goodfood2u.ca

What goodfood2u.ca does

Ownership Design Group is a Canadian professional advisory firm headquartered in Ottawa that specializes in employee ownership transitions for founders and business owners. The firm, formerly known as Firefly Insights and rebranded in 2026, designs and implements EOTs (Employee Ownership Trusts, newly available since 2024), ESOPs, MBOs, and hybrid ownership structures for owners seeking tax-efficient exits that preserve company culture and protect employee welfare. Service offerings span the full lifecycle: succession planning diagnostics, custom ownership design with financial modeling and governance architecture, education and coaching, independent trustee services, employee ownership audits for existing employee-owned firms, and ongoing training and support.

The firm operates a sales-led, direct-consultation go-to-market targeting Canadian business owners facing succession decisions, offering free initial consultations followed by bespoke, quote-based engagements. Revenue is generated entirely through professional advisory services; pricing is not publicly disclosed and there are no software products, proprietary technology platforms, or AI capabilities. The firm maintains a content marketing engine (Insights blog) and lead magnet (downloadable Canadian Business Owner's Guide to Employee Ownership) to drive top-of-funnel awareness, supported by thought leadership from team members including a TEDx featured speaker. The customer base comprises mid-market and enterprise Canadian organizations such as Cathexis Consulting, The Red Apron, KCI Consulting, and Paradigm.

The firm is privately held with no disclosed funding rounds, parent company, or subsidiaries. Geographic operations are confined to Canada, and the firm relies on an extensive peer network of legal, financial, and tax professionals to execute complex multi-party transitions. Headcount is not disclosed, and the practice functions as a boutique advisory rather than a scaled platform business.

Name

goodfood2u.ca

Legal name

Ownership Design Group

Website

https://goodfood2u.ca

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Ownership Design Group is a Canadian professional advisory firm in Ottawa that designs and implements employee ownership transitions (EOTs, ESOPs, MBOs, hybrids) for founders seeking succession exits that preserve culture and employee welfare.

Ownership category

akta.pro rank

Product category

Employee Ownership Advisory

SIC

Services-Engineering, Accounting, Research, Management (8700)

akta.pro primary industry

Estate & Legacy Planning Advisory (FSAEAAAG)

akta.pro secondary industry

Estate Planning, Trust Structuring & Governance (FSAAADAF)

Keywords

• Employee ownership transitions
• Succession planning advisory
• Ownership trust consulting
• ESOP design services
• Management buyout advisory

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Advisory Services: Revenue generated through consulting engagements for employee ownership transitions including succession planning diagnostics, custom ownership design, financial modeling, governance design, and ongoing advisory services.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

Ownership Design Group is a Canadian advisory firm that designs and implements employee ownership transitions for Canadian business owners. The firm delivers succession planning diagnostics, custom ownership structure design (financial modelling, ownership allocation, governance), education and coaching, trustee services, employee ownership audits, and ongoing training and support, executed through solution models including Employee Ownership Trusts (EOTs), Employee Share Ownership Plans (ESOPs), Management Buyouts (MBOs), and Hybrid approaches.

Product overview

Ownership Design Group offers a comprehensive suite of employee ownership transition services and solution models. The core service portfolio includes Succession Planning (diagnostic evaluation), Custom Ownership Design (financial modelling and governance), Education & Coaching, Trustee Services, Employee Ownership Audit, and Training & Support. These are delivered alongside four distinct solution models: Employee Ownership Trusts (EOTs), Employee Share Ownership Plans (ESOPs), Management Buyouts (MBOs), and Hybrid Approach. The company also offers a digital product—a downloadable Canadian Business Owner's Guide to Employee Ownership. The offering is primarily a professional consulting services practice rather than a software product.

Differentiator

Problem solved

Functional benefit

Products and services

• Succession Planning Diagnostic evaluation service to understand business owner goals and values, mapping out available employee ownership models and pathways before commitment. Designed for Canadian business owners beginning to consider succession options.
• Custom Ownership Design Financial modelling, ownership allocation, and governance design for owners actively building toward an ownership transition. Shapes the structure around retention, engagement, and long-term transition sustainability.
• Education & Coaching Education and resources for teams in employee-owned companies, preparing people for what ownership will mean day-to-day and supporting mindset shift into employee ownership.
• Trustee Services Independent trustee guidance for companies that have completed an employee ownership transition or any employee-owned business needing an external trustee advisor.
• Employee Ownership Audit Diagnostic review of the health and effectiveness of an existing employee ownership model, examining governance, corporate materials, policies, and legal agreements to identify gaps and strengthening opportunities.
• Training & Support Ongoing post-transition support including governance training, decision-making frameworks, employee education, leadership development, communication support, and ownership culture building.
• Employee Ownership Trusts (EOTs) Solution model for transitioning business ownership to employees via an employee ownership trust structure.
• Employee Share Ownership Plans (ESOPs) Flexible employee share ownership plan model for employee ownership transitions.
• Management Buyouts (MBOs) Leadership-led management buyout solution for ownership transitions.
• Hybrid Approach Combined model approach that blends multiple ownership transition solutions tailored to specific owner goals.
• The Canadian Business Owner's Guide to Employee Ownership Digital downloadable guide covering succession strategies, growth and retention models, tax-efficient strategies, and Canadian case studies for business owners exploring employee ownership.

Named customers4 records

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Professional Network/Peer ResourcessupportingOthersThe company leverages an extensive peer network and professional resources including legal, financial, and tax professionals necessary for complex employee ownership transitions. Jennifer's extensive experience and peer network brought in the necessary resources and professionals to make transitions smooth.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Metrus Group: US consultancy focused exclusively on employee ownership trust transitions and post-transition support; offers a comparable end-to-end EOT advisory practice with trustee services.
• Purpose Capital: Canadian advisory firm focused on employee ownership transitions and impact investing; directly competes with Ownership Design Group in helping Canadian founders design EOTs and similar structures.
• Ownership Capital Group: UK-based specialist advisory firm helping companies transition to employee ownership trusts; directly comparable in methodology and service model, though UK-focused.

Broad incumbents

• Perpetual Corporate Trust: Corporate trustee and employee ownership transition services provider offering independent trustee and EOT support comparable to Ownership Design Group's trustee services line.
• Cherry Bekaert: Large US accounting and advisory firm with a dedicated ESOP practice providing employee ownership plan design and ongoing administration; broader portfolio but overlaps in succession/ownership transition advisory.
• Kreischer Miller: US accounting and business advisory firm with an established ESOP practice; provides ownership transition consulting and trustee-adjacent services comparable in scope and methodology.

Regional players

• Ownership at Work: Canadian non-profit focused on promoting employee ownership models; overlaps with Ownership Design Group's market by educating Canadian founders about EOT/ESOP options, though not a direct consulting competitor.

Emerging players

• Causeway Capital: Canadian advisory firm supporting employee ownership transitions and cooperative conversions; partial overlap with Ownership Design Group in the values-driven founder segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/goodfood2u

Revenue estimate

Valuation estimate

Number of profiles

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 goodfood2u.ca