40 Strategy

What 40 Strategy does

40 Strategy, Inc. is a US-based management consulting and advisory firm founded in 2020 and headquartered at PO Box 40, North Plains, Oregon. The firm serves CEOs and business owners of small businesses with revenues between approximately $400,000 and $40 million, positioning as an integrated alternative to standalone strategy consultancies, fractional executive recruiters, and bookkeeping-only CPA firms. Its underlying technology consists of a proprietary methodology branded as the CAPTAIN Strategy Framework (Compass, Aspire, Plan, Trim, Act, Illuminate, Navigate), a four-stage advisory process (Diagnosis, Strategy, Accelerate Business Value, Growth Loop), and integrations with QuickBooks and Xero on the accounting side; there is no proprietary software product or AI-driven engine.

40 Strategy monetizes through multiple revenue streams. The 40 Plan is a fractional Chief Strategy Officer subscription offering weekly integration of strategy, finance, and execution. The 40 Forward Accelerator is a recurring coaching and accountability program with 90-day sprints and a community of peer CEOs. The 40 Strategy Growth Workshop is a 2-day in-person intensive with tiered pricing (Essentials $2,500, Growth + Cohort $5,000, Executive Growth + Cohort $12,500, each with installment options), capped at 40 attendees per event. 40 Accounting provides recurring bookkeeping, tax strategy, and fractional CFO services. Ancillary revenue is generated via the Amazon Bestseller book 'Lost at CEO' (12 categories) and the Measure Success Podcast (Top 2% globally, Top 10 strategic planning).

Distribution is primarily direct-to-CEO through the firm's website (Book a Strategy Call, Join the Cohort), supplemented by Amazon for book sales and major podcast platforms (Spotify, Apple) plus YouTube for the podcast. The firm is privately held, bootstrapped, and founder-owned; founder Carl J. Cox (CPA, 30+ years C-level experience across 10 organizations and 4 continents) is the sole disclosed executive and the primary deliverer of the flagship advisory and coaching offerings. Headcount is reported at 1-10 employees, and the firm claims an NPS of 100% for the Growth Workshop, 97% customer recommendation rate, and a base of over 100 SMB customers served.

Name

40 Strategy

Legal name

40 Strategy, Inc.

Website

https://40strategy.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

40 Strategy is a US-based management consulting firm serving small business CEOs ($400K-$40M revenue) with an integrated advisory model combining fractional CSO strategy services, CFO-level financial insight, and coaching. It monetizes via subscriptions (40 Plan, 40 Forward Accelerator, 40 Accounting), tiered in-person Growth Workshops, a bestselling book, and a Top-2%-global podcast.

Ownership category

akta.pro rank

Product category

Management Consulting

NAICS

Administrative Management and General Management Consulting Services (541611)

SIC

Services-Management Consulting Services (8742), Services-Management Services (8741)

akta.pro primary industry

Strategy & Corporate Development Consulting (BPAHACAA)

akta.pro secondary industries

Corporate Development & Portfolio Optimization (BPAHADAK), C-Suite & Senior Executive Coaching (EDABANAA)

Keywords

• Management consulting
• Strategic advisory services
• Fractional CFO services
• Executive coaching programs
• Business strategy consulting

Headquarters

HQ city

North Plains

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Strategic Advisory Services (The 40 Plan): Fractional Chief Strategy Officer service. Just 2% of CEO's time to accelerate goals 3x. Weekly integration of strategy, finance, and execution support. Subscription-based recurring revenue.
2. 40 Forward Accelerator: Coaching + Accountability program with weekly coaching, 90-day sprints, and CEO community. Subscription-based monthly coaching with cohort support.
3. Growth Workshop: 2-day intensive workshop with tiered pricing. Three tiers: Growth Workshop Essentials ($2,500), Growth + Cohort ($5,000), Executive Growth + Cohort ($12,500). One-time and subscription payment options available.
4. 40 Accounting Services: Bookkeeping, tax strategy, and CFO services. Monthly bookkeeping with quarterly financial reviews. Revenue range suggests subscription or per-engagement pricing.
5. Lost at CEO Book: Book sales through Amazon. Amazon Bestseller across 12 categories. One-time book purchase revenue.
6. Measure Success Podcast: Top-10 strategic planning podcast, ranked in Top 2% of all global podcasts. Serves as authority-building and lead generation tool rather than direct revenue source.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

40 Strategy provides fractional Chief Strategy Officer services for CEOs of small businesses, integrating strategic planning, financial insight, and execution support on a recurring basis. The firm also delivers a 2-day intensive Growth Workshop, weekly coaching through the 40 Forward Accelerator, and fractional CFO/bookkeeping/tax services via 40 Accounting, all built on its proprietary CAPTAIN Strategy Framework.

