In a time of unknowns, we wanted to create some knowns.

We put together this plan with 4 Stages »

If it’s helpful for your own plan, please use.

Hope you all are doing ok.

---

Stage 1

Minimize

• All upfront third-party costs covered by clients.

• Cut as many expenses as possible.
People are not expenses, we are investments.

---

Stage 2

Cashflow Flip-Flop

High-Risk Clients
When budgets need to be cut,
we extend an interest-free payment plan instead.
We lose cashflow for a few months, but not annual revenue.

Low-Risk Clients
We then reach out to low-risk clients to see if they’re in a position to pay early at a discounted rate.

This flip-flops our cashflow and puts us in a place that makes it easier to get through these challenging times.

---

Stage 3

Shared Pain

We cut payroll by x% across the board.

We start conservatively
and revisit weekly as a team.

---

Stage 4

Government Assistance

Our board is carefully monitoring what’s available and we’ll act on options to secure the team.

This stage may happen before any other stages, if the opportunity arises.

---

True character is often revealed in hard times.

We want our friends/clients to look back and think, “I can’t imagine going through this without our friends at SecretPenguin.”

Everything we do will be through the lens of long-term outcomes. It may be painful now, but we will persevere.

Love and appreciate you all.

–Dave Nelson, Founder and Creative Director