Case Study

A Trucking Company: Value at Scale

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A 50-year-old, Alabama-based trucking company that operates throughout the United States presented exponential growth resulting in annual revenues tripling since 2000.

In 2019, the firm introduced an employee stock option plan (ESOP) giving its employees a stake in the company and its continued growth. Along with the ESOP came the requirement for annual outside valuations of the company.

Despite its new size and structure, the company was still operating like a small business. Its leaders expected greater operational scale to lead to higher profitability.  Instead, they found that their inefficiencies had scaled. A more mature financial function was needed to replace small-company practices and maximize value for employee shareholders.


AvinnaCFO immediately recognized confusion in the company’s organizational structure. Reporting structures indicated a general lack of communication and accountability among managerial levels. With AvinnaCFO’s help, the organization addressed this problem quickly.

Management also needed a deeper, faster understanding of the company’s financial position. AvinnaCFO scheduled periodic financial reviews with the management team with firm goals in place to increase transparency, align financial statements with GAAP principles and institute a tighter, more frequent reporting schedule.


With a defined reporting structure, the organization now operates more profitably. New financial statements show the impact of operational shifts and decisions in a clear, actionable way. Formerly skeptical managers now trust the numbers they see.

An accelerated reporting schedule has also made an impact. Updated financials are now delivered in five days rather than 20 days. By providing analytical support to the sales team, AvinnaCFO was able to provide analysis and perspective that not only saved the deal from losing money, but created an additional $2 million of value.

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