 3 minutes.

Are you against me sending it over?

Leo

Hi {{firstName}},

If {{biggest_client}} pulled out tomorrow because your numbers didn't add up, what would that do to your round?

I noticed {{companyName}} raised your last round about {{signal_evidence}} ago. At your stage most founders are feeling the pressure to show growth that justifies the next raise - but the financials from 18 months ago are not going to cut it. Investors will dig deeper this time.

I have seen this pattern with dozens of founders. The fix is almost never more revenue - it is getting the numbers to tell the right story.

I recorded a short video showing what investors would likely flag in {{companyName}}'s financials. Specific to your stage and structure.

Are you against me sending it over?

Leo

Hi {{firstName}},

If {{biggest_client}} pulled out tomorrow because your numbers didn't add up, what would that do to your round?

I took a look at how {{companyName}} is structured and I think there is a problem with how your revenue is being recognized. It is the same issue I see with 8 out of 10 companies at your stage and it typically costs 20-30% of the valuation during due diligence.

I recorded a short video breaking down what I found. Specific to {{companyName}}.

Are you against me sending it over?

Leo

Hi {{firstName}},

If {{biggest_client}} pulled out tomorrow because your numbers didn't add up, what would that do to your round?

I noticed {{companyName}} has operations in {{signal_evidence}}. Multi-entity consolidation is one of the most common things that blows up during due diligence - different accounting standards, intercompany transactions, currency mismatches. Most founders do not realize how messy this looks to investors until they are sitting across the table.

I recorded a short video showing the specific risks I would flag for {{companyName}}'s structure. About 3 minutes.

Are you against me sending it over?

Leo

Hi {{firstName}},

If {{biggest_client}} pulled out tomorrow because your numbers didn't add up, what would that do to your round?

I noticed {{companyName}} has grown from {{signal_evidence}} in the last year. That kind of growth is exciting but it also means your burn rate, your unit economics, and your financial model have probably changed faster than your books have kept up.

That gap is exactly what investors find during due diligence. I have helped 40+ founders close it before the raise starts.

I recorded a short video showing what I would tighten up for {{companyName}} before your next round. About 3 minutes.

Are you against me sending it over?

Leo

Hi {{firstName}},

If {{biggest_client}} pulled out tomorrow because your numbers didn't add up, what would that do to your round?

I looked at {{companyName}} and I could not find any public signals of financial governance - no board updates, no investor comms, no financial press. That is not unusual at your stage but it usually means the data room is not ready either.

If an investor asked you for reconciled management accounts, an IPEV-compliant forecast, and a clean data room tomorrow - how long would it take?

I recorded a short video showing what a ready data room looks like for companies at your stage. Specific to {{companyName}}.

Are you against me sending it over?

Leo

{{firstName}}, just following up.

The video is specific to {{companyName}} - I looked at your structure, your stage, and what investors would likely push back on. Not a generic template.

3 minutes. One thing I would fix first and why.

Happy to send it if you are open to it.

Leo

Last one from me {{firstName}}.

If your finances are already investor-ready, ignore this. But if you have any doubt, the video is 3 minutes and might save you months of back-and-forth during due diligence.

Just say the word.

Leo

Hey {FIRST_NAME}, {PERSONALIZATION_LINE}

That's actually why I'm reaching out - just thought you would make a good guest for a podcast I run about the financial side of scaling - how founders navigate their numbers through growth and fundraising - to share your story of growing {COMPANY}.

There's no cost, it's just a good way to create shareable content for us both.

Against me sending you more details?

Just making sure this doesn't fall between the cracks :)

Let me know if you're against me sending you some more details about the podcast (or a link to a previous episode)

in case you're wondering, the podcast takes 20mins. Then we cut it up and send you all the captioned clips to share on LinkedIn. No pitch, just looking to have an interesting conversation that boosts both our visibility. Open?

Last one from me {FIRST_NAME}. Would love to have you on the pod at some stage, let me know if you change your mind... or if someone else in your network would be a better fit

Hey {FIRST_NAME}, saw your LinkedIn and thought you'd make a good guest on my podcast about the financial side of scaling - how founders handle their numbers through fundraising and growth.

There's no cost, just a good way to make shareable content.

Can I send you more details?

Hey {FIRST_NAME}, thanks for connecting. I run Phellos - we help VC-backed startups get their financials investor-ready before due diligence. Reconciled accounts, IPEV models, data rooms.

If any of your portfolio companies need help getting their numbers right before a raise, happy to be a resource.

{FIRST_NAME} - also running a podcast interviewing founders and investors about the financial side of scaling. Would love to get your perspective on what makes portfolio company financials stand out during due diligence. Open to a quick conversation?

{"schedules": [{"name": "Business Hours", "timing": {"from": "08:00", "to": "18:00"}, "days": {"1": true, "2": true, "3": true, "4": true, "5": true}, "timezone": "America/New_York"}]}

Hey [Name], thanks for getting back to me.

Here's a quick overview - the podcast is about 20 minutes, we handle all the editing, and you'll walk away with captioned clips to share on LinkedIn.

Here's my calendar if you'd like to pick a time that works: [CALENDLY LINK]

Looking forward to it.

Leo

Good question, [Name].

The podcast is casual - about 20 minutes, no prep needed. We'll talk about your journey building [Company] and the challenges you're tackling. We handle editing and send you clips for LinkedIn.

No cost, no pitch. Just a good conversation.

Here's my calendar: [CALENDLY LINK]

Leo

No worries at all, [Name]. Appreciate you letting me know.

If you change your mind or know someone who'd be a good fit, send them my way.

All the best with [Company].

Leo

Thanks [Name], really appreciate that.

Happy to share more about what we do. In short - we get startups' financials investor-ready before due diligence starts. Reconciled management accounts, IPEV models, clean data rooms.

If any of your portfolio companies are gearing up for a raise and need help getting their numbers right, I'd love to chat.

Here's my calendar: [CALENDLY LINK]

Leo

Subject: [company] financials before the raise

[Name],

I was looking at [Company] and noticed [specific signal - e.g., "you've grown from 8 to 25 people in the last year without bringing on a finance lead"].

That's exactly the stage where the numbers start getting complicated. Multiple revenue streams, deferred revenue recognition, unit economics that investors will pick apart during due diligence.

I help founders at your stage get their financials investor-ready before the raise starts. We recently helped a similar company add 80M to their valuation just by reclassifying how they recognized revenue.

Worth a 15-minute conversation to see if there's anything we can tighten up before your next round?

Leo