Product overview

40 Strategy offers a suite of advisory and consulting products designed to help CEOs of small businesses build companies that scale, profit, and thrive. The core offering consists of The 40 Plan (fractional Chief Strategy Officer service), the 40 Forward Accelerator (coaching with peer community), and the Growth Workshop (2-day intensive planning session). These are complemented by 40 Accounting (fractional CFO services for bookkeeping, tax, and financial planning), the 40 Hour Fix (DIY strategy tools), the Measure Success Podcast (top-ranked business podcast), and the Lost at CEO book. The CAPTAIN Strategy Framework serves as the proprietary methodology underlying the advisory services. All offerings target CEOs of companies with revenues between $400K and $40M.

Differentiator

Problem solved

Functional benefit

Brands

• 40 Plan™: Fractional Chief Strategy Officer service offering weekly strategic integration of strategy, finance, and execution for small business CEOs.
• 40 Accounting™
• 40 Forward Accelerator™
• 40 Strategy Growth Workshop™
• 40 Hour Fix™
• Measure Success Podcast
• Lost at CEO
• CAPTAIN Strategy Framework

Products and services

• The 40 Plan A fractional Chief Strategy Officer service that integrates strategy, finance, and execution through weekly engagement, designed for CEOs of small businesses looking to accelerate growth with minimal time commitment.
• 40 Forward Accelerator A coaching and accountability program offering weekly coaching, 90-day sprint planning, and a community of growth-minded CEOs focused on structure, momentum, and peer support.
• 40 Accounting A fractional CFO service providing bookkeeping, tax strategy, financial planning, KPI dashboards, revenue analysis, and annual financial modeling for CEOs needing financial clarity and clean books.
• 40 Strategy Growth Workshop A 2-day intensive in-person workshop for CEOs to build a 12-month strategic plan, featuring expert access, peer connection, annual goals planning, quarterly sprint development, and ongoing cohort support with a guaranteed 3x ROI.
• 40 Hour Fix DIY strategy tools, templates, and monthly coaching for business owners seeking to reclaim time and build strategic clarity at their own pace.

Quantifiable outcome

• 3x minimum ROI for 40 Plan clients
• +4 more outcomes

Named customers11 records

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature3 records

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Vistage: The largest peer advisory and executive coaching organisation for CEOs and business leaders, with thousands of member companies. Comparable buyer (SMB CEO) and coaching/cohort model, but operates at vastly larger scale and offers a broader portfolio.

Direct peers

• EOS Worldwide: Implements the Entrepreneurial Operating System across small and mid-sized businesses through a global network of EOS Implementers. Directly comparable as a proprietary framework (CAPTAIN vs. EOS) deployed into SMBs for strategy and execution.
• Chief Outsiders: Fractional C-suite executives (CMO, CSO, CFO) for small and mid-market companies. Directly comparable fractional executive model and SMB customer profile to 40 Strategy's 40 Plan.
• Gazelles: Verne Harnish's Gazelles International coaches leadership teams of growth-stage SMBs using the Rockefeller Habits / Scaling Up methodology. Comparable target market, methodology-driven GTM, and conference-based acquisition.
• Renaissance Executive Forums: Operates peer advisory forums for CEOs and business owners, combining group coaching with 1:1 facilitation. Comparable in the CEO peer-group/cohort model and the small business owner persona.
• Strategic Coach: Founded by Dan Sullivan, Strategic Coach sells fractional coaching and structured programs to entrepreneurs and CEOs. Closely comparable in founder-led brand, subscription coaching, and SMB/entrepreneur target customer.
• Growth Partners: Provides fractional sales and marketing leadership plus strategic planning for growth-stage SMBs. Comparable fractional-exec-plus-strategy positioning and mid-market SMB target segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@40strategy
• LinkedInlinkedin.com/company/40strategy

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 40 Strategy