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Welcome back to Altitude, your bi-monthly newsletter from Cirrus Capital Partners.
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Here’s a bird's eye view of what's on the docket:

> Driving Revenue Through Clarity

> Cirrus Updates

> What's Happening

> New Resources

> Fresh Fundings & Term Sheets

The mission remains the same: every other week, we “gain Altitude” with the founders, operators, dealmakers, and technologists shaping tomorrow.

Driving Revenue Through Clarity

Are you guilty of vague communication? It’s a silent killer of revenue, and most founders don’t even realize it. Justin Welsh put it best: “Being vague is costing you money.”
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This truth doesn’t just apply to content creation, though. It cuts across every aspect of your business.

Unclear messaging confuses your audience, whether they’re investors, customers, or partners. And confusion doesn’t just stall growth—it actively kills deals.
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Think about the last time you sat through a pitch or scrolled a website and thought, “What exactly are they offering?”
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Did you buy in? Probably not.

Justin shared a simple framework for sharpening your messaging:

1. Define your value - Get laser-focused on what you’re offering and why it matters.
2. Highlight outcomes - Stop listing features and start showing how you solve pain points.
3. Pass the 10-second test - If someone can’t articulate your unique value after 10 seconds, you’re not being clear enough.

He recently shared a good example:

This doesn’t just apply to pitches or websites. Clarity drives decision-making at every level of your business.

Does your team know what success looks like?
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Are your customers crystal clear on how you can transform their business?
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Are you clear on the KPIs and objectives that everyone should be targeting?
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If the answer is "no" to any of these, you're losing time. And time is money.

Bottom line: Confusion is expensive. Clarity is profitable.

And if you don't know where to start, start with your message. That's the foundation for everything else.
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My rule of thumb: Great messaging/marketing is about saying what matters, not saying more.

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🐦 CLICK TO TWEET​

What's Happening

Is Musk the Answer to TikTok's Troubles? BUSINESS NEWS ​ With the U.S. government pressing on a TikTok ban over national security concerns, speculation about Elon Musk stepping in as a buyer has sparked intrigue. The idea isn’t far-fetched—TikTok’s U.S. operations could go for $40–$50 billion, a drop in the ocean compared to Musk's track record of bold, industry-redefining moves. But is this really the play for him—or anyone? If Musk acquired TikTok and integrated it with X, he’d hold unprecedented social media dominance, spanning short-form video to real-time conversations. It would create an ecosystem that could redefine content creation, advertising, and influence. Yet Musk has openly criticized bans like this, warning against the precedent they set for freedom of expression. And let’s not ignore the operational chaos this could invite. Musk is already stretched thin between Tesla, SpaceX, and X. Adding TikTok’s enormous user base, complex algorithms, and geopolitical baggage could dilute his focus. For founders and investors, this is a case study in calculated risk. A TikTok-X merger might unlock untapped potential, but it also underscores the importance of knowing your bandwidth and strategic fit. (Unless you’re Musk, I guess, in which case, you just kind of do whatever you want.) ​ 🔗 More from Barron’s »​ ​

The Rolex Market Phenomenon BUSINESS NEWS ​ ​Did you know Rolex prices are skyrocketing? According to Short Squeez, the secondary market for Rolex watches has become a playground for high-net-worth individuals. Rolex is a brand known for using scarcity (limiting availability of its watches) and therefore driving perceived value. This trend offers a broader lesson for founders: exclusivity drives demand. Whether it’s a waitlist for your SaaS product or an invite-only beta, scarcity can transform your offering from “nice-to-have” to “must-have.” ​ 🔗 Rolex Prices Mooning »​

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Efficient Growth Strategies for 2025 FOUNDER HACKS ​ With economic uncertainty looming, “efficient growth” is the mantra for 2025. OnlyCFO breaks it down: focus on maximizing customer lifetime value and minimizing acquisition costs. Translation? Stop chasing vanity metrics and double down on what drives sustainable revenue. Invest in retention before acquisition. Automate where possible—but don’t sacrifice customer experience. Plan for downside scenarios without compromising growth. ​ 🔗 Driving Efficient Growth in 2025 »​

Contribution Profit > Gross Profit FOUNDER HACKS ​ As 2025 unfolds, the growth-at-all-costs era is over. Companies that thrive will be those that prioritize efficiency alongside scale. One key shift highlighted by OnlyCFO: ditch the fixation on gross profit and focus on contribution profit instead. Why? Contribution profit gives you a clearer picture of what’s actually driving your business. Unlike gross profit, it accounts for variable costs directly tied to revenue generation—helping you see where the real levers of profitability lie. So, now you're measuring your business by the profit generated after direct costs, not just total revenue minus COGS. Use this insight to double down on high-margin activities while trimming waste. ​ Read more »

New Resources

These are resources that may be worth checking out. (Not an endorsement, just a “hey, you might like this”).

