Mid-market companies are an afterthought to every AI firm on the market.
We built Waterfall for $10M–$100M operators who got left behind. Senior team. Embedded engagements. Retainers anchored to margin recovery, not hours.
The gap
Accenture, BCG X, Deloitte AI
$299/mo AI tools
The mid-market — $10M to $100M businesses, founder-operators, PE portcos, regional service companies — is sandwiched between solutions that are too heavy or too thin. That's the gap Waterfall fills.
The approach
Your CFO already trusts this visualization. It's how we open: here is your EBITDA today, here are the AI-enabled stacks that get you to the number, here is the sequence.
We map your current EBITDA baseline, identify the highest-leverage AI stacks, and annotate them with owners, timelines, and expected margin contribution. The deliverable: a waterfall chart your board already trusts.
Senior team, deployed inside your business. We build the systems, train your people, and hand off capability as we go. Retainers anchored to margin recovery — paid for in outcomes, not hours.
Retainers from
$5K–10K/month
Anchored to margin recovery. No enterprise tax.
Who we serve
Founder, CEO, or COO of a $10–100M business
Often PE-backed. Often DTC, B2B services, regional consumer, light manufacturing, or professional services.
Speaks operator, not consultant. Runs the P&L. No time for transformation theater.
Not the right fit:
Fortune 500 looking for global transformation. Companies under $5M revenue. Teams already running a mature AI practice.
Why Waterfall
Ted has built DTC brands, run multi-agency networks, and sat inside AI infrastructure companies. He's not a consultant who picked up AI last year — he's an operator who's done it.
The first deliverable in every engagement is an annotated waterfall chart — named stacks, owners, timelines, expected EBITDA lift. Your CFO already trusts this format. It's how we align the whole organization.
Small senior team. Founder-to-founder sales. No procurement cycle. We show up, do the work, move the numbers. The buyer who can't stomach a six-figure McKinsey engagement is exactly who we work for.
We deploy people who've actually run businesses — former COOs, heads of ops, growth-stage GMs — not analysts learning on your dime. When we say senior team, we mean it literally.
"Every engagement opens with the chart: here is your EBITDA today, here are the AI-enabled stacks that get you to the number, here is the sequence."
— The Waterfall Framework
The mid-market doesn't need another framework. It needs a waterfall chart with real numbers — named stacks, owners, timelines, and a dollar figure your CFO can sign off on. That's what we build.
Increment by increment. Stack by stack. Until the waterfall tells the whole story.