Podcast: Deep Dive AI from Google

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Released in late 2024 by Google, 'Deep Dive' is an AI-generated podcast that has quickly garnered attention. Each 10-minute episode features conversation-like interactions between two AI-generated voices, discussing a range of topics. The podcast is produced using Google’s NotebookLM tool, which synthesizes content from various sources into audio. 🎙Listen here​

Podcast: The Future of Shopping

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Launched in mid-2024 by Vogue Business, this podcast series explores the evolving retail landscape over the next decade. Hosted by Vogue Business editors, it delves into topics like social commerce, Web3, and future shopping behaviors. 🎙Listen here​

Fresh Fundings 🥧

Recent Equity Rounds

💰 Cera Achieves Unicorn Status with $150 Million Funding
​UK-based healthcare startup Cera raised $150 million, led by BDT & MSD Partners and Schroders Capital, pushing its valuation past $1 billion. Funds will expand AI-driven home care services.

💰 Fazeshift Raises $4 Million in Seed Funding
​San Francisco-based AI accounts receivable startup Fazeshift secured $4 million in seed funding, led by Gradient with Y Combinator and Wayfinder participation.

💰 Accel Launches $650 Million Fund for India and Southeast Asia
​Accel announced a $650 million early-stage fund to back startups in enterprise, SaaS, and consumer sectors in India and Southeast Asia.

Notable Credit Transactions (January)

💳 $190M Facility – Aypa Power
​Aypa Power secured a $190 million facility, including a $68 million construction-to-term loan and $91 million tax equity bridge loan, to advance its utilities projects.

💳 $850M Revolver – Ladder Capital
​Ladder Capital obtained an $850 million revolving credit facility with participation from major banks, including JPMorgan Chase and Wells Fargo, enhancing its lender finance capabilities.

💳 $35M Loan – Onkos Surgical
​Onkos Surgical raised $35 million in venture loan financing from Horizon Technology Finance to expand its medical device innovations in surgical oncology.

💳 $265M Senior Secured Facility – Consumer Products Distributor
​An undisclosed distributor received $265 million in senior secured credit from Eclipse Business Capital to bolster its supply chain operations.

💳 $100M Credit Facility – Advanced Power
​Advanced Power secured a $100 million facility from Nomura Securities and Sumitomo Mitsui Banking to support its infrastructure development initiatives.

Recent Transactions & Term Sheets through Cirrus Capital Partners​

👨‍💻 $1.25M Term Loan – Engineering software solutions provider in Texas

👕 $5M ABL Revolver – Apparel and promotions company in Iowa

🏥 $800K Term Loan –Commercial property for a midwest-based pharmacy network

🚪 $2M ABL Revolver – Innovative building materials supplier in Delaware

Recent M&A

♟️ Johnson & Johnson Acquires Intra-Cellular Therapies for $14.6 Billion – Johnson & Johnson has reached a $14.6 billion agreement to acquire Intra-Cellular Therapies, a biotech company specializing in neuroscience. This acquisition marks the largest biotech buyout in over a year and aims to enhance J&J's presence in brain disease treatments.

♟️ Stryker Acquires Inari Medical for $4.9 Billion – Stryker confirmed its $4.9 billion acquisition of Inari Medical, a company specializing in devices treating venous thromboembolism. This strategic move is expected to enhance Stryker’s neurovascular product line.

♟️ Later Acquires Mavely for $250 Million – Later, a social media marketing company, acquired Mavely, a platform facilitating commission payments to social media creators for direct sales, for $250 million. This acquisition is part of a trend of consolidation within the influencer marketing industry.

New Businesses for Sale

🛒 Healthcare Tech Company – $585K ARR with 26% Growth
​A San Francisco-based AI-powered health tech business specializing in patient engagement solutions. The company generates 90% of its revenue from product licenses, boasting an 89% retention rate for high-value clients. Operating remotely with global reach in Southeast Asia and MENA, this scalable business offers AI-driven tools for real-time feedback, analytics, and communication. Established in 2014, it achieved $580K in revenue with $227K cash flow last year. See on BizBuySell.

🛒 SaaS iPaaS Platform – $729K Revenue, 16 Years in Business
​This 16-year-old Integration Platform as a Service (iPaaS) focuses on Salesforce and NetSuite integrations, generating $729K annually with a 72% profit margin. With 3,484 active subscribers, a low 1.5% monthly churn, and strong organic growth, the business serves clients across 21+ industries. Operated remotely with a team in the Philippines, the company maintains a stellar 4:1 LTV to CAC ratio, positioning it for significant scale. See on Flippa.
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We also want to celebrate a great 2024 for Cirrus' clients and partners!

We’re working hard to make Altitude the #1 newsletter for founders, operators, dealmakers, capital allocators, marketers, and technologists shaping tomorrow. We can only do that if we spread the word.
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My only ask if you found this valuable: ⏩ forward it to someone at your company who might also find it useful.

To your growth,

Ryan Ridgway, Founder & Managing Partner

​Cirrus Capital Partners​